Updated on June 16, 2026
Korean content almost disappeared from Chinese screens after 2016 without any written rule; its return is happening the same way, one event and one release at a time.
By Daxue Consulting
In July 2016, after South Korea confirmed the deployment of the US THAAD missile defense system, Chinese TV stations reportedly stopped inviting Korean stars. Korean media then reported a list of restrictions: no new Korean culture companies investing in China, no K-pop concerts for audiences above 10,000, no unapproved Korean dramas and no Korean actors in Chinese TV series. About 53 Chinese dramas with Korean cast members were reportedly never aired (Huxiu (虎嗅), August 2025). Chinese officials later stated that there had never been a “限韩令” (Hallyu ban).
The thaw has been gradual. China and South Korea launched a cultural exchange year in 2021, and K-pop signing events resumed offline in 2023. On April 29, 2025, a Chinese Foreign Ministry spokesperson said China was “open” to beneficial cultural exchanges with Korea. In June and July 2025, Super Junior members held a fan meeting in Chongqing, Kim Jae-joong met fans in Shanghai and Chongqing, and Twice and Seventeen held signing events in Shanghai and Qingdao (Huxiu).
Because the restrictions were never written, there will be no formal announcement that they have ended. The practical signals are administrative: release approvals for Korean films and drama licenses granted by the National Radio and Television Administration, and permits for large concerts. For companies, each of these is a more reliable indicator than diplomatic statements.
Cinemas reopened only partially
Mickey 17 (《编号17》), directed by Bong Joon-ho, was released nationwide in mainland China on March 7, 2025, after previews in seven cities. Hong Kong media described it as the first film by a Korean director approved for the mainland in years (Sing Tao Headline (星岛头条), March 2025). It is, however, a Warner Bros. production rather than a Korean film.
Stories also travel in the other direction. In 2026, Once We Were Us, a Korean remake of Rene Liu’s Chinese film 《后来的我们》, became the most successful Korean romance film in Korea in seven years, ahead of Park Chan-wook’s Decision to Leave. Chinese viewers rated it 7.3 on Douban, against 5.9 for the original (Huxiu, May 2026). A release in Chinese cinemas has not been confirmed.
Before the restrictions, Korean stars sold tickets and built platforms
Korean films had a real audience in China. My Sassy Girl (2001) made Jeon Ji-hyun a star for Chinese viewers. Late Autumn (2010), with Hyun Bin and Tang Wei, made more than RMB 60 million in China, a record for a Korean film at the time. Snow Flower and the Secret Fan (2011), with Jeon Ji-hyun and Fan Bingbing, made more than RMB 25 million in its first three days. Korean dramas such as My Love from the Star and Descendants of the Sun supported the growth of Chinese streaming platforms; Descendants of the Sun alone reportedly brought iQiyi more than 5 million paid members (Huxiu).
Exhibit 1: Korean content in China moved from strong presence to near absence, then partial return
| Early 2010s | 2016-2022 | 2025-2026 | |
|---|---|---|---|
| Korean films in Chinese cinemas | Co-productions and stars (Late Autumn, Snow Flower) | Almost none approved | First Korean director’s film in years (Mickey 17, March 2025) |
| Korean stars in China | Major brand endorsers | Removed from Chinese shows | Fan meetings and signing events resumed (2025) |
| Korean dramas | Drove platform growth (iQiyi) | Very rarely approved | Still rare |
| Flow of stories | Korea to China | Limited | Also China to Korea (remakes of Chinese films) |
Sources: Huxiu, Sing Tao Headline; table designed by Daxue Consulting.
Implications for content companies and brands
A full reopening would bring Korean content back into competition with Chinese productions, which grew strongly during the restrictions.
The effect went beyond entertainment. Korean stars were among the most visible faces of Korean consumer brands in China, and the categories that relied on them weakened in the same period. K-beauty is the clearest case: Amorepacific’s China sales fell 26.7% YoY in 2024 (Jing Daily, February 2025). Innisfree, once present with more than 800 stores, closed its Tmall Global flagship in 2025 (Jing Daily, July 2025). The restrictions were one factor among several, alongside the rise of Chinese beauty brands, but they removed the celebrity channel that had carried the “Korean wave” into shopping baskets.
- For international content companies, the Korean case illustrates political risk: access closed within weeks without a written rule and is reopening over years. Plans that depend on a single bilateral relationship carry this risk.
- For brands considering Korean celebrities in China, the return of fan meetings and signing events is an early signal that Korean stars may again front campaigns. The option is safer for brands that can switch ambassadors quickly if relations change.
- For studios and distributors, co-productions and remakes of Chinese stories appear to be the most accessible route back, as the Once We Were Us case suggests.
What to watch next
- Any approval of a Korean-produced film for nationwide release in mainland China.
- Large-scale K-pop concerts above the reported 10,000-person threshold.
- Chinese platforms licensing new Korean dramas.
- Diplomatic meetings between China and South Korea.
FAQ about Korean films in China
What is the status of Korean films in China? There was never an official ban. Since 2016, Korean films and dramas have been very rarely approved in mainland China, a situation known as the “Hallyu ban” (限韩令). Officials say no such ban exists.
When did the Hallyu ban start? In mid-2016, after South Korea agreed to deploy the US THAAD missile defense system.
How are Korean stars returning to China? Gradually. K-pop signing events resumed in 2023, and in 2025 Korean stars held fan meetings in cities such as Chongqing, Shanghai and Qingdao.
How many Korean dramas are streamed in China? Very few have been approved since 2016. Before that, platforms such as iQiyi and Youku grew partly on Korean dramas.
About Daxue Consulting
Daxue Consulting is a market research and strategy consulting firm focused on China. For media, entertainment and consumer brands, Daxue Consulting analyzes how Chinese audiences react to content and celebrities through social listening, surveys and expert interviews. Related analysis: Chinese brands in American movies and Chinese middle class. Learn more about our consumer research services or contact our team.
Author: Daxue Consulting
