KISS OF LIFE, the rising K-pop girl group under S2 Entertainment, is currently at the center of a growing cultural controversy that refuses to subside. What started as a celebratory livestream for member Julie’s birthday on April 2, 2025, has escalated into a significant public backlash, particularly following the group’s silence after their agency issued an apology.
The incident, rooted in accusations of cultural appropriation and racial insensitivity, has left the quartet: Julie, Natty, Belle, and Haneul, facing intense scrutiny, and their lack of personal response is only adding fuel to the flames. The broadcast was intended to celebrate member Julie’s birthday with an “old-school hip-hop vibes” theme, but it turned out to be a chaotic controversy that sparked fans’ reactions.
KISS OF LIFE’s live stream that sparked the outrage
The controversy arose during a livestream titled “Birthday,” which was meant to celebrate Julie’s special day with an “old-school hip-hop vibes” theme. The participants were dressed in gold chains and wore hairstyles such as cornrows and Bantu knots, which are deeply rooted in Black culture. While they exaggerated their mannerisms and attempted freestyle rapping, what was intended as a tribute to hip-hop, a genre that has significantly influenced KISS OF LIFE’s music, was quickly perceived by many as a mockery of Black culture.
Social media erupted with criticism, with viewers accusing the group of cultural appropriation and stereotyping. The backlash was swift and unrelenting, amplified by the fact that two members, Julie (born in Hawaii) and Belle (born in Seattle), were raised in the United States, where cultural sensitivity is widely discussed. S2 Entertainment, the band’s agency, came forward a day after the incident to issue an apology which read:
We sincerely apologize for causing discomfort to our viewers,” S2 Entertainment, the group’s label, said in a statement. 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 apologize for our shortcomings in recognizing the negative cultural implications that our content would be perceived as.(Via. ABS-CNB)
However, the agency took accountability and apologized by removing the live stream for KISS OF LIFE’s social media account; there has been no personal action from the band members taking direct responsibility for their actions. Not interacting with their fans directly on this issue and hiding behind the agency’s name could possibly damage the image that the brand has built so far.
Why does KISS OF LIFE’s personal apology matter?
In K-pop scandals, it is common for agencies to issue apologies. However, these apologies are often criticized for being impersonal or evasive. Fans and critics argue that the individual members involved, particularly those with more agency in the situation, like Julie and Belle, who grew up in the U.S. and may better understand cultural nuances, should take responsibility for their actions.
The livestream wasn’t a scripted company production but a live, member-driven event, suggesting they had input into the “old-school hip-hop vibes” theme that backfired. A personal apology would show they recognize their role as puppets of S2 Entertainment and as individuals who made choices. Since their 2023 debut, KISS OF LIFE has built a promising career with hits like “Shhh” and a bold, confident image.
This controversy threatens to derail that momentum. However, a personal apology could mitigate long-term damage by showing sincerity and growth, potentially winning back disillusioned supporters. Historical examples, like BTS’s RM personally addressing his 2013 slur controversy in 2020(Via. Soompi) or Stray Kids’ Han’s handwritten apology in 2021(Via. Koreaboo), demonstrate that fans often forgive when idols take ownership.
Conversely, silence or reliance on S2’s statement risks cementing a narrative of insensitivity, especially amid a K-pop reckoning on cultural issues. This is the time for KISS OF LIFE members to engage their fanbase with a genuine, heartfelt apology and maintain their fans’ dignity and trust.
This post belongs to FandomWire and first appeared on FandomWire
