Over the past decade, ¢нιиα has consistently tightened its regulations on кσяєαn cultural content, particularly the Hallyu wave, by restricting the appearances of K-pop artists on television, variety shows, and streaming platforms. However, the irony lies in the fact that many Chinese entertainment productions subtly reference, use, or incorporate images and names of K-pop artists to attract viewers—especially younger au∂ιєnces.
One recent example is the appearance of BTS and BLACKPINK’s names on livestream shopping channels or products mimicking K-pop concepts, even though there was no official collaboration. According to Global Times (2023), Chinese authorities have issued warnings to several entities for “disguised advertising in the form of кσяєαn fandom culture,” yet this phenomenon continues.
On the other hand, BTS has made a few “cameo-like” appearances in Chinese dramas. In episode 26 of the Chinese series The First Frost, which became a нιт across Asia not long ago, fans quickly noticed a contact saved as “V 1 Kang” appearing on-screen with an avatar resembling him. Jungkook also appeared in the contact list as “J” in the female lead’s phone.
Had it stopped at this kind of subtle reference, fans might have been thrilled and even helped spread the moment, making the show even more popular. However, a far more serious incident recently occurred, making ARMYs question the way Chinese productions are exploiting the fame of K-pop superstars.
Specifically, in the drama Sword and Rose, distributed by CCTV TV Series and streamed on Tencent Video, a childhood photo of SUGA was used to portray a “мιѕѕιиg child” in the show—without any permission from the artist or his management company.
Numerous posts on Chinese social media platforms—especially Weibo—quickly spread the news, accompanied by screenshots showing a clearly recognizable childhood photo of SUGA. Using a sensitive image like this, particularly one that belongs to an internationally famous figure, not only constitutes a serious violation of privacy but is also considered an act of profiting illegally from someone’s likeness.
As the news circulated, fans around the world—particularly on Twitter and Weibo—began demanding a formal apology from the production team behind Sword and Rose, the streaming platform Tencent Video, and the distributor CCTV TV Series.
One widely shared post read: “Childhood photo of Yoongi is being illegally used for profit in a Chinese drama – Sword Rose. Currently, various posts on weibo are reporting that Yoongi's childhood photo is being exploited for illegal profit by a certain drama. Specifically, his photo was used as a “мιѕѕιиg child” image in the show. If you are using Weibo, please immediately mαѕѕ request to demand: An official apology from the production team. Mαѕѕ Weibo message template with image attached: Please have the production team promptly issue an apology and replace the infringing image in the drama. Stop spreading misinformation and misleading others".
Many people have expressed that this act is “really ¢яєєρу” and “deeply disrespectful” on the part of the Chinese filmmakers. This incident with SUGA once again sounds the alarm on the exploitation of international celebrities' images in films and shows without proper authorization, especially within a large entertainment market like ¢нιиα.
At the time of writing, BigHit Music (BTS’s management company) has not released an official statement. However, fans hope the company will take appropriate legal action to protect the artist’s rights. Meanwhile, the public also urges Chinese platforms to review their content screening procedures to prevent similar incidents in the future:
- If it’s without permission it’s really ¢яєєρу in my opinion
- They shouldn't just get a random pic of a child to put in their show without permission. Mαѕѕ report ARMYs
- Bro wtf.. yeah that’s getting reported to bh. So weird
- Omg, this is wrong, I hope they take action.
- How could they use a real person's childhood photo without consent? This is beyond disrespectful
- This is seriously ¢яєєρу. That’s his private life, not a prop for some drama.
- They banned K-pop but still exploit idols for attention? Make it make sense
- We demand an official apology and immediate removal of that scene
- BigHit needs to take legal action. Artists deserve to be protected from this kind of exploitation
