The controversy surrounding K-pop group KISS OF LIFE erupted in early April when a livestream celebrating member Julie’s birthday triggered widespread criticism on social media. Held on April 2, the event embraced an “old-school hip-hop vibes” theme, featuring the four members—Julie, Natty, Belle, and Haneul—sporting cornrows, bantu knots, oversized gold chains, and outfits tied to hip-hop culture. The broadcast, which included freestyle dancing and rap attempts, was swiftly labeled as stereotypical and offensive by international fans. Clips from the stream spread rapidly online, igniting debates about cultural appropriation in K-pop. The group’s agency, S2 Entertainment, issued an apology on April 3, but the fallout persists, raising broader questions about cultural sensitivity and accountability in the industry.
The backlash escalated beyond a typical fan critique. Many viewed the theme and execution as a deliberate mockery, especially given that Julie and Belle, born and raised in the US (Hawaii and Seattle, respectively), would likely be familiar with cultural appropriation debates. The scrutiny intensified due to Julie’s past: in 2023, she faced criticism for using an offensive term in a cover song, later apologizing for it. This history fueled accusations that neither the group nor its agency had learned from prior missteps.
Responding to mounting pressure, S2 Entertainment released a statement on April 3 via the group’s official social media, explaining that the livestream aimed to “celebrate hip-hop culture, a key musical inspiration for KISS OF LIFE.” The agency acknowledged its failure to recognize the negative cultural implications and confirmed the removal of all related content. However, many fans found the response lacking, calling for a direct apology from the members rather than a corporate note.
Fan reactions and social media storm
The online reaction was swift and varied. International fans, particularly from Black and Latino communities, condemned what they called a “Black culture cosplay.” One X user pointed out the irony of US-raised members making such a misstep in a country where racial discourse is prominent. Belle’s outfit, reminiscent of Latino cholo subculture, paired with her self-styled “Taco Belle” nickname during the live, added another layer of criticism over racial stereotyping.
Some supporters argued the intent was to honor hip-hop, a genre that shaped tracks like “Sticky” and “Bad News.” Yet, the prevailing sentiment focused on the execution, deemed a shallow caricature that disregarded the historical and social weight of the culture portrayed. The hashtag #KISSOFLIFEApologize trended widely, accompanied by demands for deeper cultural education for idols and their agencies.
KISS OF LIFE’s background
Launched in 2023 by S2 Entertainment, KISS OF LIFE is a multinational quartet that quickly rose in the K-pop scene. Comprising Julie (Hawaiian), Natty (Thai), Belle (American), and Haneul (South Korean), the group debuted with their self-titled EP in July of that year, featuring tracks like “Shhh” and solo singles showcasing their versatility. They’ve since built a global fanbase with releases like the October 2024 EP “Lose Yourself” and the viral hit “Sticky.” This rapid ascent now faces a significant hurdle with the current controversy.
Their diverse cultural makeup had been a selling point, blending influences from across the globe. This made the livestream incident all the more jarring for fans who expected greater awareness from a group with such international exposure.
Critics weigh in on the livestream
The birthday broadcast wasn’t just a casual celebration—it was a planned event that exposed gaps in the group’s and agency’s approach to hip-hop culture. The members donned hairstyles like cornrows and bantu knots, deeply rooted in African history, including the Zulu Kingdom, where they served as protective styles and identity markers. Critics saw these reduced to mere fashion props, stripped of their significance.
Moreover, the exaggerated freestyle moves and rap attempts were perceived as mocking imitations of Black rappers. For many, the issue wasn’t just the visuals but the lack of reverence for hip-hop’s origins—a genre born in the 1970s Bronx as a voice for marginalized communities.
S2 Entertainment’s full response
On April 3, S2 Entertainment posted an English-language statement on the group’s social media, aiming to quell the uproar. It described the livestream as a tribute to hip-hop but admitted the team overlooked its “negative cultural implications.” The agency vowed that both members and staff would handle cultural references with “greater caution and respect” moving forward, alongside removing all related footage.
Though prompt, the statement fell short for much of the audience. Critics called it vague and formulaic, failing to address specifics like the hairstyles or stereotypes. Fans also wondered why Julie and Belle, with their American roots, hadn’t spoken out personally, given the incident’s personal resonance.
Cultural appropriation in K-pop: a recurring issue
The KISS OF LIFE incident isn’t unique in K-pop, an industry long criticized for cultural appropriation. Groups like BTS, MAMAMOO, and BLACKPINK have faced similar accusations, from dreadlocks to the use of Indian and African elements without proper context. As K-pop globalized, its diverse audience began holding artists to higher standards, exposing a disconnect with many South Korean agencies’ understanding of cultural nuance.
In a nation where over 95% of the population is ethnically Korean, exposure to other cultures often comes via media, sometimes leading to superficial takes. With K-pop now dominating markets in the US, Europe, and Latin America, there’s growing pressure for artists and companies to prioritize cultural education.
Immediate fallout for the group
The timing couldn’t be worse for KISS OF LIFE. Fresh off “Lose Yourself” and kicking off their “Kiss Road” Asia tour on April 4 in Bangkok, they aimed to cement their status as a fifth-generation K-pop standout. The tour spans cities like Manila, Singapore, and Osaka, culminating in a historic performance at Budapest’s Sziget Festival in August—the first K-pop act to grace the event.
Yet, this incident risks overshadowing those plans. International fans, a key demographic, have voiced disappointment, with some threatening boycotts. While the livestream content was removed, fan-shared clips keep the controversy alive, piling pressure on the group for a stronger response.
Timeline of the controversy
The events unfolded rapidly, marked by a chain reaction online. Here’s a breakdown:
- April 2: KISS OF LIFE hosts Julie’s birthday livestream themed “old-school hip-hop vibes.”
- April 2 (evening): Clips go viral, sparking cultural appropriation backlash on X and beyond.
- April 3: S2 Entertainment apologizes and deletes the content from official channels.
- April 4: Fans ramp up calls for member statements as the “Kiss Road” tour begins in Bangkok.
This timeline underscores the speed of the uproar and the agency’s challenge in managing it in real time.
Push for accountability
Fans aren’t just seeking apologies—they want tangible steps. Suggestions on social media include cultural sensitivity training for the group, a practice some agencies adopted post-scandal. Others argue Julie, as an informal leader and the livestream’s focal point, should take the lead in addressing it, given her background and past incident.
The lack of a direct statement from the members remains a sore spot. In past K-pop controversies, like MAMAMOO’s Hwasa in 2020, personal apologies helped soften public perception. For KISS OF LIFE, the members’ silence after the agency’s note has only deepened the frustration.
Hip-hop’s role in KISS OF LIFE’s music
Hip-hop isn’t a passing fad for the group—it’s core to their sound. Since their debut, songs like Natty’s “Sugarcoat” and “Bad News” have leaned on hip-hop beats and flows. Julie has cited influences like BLACKPINK and 2NE1, both known for blending the genre into K-pop. This connection makes the livestream blunder all the more striking, as their familiarity with hip-hop didn’t translate into respect for its roots.
The influence shines through in recent work, like “Superpower,” a July 2024 collaboration with Riot Games for Valorant Champions, featuring Natty, Julie, and GOT7’s Mark Tuan. That global appeal is now at risk amid the backlash.
Industry and artist reactions
No idols or groups have directly addressed this case, but it lands during a reflective moment for K-pop. Recent leaks of BLACKPINK pre-debut videos reignited debates over racial terms, signaling a systemic issue. The timing suggests the industry still grapples with adapting to global audience expectations.
Agencies like HYBE (formerly Big Hit) have taken steps like donations and lyric tweaks post-controversy for BTS. S2 Entertainment’s silence on proactive measures keeps KISS OF LIFE in the spotlight.
Key elements sparking outrage
The livestream highlighted several contentious points. Here’s what stood out:
- Hairstyles: Cornrows and bantu knots, used without cultural context, were flagged as appropriation.
- Clothing and accessories: Oversized gold chains and baggy outfits echoed rapper stereotypes.
- Behavior: Over-the-top freestyle and rap attempts came off as caricatures.
- Lack of depth: The hip-hop theme felt like a surface-level aesthetic, ignoring its legacy of resistance.
Together, these turned a celebration into a case study in cultural missteps.
What’s next for KISS OF LIFE
With a bright future ahead, the group now faces a resilience test. The “Kiss Road” tour rolls on, but fan sentiment is split. Loyal supporters stand by them, while others await a meaningful gesture to rebuild trust. The Sziget Festival in August looms as a pivotal moment, though its success hinges on navigating this fallout.
Calls for accountability persist. Fans propose using their platform to foster dialogue, perhaps through hip-hop artist collaborations or educational efforts. For now, attention centers on their next move—onstage and off.
Data behind the uproar
The controversy’s scale shows in the numbers. On X, posts about it racked up thousands of interactions within 48 hours of the livestream. The original video, pre-removal, drew hefty views, and user-shared clips keep circulating. The group’s fanbase, up 300% since “Sticky” in 2024, risks stalling depending on how they address this.
For S2 Entertainment, a newer player, the stakes are high. With KISS OF LIFE as their flagship act, balancing image protection and global expectations is a tightrope walk.
Upcoming tour and releases
Despite the storm, KISS OF LIFE’s schedule remains packed. “Kiss Road” hits Yokohama and Macau soon, with a June album slated as their first since “Lose Yourself.” Their recovery hinges on managing this turbulence, both in performance and public response.
The Sziget Festival appearance in August offers a chance to reclaim the narrative before a massive European crowd—assuming they can weather the current backlash.
Lessons from K-pop history
Such incidents aren’t new. In 2017, GOT7’s Jackson faced heat over dreadlocks and a defensive reaction, later showing growth by backing causes like Black Lives Matter. BTS adjusted lyrics and donated significantly after similar scrutiny, proving redemption is possible with action.
For KISS OF LIFE, more than a statement is needed. As K-pop’s global reach grows, fans demand accountability—and the industry can’t afford to ignore it.
Fan expectations moving forward
Fans have clear, urgent demands:
- A personal apology from the members, via video or text.
- Commitment to cultural education to prevent repeats.
- Transparency on S2 Entertainment’s future cultural approach.
- Specific acknowledgment of the livestream’s problematic elements, like hairstyles and stereotypes.
These reflect a call for authenticity and responsibility—values K-pop must embrace to stay relevant worldwide.
S2 Entertainment apologises for KISS OF LIFE content on Julie’s birthday livestream:
— “Hello. This is S2 Entertainment.
We apologise for the use of language and style in our birthday content uploaded yesterday that conforms to stereotypes of certain races.
The content was… pic.twitter.com/HaAXxTuaCZ
— Kpop Charts (@kchartsmaster) April 3, 2025
the fact that the company and not kiss of life themselves did the apology (which wouldn’t have made a difference) is so cowardly and disrespectful. like having “hip hop style” bday theme yet aren’t explicitly stating which race or culture you offended/took from is weird af
— brenay⁷ ❤️ ryuji | saw psyfe💚 (@lovelybrenay) April 3, 2025
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