K-pop girl group KISS OF LIFE has made headlines for all the wrong reasons in recent months, as the rising stars found themselves at the center of a cultural appropriation controversy that has now led to their withdrawal from the upcoming KCON LA 2025 event.

It all started during a livestream held on April 2 to celebrate member Julie’s birthday. The theme of the livestream was an “old-school hip hop party,” but what was meant to be a fun, themed celebration quickly took a turn. The group members—Julie, Natty, Belle, and Haneul—appeared in outfits and hairstyles commonly associated with Black culture. From cornrows and Bantu knots to baggy clothing, gold chains, and snapbacks, their styling and behavior rubbed many fans the wrong way.

To make matters worse, the girls adopted exaggerated speech patterns and mannerisms that many viewers felt were mocking rather than honoring hip hop culture. One particularly controversial nickname, “Lil Taco Belle,” sparked immediate outrage, along with clips of them dancing to 50 Cent’s In Da Club and referencing Black men as their fashion inspiration. The tone and presentation of the livestream were widely criticized for being tone-deaf and racially insensitive.

Backlash came quickly.

Social media lit up with criticism, and disappointed fans called out the group for what they saw as clear cultural appropriation. Many expressed frustration that the group had crossed a line, especially considering the long history of K-pop borrowing from Black culture without fully understanding or respecting it. Some pointed out that Belle had even posted a cryptic message before the livestream that read, “Promise you won’t leave the fandom after watching it,” suggesting they may have known the content could spark controversy.

S2 Entertainment, the agency behind KISS OF LIFE, responded with an official apology the next day. They said the intention was to celebrate hip hop culture, not to disrespect it, but admitted the team lacked awareness and sensitivity. The livestream was quickly taken down.

Still, the situation didn’t calm down. Days later, each of the members shared handwritten letters, apologizing individually for their actions. In those letters, they acknowledged that they had gone too far and promised to reflect, learn, and do better. They said the backlash opened their eyes and they were truly sorry to anyone who felt hurt by their actions.

However, the apologies didn’t stop the heat. As the criticism continued and pressure mounted, KISS OF LIFE officially announced that they would no longer be participating in KCON LA 2025. While many fans were disappointed, others felt it was the right move—a necessary pause for the group to reflect on what happened and the larger issues it represents.

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