KISS OF LIFE Under Fire for Racial Stereotyping—Agency Responds

K-pop girl group KISS OF LIFE (also known as KIOF) has sparked backlash from international fans after a birthday livestream was accused of racial insensitivity. The group has since issued an apology following controversy over alleged racial stereotyping.

On April 3, the group’s agency S2 Entertainment released a statement via its official social media, saying:

“We sincerely apologize for using expressions and styles that reflect stereotypes of a specific race in the birthday content uploaded on April 2.”

The agency explained,

“The content was based on an old-school hip-hop concept, and our intention was to express respect for the culture. However, we failed to fully recognize that it could come across as reinforcing racial stereotypes.”

They continued,

“We sincerely apologize to anyone who felt uncomfortable or offended. The members are also taking this issue seriously. Moving forward, we will be more cautious and respectful when incorporating cultural elements. All related content will be deleted.”

S2 Entertainment concluded with a renewed apology,

“We once again extend our sincerest apologies to those who were hurt.”

The controversy arose after KISS OF LIFE held a live broadcast on April 2 to celebrate member Julie’s birthday. During the broadcast, all members appeared in hip-hop-inspired outfits. Some fans took issue with the members allegedly imitating African-American vernacular, calling it a form of racial stereotyping.

Official Statement from S2 Entertainment

Hello,

This is S2 Entertainment.

We sincerely apologize for the use of expressions and styles that may have reflected racial stereotypes in the birthday content uploaded on April 2.

The content was created with an old-school hip-hop concept in mind, and our intention was to honor and express appreciation for the culture. However, we acknowledge that it may have been perceived as reinforcing stereotypes associated with a specific race—something we did not fully recognize at the time.

We offer our deepest apologies to anyone who felt uncomfortable or offended. The members are also taking this matter seriously, and we will move forward with greater sensitivity and respect when referencing or incorporating cultural elements.

As part of this commitment, all related content will be removed.

Once again, we sincerely apologize to those who were hurt by this.

Thank you.