Julie, Natty, Belle, and Haneul, all four members of S2 Entertainment’s rookie girl group, had to publicly apologise after the group posted a controversial birthday livestream that many fans found offensive and racially insensitive. The backlash was so intense that KISS OF LIFE lost over 200,000 followers on social media. The K-pop group has now shared a handwritten note on their official Instagram account, taking responsibility for their actions while also clarifying that they weren’t trying to be racist while dancing to 50 Cent’s In da Club. “We love hip hop,” they wrote, “but we took the concept too far.” The group admitted they’ve been thinking about their actions and have realised the content was culturally insensitive. “We take full responsibility for our actions,” they added, “and can only promise to do better.”

On March 29, the K-pop girl group hosted a livestream party with fans to celebrate their eldest member Julie’s birthday. They were dressed in what they called an “old school hip-hop” style, including cornrows, Bantu knots, gold chains, and rapped slang-filled freestyles. But it didn’t land the way they expected. Instead, the livestream was quickly labelled as cultural appropriation, with viewers pointing out how the outfits and behaviour played into harmful stereotypes, especially of Black culture. One member was even jokingly called “Lil Taco Belle.” Many also pointed out their use of a traditional African hairstyle from the Zulu Kingdom of Southern Africa, slamming the group with accusations of racism on social media. The backlash was immediate. Netizens and fans, especially international ones, demanded the video be taken down.