Early Cancellation Decision of Joseon Exorcist... Driven by Active Consumers

SBS Drama Joseon Exorcist.

[Asia Economy Reporter Yuri Kim] The SBS drama 'Joseon Exorcist' was canceled after only two episodes due to controversy over historical distortion, with the industry viewing the active consumption of cultural content as a key factor behind this decision. The proactive raising of issues, rapid sharing, and direct actions by consumers are said to quickly mobilize the entire content industry.

'Joseon Exorcist' faced criticism for its use of Chinese-style props and costumes, as well as for its portrayal of historical figures such as King Taejong, Prince Yangnyeong, and Prince Chungnyeong, which was seen as far from actual history. As the backlash grew, all advertisements and sponsorships were halted, leading to the cancellation decision on the 26th.

Amid rising anti-China sentiment in South Korea due to China's recent 'Cultural Northeast Project,' viewers who watched the first episode began voicing their concerns online. Their voices went beyond merely pointing out historical distortion. Following calls to boycott the show, lists of advertisers and production supporters were shared, and pressure to withdraw advertisements was applied through their official SNS accounts. With signs of a boycott movement emerging, companies successively announced the withdrawal of their support.

Companies withdrew all advertisements within two days of the controversy erupting. Regarding the swift 'cut-off,' one company stated, "Recently, the impact of corporate image on consumers has grown stronger," adding, "'Good companies' are widely promoted to encourage consumption, but consumers who take action do not hesitate to boycott companies involved in negative issues, prompting companies to feel the need to act quickly."

Previously, the effects of the 2019 boycott of Japanese products continue to this day. Uniqlo closed its Seoul Myeongdong Central store, the world's second-largest flagship store, in January, and recently also ended operations at its Wise Park Hongdae branch. A retail industry insider said, "Companies affected directly or indirectly by the Japanese product boycott, as well as those observing them, have learned to avoid involvement in sensitive issues like anti-Japan or anti-China sentiments as much as possible, and to quickly issue official statements if misunderstandings arise. This has greatly influenced the rapid withdrawal of advertisements this time."

The industry expects advertising execution to become more sensitive in the future. Typically, advertisements were placed after agency recommendations, reviewing actors, writers, and general storylines, and considering expected viewership effects, but it is anticipated that more stringent procedures will be applied. An industry insider said, "Consumers sensitive to 'fairness' nowadays understand the implications of cultural content and the related industrial ecosystem, and do not hesitate to actively intervene as consumers who can influence these areas. Going forward, companies will recognize that risks may exist even in areas they previously overlooked and will act accordingly."

This content was produced with the assistance of AI translation services.