KISS OF LIFE faces cultural appropriation backlash over hip-hop themed livestream, agency responds
KISS OF LIFE is facing widespread backlash after their recent livestream celebrating member Julie's birthday sparked accusations of cultural appropriation.
The themed event, titled 'old-school hip hop vibes,' featured members Julie, Belle, Natty, and Haneul dressed in outfits and hairstyles closely associated with Black culture, including cornrows, Bantu knots, oversized gold chains, and hats.
아 띠바 각자 컨셉에 충실한게 ㅈㄴ웃겨 pic.twitter.com/y1KKskFiIq — 미에 (@seelwww0) April 2, 2025
The livestream also included freestyle dancing and rap performances, with viewers calling out the portrayal as offensive and stereotypical. Clips from the event quickly circulated online, prompting criticism from fans and non-fans alike.
Many labelled the broadcast a 'mockery' of Black culture and expressed disbelief at the display, emphasising that two out of the four members were born and raised in the US with awareness around racial issues.
What Kiss of Life did is modern day blackface and cultural mockery. Dressing up as Black people like we're Halloween costumes, while indulging in exaggerated stereotypes? This wasn't accidental. They sat down, planned this, and got dressed. — ri (@ovryuri) April 2, 2025
I'm sorry kiss of life are neither uneducated nor ignorant. They knew exactly what they were doing and just didn't care — divvy⁷₁₂₇ | JIWOONG'S LESBIAN BEST FRIEND (@santoshdragon) April 2, 2025
now why the hell is kiss of life having a black people cosplay party 😭😭 — serene ♔ (@lowrisejns) April 2, 2025
S2 Entertainment responded to the growing outrage with a statement posted to their official social media accounts, stating: 'We sincerely apologise for causing discomfort to our viewers. The true purpose of the content was to celebrate hip hop culture where much of the musical inspiration for KISS OF LIFE comes from. We apologise for our shortcomings in recognising the negative cultural implications.'
The company added that all related content had been removed and promised that the members and team would approach cultural references with 'greater caution and respect' in future.
The controversy comes amid heightened sensitivity in the K-pop industry, especially following recent viral incidents involving other artists and racial slurs. As the backlash continues, fans are calling for more sincere accountability from both idols and their agencies.
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