Here's a clip of what Cha Min-kyu did. It's pretty disrespectful. Apparently the Canadians did something similar in PyeongChang in protest of Korean cheating in short track.
Well, his sponsors are gonna be in trouble in the Chinese Market. The CPC can be forgiving. But the Chinese netizens will not forgive that easily. Cha Min-Kyu's face will be forbidden for advertising in the Chinese market.
The arrogance of the South Koreans will slowly, but surely evaporate South Korean soft power in China. There are too many nasty incidents like the Kimchi dispute, Hanbok rant, racist treatment of Chinese K-pop stars, and now Olympics unsporting behavior. And these things are happening far too often. The more they do this, the faster they will be heading into trouble with the Chinese Market.