KISS OF LIFE is facing strong online backlash after releasing a dance challenge video for their new song “Who Is She.” The choreography includes moves where members pretend to choke each other and thrust their hips. Many viewers have called the routine “disgusting” and “too much,” while some fans defend the group’s bold style. The controversy has split opinions across social media and K-pop communities worldwide.
Dance Challenge Video Crosses the Line for Many Viewers
The group uploaded the “Who_is_she_Challenge” video on their official YouTube channel on April 11, 2026. The short clip shows the four members—Julie, Natty, Belle, and Haneul—pairing up to perform the routine. The moves include one member placing a hand on another’s neck in a choking motion while both thrust their hips together.
The video quickly gained over a million views. But instead of praise, it brought heavy criticism. On Korean forum theqoo, the response was nearly all negative. One user wrote, “This is the most disgusting thing I’ve ever seen.” Another said, “I don’t know what concept this is, but it’s just unpleasant.”
Many pointed out that the choreography looks too sexual for a dance challenge meant to be shared with other idols. A comment with over 4,500 likes said, “This is strange.” Others wrote, “It looks cheap” and “Why do they need to be this provocative when the song has a girl crush concept?”
The reaction spread beyond Korea. On Threads, a Taiwanese user wrote, “Can I say it? I don’t really understand what looks good about this move.”
Members Julie and Belle Respond to the Growing Backlash
On April 13, Julie and Belle addressed the controversy during a live broadcast. They tried to explain the group’s position without backing down from their artistic choices.
“We love trying new things and showing a strong, confident side. We know not everyone will like it, but we feel proud of pushing ourselves to grow as artists.”
“We are open to helpful advice and always try to listen carefully.”
Julie also spoke about how people see things differently. She asked, “What is the one ‘right’ way to be? There is none. Our differences are what make each person shine.”
But the response did not calm the situation. Many online commenters said the members avoided the real issue. Some felt the choreography was designed just to create shock and get attention. One person wrote, “I understand your intention, but this really crossed the line.” Another said, “Please get better choreographers who think about the concept properly.”
Song’s Positive Message Gets Lost in the Controversy
The single “Who Is She” came out on April 6. The group described it as a track about “self-identity” and encouraging listeners to stop chasing perfection.
But that message got buried under the dance debate. Many people said they could not take the song’s meaning seriously when the choreography told a different story. A netizen commented, “What is this supposed to express? Sexiness? If so, it completely failed.”
The music video for “Who Is She” has passed 30 million views despite the backlash. But the song itself has not performed well on Korean charts. Eight days after release, it failed to enter Melon’s TOP100 chart.
Not the First Time for KISS OF LIFE’s Provocative Style
This is not new ground for KISS OF LIFE. The group has faced similar criticism before. Their 2022 song “Lips Hips Kiss” drew backlash for choreography that looked like pulling on underwear straps. They had to change those moves after public complaints.
Their debut track “Sticky” also got negative reactions for twerking and camera angles that many felt were too focused on body parts. One of their better-performing songs, “Igloo,” used a girl crush concept with less sexual content. That song reached number 37 on Melon’s TOP100 chart.
Some industry watchers say the group’s small agency, S2 Entertainment, may be using provocative concepts as a marketing tool. Without big budgets for promotion, controversy can bring free attention. But the risk is that this strategy can hurt the group’s long-term image.
Outfit Choices Add More Fuel to the Fire
The controversy grew bigger when people noticed Natty’s outfit during an April 12 performance on “Show! Music Core.” She wore a top with visible lace details on her shorts and thigh-high stockings. Many called this “underwear as outerwear” and said it went too far.
Korean commenters expressed anger at the agency. One wrote, “I really hate that the company makes idols dress like this.” Another said, “This isn’t sexy at all. Anyone can see this outfit is made to exploit her.”
But international fans pushed back hard. Some argued that Natty is an adult and can choose what she wants to wear. One supporter said, “Natty looks amazing. She radiates confidence. Haters need to stop complaining.”
Concerns About Young Fans and Idol Interactions
A major worry raised by critics is how this dance could affect younger fans. YouTube Shorts and TikTok are full of K-pop dance covers done by teenagers. Parents and viewers asked, “What if children copy these moves?”
Another point of debate is the challenge format itself. K-pop groups often invite other idols to film dance challenges together. But with this routine, many said no other idol would agree to participate. A comment summed it up: “How can they ask other idols to do this challenge? Male idols definitely can’t join.”
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The Group’s Agency Has Not Released an Official Statement
S2 Entertainment has not put out a formal response to the controversy. The agency only asked people to watch the full stage performance instead of judging from short clips. They suggested the complete performance gives a different view of the choreography.
But that explanation has not satisfied critics. The video remains online, and the debate continues across social media platforms. Fans remain split between those who support the group’s bold choices and those who want a change in direction.
Also Read: BTS’s Jungkook and RM Talk ‘Seven’ Lyrics and Adult Themes in Rolling Stone Interview
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