KISS OF LIFE is in the public spotlight after their hip-hop-themed live broadcast to celebrate member Julie's birthday drew sharp criticism. Quoted from Soompi on Monday April 7, 2025, this broadcast was originally intended to show appreciation for the old-school hip hop genre which is said to have greatly influenced their musical work.
However, many viewers considered that the content actually displayed a form of cultural appropriation. In the broadcast held in early April, the members wore hairstyles such as cornrows and Bantu knots, as well as accessories such as large gold chains.
They also wear clothing that is considered stereotypical of black and Latino culture. One member, Belle, even refers to herself as "Taco Belle"—a nickname that is considered offensive because it refers to a stereotype of Latinos.
It was also discovered that the members imitated speech and gestures that were considered cliché towards the black and Latino communities during the broadcast. After receiving a wave of sharp criticism, their agency, S2 Entertainment, immediately deleted the broadcast and released an official statement.
In a statement quoted from Allkpop on the same Monday, the agency explained, " This content was produced based on the old-school hip hop style, and we intended to show respect for that culture. However, we did not realize that the content could be seen as reinforcing stereotypes against a certain race.
We sincerely apologize to anyone who felt uncomfortable. " However, the agency's statement was not enough to quell the anger of fans. Many demanded an immediate apology from the members. Some called for a boycott and flooded the comment sections of the group's social media accounts with harsh criticism.
In fact, KISS OF LIFE reportedly lost over 200,000 followers on social media in just a few days after the incident. In addition, members such as Haneul and Belle uploaded selfies without mentioning the controversy, making fans even more disappointed.
Harsh comments poured in. Some called them "insensitive," and some demanded they "apologize or disband." Many international fans felt that KISS OF LIFE neglected their sound because the group was not very popular in Korea but had a significant overseas fan base.
In response to the mounting pressure, finally on April 6, 2025, the members of KISS OF LIFE released a handwritten personal apology letter and uploaded it on their official Instagram account. In the letter, written in English, they expressed their deep regret.
" We would like to sincerely apologize for the content that was uploaded and disappointed many fans. We recognize that the content was culturally insensitive and we take full responsibility for our actions. We promise to continue to learn and show our sincerity through actions, not just words, " they wrote.
The letter also emphasized that their initial goal was always to spread self-confidence and love through their music, and that this incident served as a valuable experience for introspection. The members also admitted that they had been going through a difficult time before finally deciding to write the letter.
With two apologies—one from the agency and one from the members—it remains unclear whether this will be enough to restore fans' trust. But what is certain is that this incident has become an important lesson for KISS OF LIFE in understanding the importance of cultural sensitivity, especially when they have now entered the global market.
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