KISS OF LIFE’s Status After Massive “Racist” Controversy Shocks Netizens 

Just weeks after finding themselves at the center of a cultural appropriation controversy, rookie girl group KISS OF LIFE is seemingly struggling to regain public attention.

The group’s alleged drop in popularity has become a hot topic among K-Pop fans online, with many expressing shock at how much has changed in such a short time.

| Billboard

In early April, KISS OF LIFE sparked backlash during a livestream held for member Julie’s birthday. The group dressed in what they described as “old-school hip hop” style — wearing oversized chains, hats, and sporting hairstyles like cornrows and Bantu knots. Their exaggerated mannerisms and choice of styling were widely criticized for reinforcing harmful stereotypes of Black culture. The livestream led to mass complaints from international fans, and S2 Entertainment later issued a public apology.

KISS OF LIFE Under Fire For Cultural Appropriation In Birthday Livestream

Following the controversy, netizens claim their interest in the group noticeably declined. While KISS OF LIFE had been gaining momentum as one of the rising rookie groups known for strong performances and social media engagement, the scandal seems to have caused a major setback. Fans have pointed out that fewer people are actively following the group’s activities since the incident.

| @KISSOFLIFE_S2/X (formerly known as Twitter)

On May 7, KISS OF LIFE released a digital single titled KISS ROAD with the track “Live Laugh Love.” However, unlike their earlier releases, this comeback failed to generate buzz. The animated music video has only reached 1.4 million views, low for a group that once enjoyed viral attention.

The song was released with little to no pre-promotion, which some fans described as a “surprise” drop. Despite that, the group is currently promoting the track, including a live performance posted on the popular YouTube channel it’sLive. Unfortunately, the clip only gained attention on X (formerly Twitter) due to viewers mocking the song rather than celebrating it.

Many fans were stunned to realize a group that previously benefited so heavily from K-Pop’s social media-driven success could release a song without anyone noticing.

when did they have a comeback what the hell😭😭 https://t.co/3wnG543Nzt

— ☆ (@khiawings) May 11, 2025

kiss of life might be the first kpop group that actually killed their career due to antiblackness bc why they had a single drop and no one knew. no outrage bait tweets about it either. just dead silence pic.twitter.com/RzFRum6d4X

— kevin’s disc drive 💿 (@computercart) May 9, 2025

the kiof cancellation was actually successful cus i really don’t even hear about them anymore- pic.twitter.com/Cyf7WWQ8We

— remi ⁹🦢 (@momoyolaa) May 3, 2025

Kiof really did ruin their career omg ..

— travis¹² 🇵🇸 (@archiveidalso) May 7, 2025

Some are even speculating that “Live Laugh Love” may be an intentional effort to rebrand the group after the backlash, attempting to shift their image in the wake of the cultural appropriation controversy.

not live love laugh after the biggest kpop idols being racist scandal in the last like 5 years https://t.co/pJCQHSIFVv

— ʞᴉʌ 🇻🇪 (@vvkkda) May 12, 2025

Rebranding themselves w this live love laugh bs after being racists online is so funny https://t.co/QycxFX2SS5

— miffy (@D7NAMITE) May 12, 2025

With their reputation still recovering, KISS OF LIFE faces an uphill battle in regaining the momentum they once had.