It has been announced that Jun Ji Hyun has been appointed the honorary ambassador for Korean tourism. However, due to the controversy that arose with her Chinese endorsement, netizens have expressed their dissatisfaction regarding the choice made by the Korea Tourism Organization, leading the organization to issue a response.

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With backlash coming about, Korea Tourism Organization responded to explain that the actress had already been appointed a while back before the controversy, it's just that they their announcement had been delayed until now. 

A rep from the organization told OSEN on August 11, "We started discussing this back in February with Jun Ji Hyun's side and she was confirmed to be the honorary ambassador in early April.  We only pushed back the appointment ceremony because of the aftermath of the Sewol passenger ship tragedy.

There was the Baekdu Mountain controversy, and we do not mean to say that was not a pressing problem.  However, it's clear that Jun Ji Hyun's SBS drama 'You Who Came From the Stars' reignited Hallyu."