KISS OF LIFE Issues Personal Apology Following Cultural Insensitivity Backlash Over Live Broadcast

KISS OF LIFE, a K-pop girl group managed by S2 Entertainment, faced significant backlash after a livestream celebrating member Julie’s birthday featured an ‘old-school hip hop’ theme that many viewers found culturally insensitive. The members wore stereotypical hip-hop attire and used mannerisms that sparked accusations of cultural appropriation and racial insensitivity, particularly towards Black culture. The controversy led to a loss of over 200,000 social media followers and widespread criticism. Initially, the agency issued an apology and removed the video, but fans demanded a personal apology from the members. Responding to this, the four members-Julie, Natty, Belle, and Haneul-posted a handwritten letter apologizing sincerely to their fans, acknowledging that they took the concept too far and expressing regret for causing disappointment and pain. They emphasized their intention was to honor the hip-hop genre that influences their music and promised to educate themselves further and show sincerity through their future actions. The incident has reignited discussions about cultural appropriation within the K-pop industry and the need for greater cultural sensitivity. The group is currently continuing their Asian tour while reflecting on this experience.