KISS OF LIFE’s Company Addresses Controversial Live Broadcast — Hit With Major Backlash
KISS OF LIFE‘s company apologizes for controversial live broadcast, but netizens aren’t impressed.
To celebrate Julie‘s birthday, the group had a “Birthday” live with the dress code being “old-school Hip Hop vibes.”
The live came under extreme fire for cultural appropriation as netizens shared their anger about the disrespect.
Following the controversy, KISS OF LIFE’s company shared an apology.
Hello, this is S2 Entertainment.
We’d like to address the issues that arose from the content that was uploaded on KISS OF LIFE’s official Youtube yesterday (April the 2nd).
We sincerely apologize 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 apologize for our shortcomings in recognizing the negative cultural implications that our content would be perceived as.
Our members and our team promise to approach cultural references with greater caution and respect moving forward and all related content has been removed from all of our channels. Thank you.
— S2 Entertainment
The initial post was shared through the company’s X account.
안녕하세요, S2 엔터테인먼트입니다.https://t.co/qsMhZCXhGK
— S2 Entertainment (@S2ent_official) April 3, 2025
Netizens weren’t happy with the apology, stating that the members were hiding behind the agency and the wording didn’t address the actual issues fans had.
Hiding behind their agency is crazy.
If you can be racist on live, you can apologise on live. You're grown women, own up to the shit that you do wrong instead of hiding behind your company. https://t.co/6OrO4JiC1g pic.twitter.com/X5a0ask0xv
— Kirsty🍉 🩵🩵ⁱˢ ᵐᵉᵉᵗⁱⁿᵍ ᴮⁱᵍ ᴼᶜᵉᵃⁿ🩵🩵 (@JKJeonEuphoria) April 3, 2025
kpop companies make their idols write hand written apology letters for dating but upload a lame ass apology when they're straight up being racist lol this is just so funny atp. https://t.co/RSWiOb5MzY
— eur۶ৎ (@kiofreceipts) April 3, 2025
"the true purpose of the content was to celebrate hip hop culture" so if I were to dress up as an asian woman and started doing stereotypical shit…..thats celebrating yall culture??? likeee who are you trying to fool? https://t.co/MOh3sASfK3
— 👩🏽💻lex (@ctrlelse) April 3, 2025
"the true purpose of the content was to celebrate hip hop culture" https://t.co/0oRdtGJ8hS pic.twitter.com/6EqGy7dQl5
— veronica (@slipknotais) April 3, 2025
Even on Reddit, the “apology” was criticized heavily. Many believed the members should have directly apologized rather than going through the company, and it seemed ingenuine and like the group didn’t care about the issue.
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