K-pop Group Kiss of Life Apologizes For “Culturally Insensitive” Video, Says “We Are Not Racist”

Nationwide — The members of KISS OF LIFE, a rising K-pop girl group managed by S2 Entertainment, are facing major backlash after a controversial livestream celebrating member Julie’s birthday. Julie, along with fellow members Natty, Belle, and Haneul, appeared dressed in what they called “old school hip-hop” fashion—sporting gold chains, cornrows, Bantu knots, and slurred rap-style freestyles, while dancing to 50 Cent’s “In da Club.” The video, which was intended to be playful and celebratory, quickly drew criticism from fans who felt it was racially insensitive and culturally appropriative. As a result, the group reportedly lost more than 200,000 followers on social media.

TMZ reports that fans, especially those outside of South Korea, were offended by the group’s use of cultural elements traditionally associated with Black communities, including African hairstyles and urban slang. One member was even mockingly dubbed “Lil Taco Belle” by viewers who saw the performance as a harmful stereotype rather than a tribute. The criticism intensified when it was pointed out that the Zulu-origin Bantu knots worn by a member were deeply rooted in Black culture and not appropriate for parody or costume.

Initially, S2 Entertainment issued a statement trying to ease tensions, stating the video was meant to honor old school hip-hop and was not intended to offend. The agency admitted they hadn’t considered that the content might reinforce negative stereotypes and confirmed that all related material had been taken down from their platforms. However, fans weren’t satisfied with the company’s apology, urging the idols themselves to take accountability instead of hiding behind their label.

On April 5, the group finally released a handwritten apology addressed to their fanbase, known as “Kissys,” acknowledging that their actions had caused significant disappointment. “Although we appear calm, it’s been extremely difficult leading up to this letter,” they wrote. The members emphasized that they now understand the video was culturally insensitive and admitted they waited too long to respond directly. “We wanted to show our love for hip-hop but took the concept too far,” they explained.

The group stressed that they’re taking full responsibility for the incident and promised to continue educating themselves on cultural issues. “There’s nothing we can say or do that can undo the hurt we’ve caused,” the letter continued. “All we can do is prove through our actions—not just our words—that we’ve learned from this and will grow.” Despite their emotional and seemingly sincere apology, the response has been divided. Some fans appreciated their humility and willingness to learn, while others felt it was too little, too late.

Criticism of individual members has continued, especially as Haneul and Belle were seen posting selfies on social media as though nothing had happened. Comments flooded their posts, with angry fans calling out what they saw as a lack of remorse. “We supported you from the beginning. This is how you repay us?” one message read. Others called for the group to disband entirely. Whether KISS OF LIFE can recover from this scandal remains uncertain—but for now, they remain under intense public scrutiny.