K-pop girl group KISS OF LIFE has come under fire for allegations of cultural insensitivity and racial stereotyping during a recent livestream. The group and their agency have since issued a formal apology.

📝 Official Statement: "We Sincerely Apologize"

On April 3, S2 Entertainment posted an official apology on KISS OF LIFE's social media, stating:

"We apologize for using expressions and styles that follow stereotypes of certain races."

They explained that the controversial content was inspired by old-school hip-hop, and their intention was to pay homage, not offend. However, the public response tells a different story.

🌍 Global Fans Call Out the Issue

The controversy erupted after KISS OF LIFE hosted a birthday livestream for member Julie on April 2. The group dressed in old-school hip-hop attire and imitated Black vernacular and gestures, which many fans—especially international viewers—found problematic.

A Reddit user wrote,

"I can't believe I'm seeing this in 2025. Black culture is not a costume."

Criticism quickly spread across global fandom platforms, calling out the group for reinforcing harmful stereotypes.

⚠️ Agency Responds with Plans for Removal

S2 Entertainment admitted their lack of cultural awareness, saying,

"We didn't fully recognize how this could reinforce stereotypes. We sincerely apologize to anyone who felt uncomfortable."

The agency promised to delete all related content and added,

"Moving forward, we will approach cultural elements with greater sensitivity and respect."

🎤 What's Next for KISS OF LIFE?

KISS OF LIFE, a rising rookie group, has been gaining attention for their bold style and global aspirations. However, this controversy is a wake-up call for K-pop acts navigating cross-cultural representation in a global fanbase.

As the group works to rebuild trust, fans are keeping a close eye on how they follow through on their commitment to cultural respect.

[Photo Credit: S2 Entertainment]