Kiss of Life, the rising K-pop girl group, is under fire after a recent birthday video sparked backlash for cultural insensitivity. The clip, which featured the four members dancing to 50 Cent’s iconic 2003 hit “In da Club,” drew accusations of cultural appropriation — and now, the group is issuing a heartfelt apology.
The Video That Sparked Outrage
In the since-deleted video, members Julie, Natty, Belle, and Haneul wore tilted baseball caps and oversized gold chains — fashion statements long associated with early-2000s hip-hop culture — while dancing and lip-syncing to the popular rap track. Though seemingly intended as a lighthearted birthday celebration, fans and social media users were quick to criticize the clip as racially insensitive and tone-deaf.
The video spread quickly across platforms, especially on X (formerly Twitter), where the group has a following of nearly 300,000 fans. Many called out the imagery as a harmful stereotype of Black culture and accused the group of mocking hip-hop aesthetics for entertainment.
Handwritten Apology Shared Online
In response to the growing controversy, the group posted a handwritten apology on Saturday via their official X account. In the statement, the members expressed deep regret and acknowledged that they had taken the concept “too far.”
“We sincerely apologize for causing discomfort and disappointment to our fans,” they wrote. “We only wanted to express our love for hip hop, but we now realize that our actions were culturally insensitive.”
The letter continued, stating that it has been painful to witness the impact of their actions and how much they’ve hurt fans who have supported them since their debut.
A Pledge to Learn and Do Better
Kiss of Life emphasized that they are committed to learning more about cultural sensitivity and the importance of representation. They admitted that no apology can undo the harm caused but promised to move forward with more awareness and respect for the cultures they admire.
“We will make sure to educate ourselves further and reflect deeply on how we present ourselves in the future,” the group wrote. “We hope to regain your trust.”
Mixed Reactions Online
While some fans have accepted the apology and expressed hope that the group will grow from the incident, others are still upset. The hashtag #CancelKissofLife began trending, with critics arguing that the group should face consequences for their actions.
Comments under their apology post reflect the divide — with some urging forgiveness and others demanding accountability beyond a letter.
Cultural Appropriation in K-Pop: A Recurring Issue?
This incident is part of a broader conversation about cultural appropriation in the K-pop industry. Over the years, several groups and artists have faced similar accusations for adopting elements of Black culture — from hairstyles and fashion to using racial slurs or mimicking African-American Vernacular English (AAVE).
As K-pop continues to expand globally, especially in the West, artists are under increasing pressure to respect the cultures they borrow from and to ensure they do so authentically and respectfully.
What’s Next for Kiss of Life?
Kiss of Life debuted in 2023 with a growing fanbase and attention for their fresh sound and unique style. However, this controversy may present a significant challenge for their career — especially as the industry and fans demand greater accountability and cultural awareness from public figures.
Whether the group can bounce back depends on how they follow through on their apology and demonstrate their commitment to change — not just in words, but in future actions.
