K-pop group KARD has caused a major buzz with their new music video for “Touch,” which features mature themes, bold choreography, and scenes that earned it a 19+ age rating. The video, released on July 2, includes suggestive moments, same-sex intimacy, and a carefree, sensual vibe that has fans and netizens talking. While some praised the group for pushing boundaries, others debated its impact in Korea’s conservative entertainment industry.
KARD’s “Touch” Music Video Features Mature Themes
The music video for “Touch” shows the four members—BM, J.Seph, Somin, and Jiwoo—engaging in flirtatious choreography, close interactions, and bold visuals. Some scenes include partial nudity, intimate touching, and a brief kiss between two female dancers, which is rare in mainstream K-pop. The song itself has playful yet suggestive lyrics, fitting KARD’s signature style of blending Latin-inspired beats with bold concepts.
Fans quickly noticed that the video was marked as 19+, restricting younger viewers. This isn’t the first time KARD has embraced mature themes, but “Touch” takes it further with its unapologetically sexy tone. The group has always stood out in K-pop for their co-ed lineup and willingness to explore more adult concepts.
“KARD never disappoints with their boldness. The chemistry, the visuals, the confidence—this is why they’re unmatched.” – Fan comment on X
Mixed Reactions From Fans and Netizens
While international fans celebrated the video’s liberating vibe, some Korean netizens had mixed opinions. Same-sex relationships remain a sensitive topic in South Korea, and K-pop rarely depicts LGBTQ+ themes openly. However, many fans applauded KARD for normalizing mature and diverse expressions of love and attraction.
Some joked that the group “dropped this for Pride Month” (June), even though the video was released in July. Others praised the members for their confidence and artistry, calling it a refreshing change from typical idol concepts.
“Two girls kissing in a K-pop MV? KARD said LGBTQ+ rights!” – Twitter user
“They know exactly what they’re doing, and I’m here for it. KARD always brings the heat.” – Fan reaction on YouTube
KARD’s Consistent Bold Approach in K-Pop
KARD has built a reputation for defying K-pop norms since their debut in 2017. As a co-ed group, they’ve faced unique challenges but have also gained a loyal fanbase for their daring music and performances. Their previous releases, like “Dumb Litty” and “Ring The Alarm,” also carried bold, high-energy concepts.
This time, however, “Touch” takes their fearless image even further. The members have openly discussed their creative freedom, with BM (the group’s leader) often emphasizing their desire to experiment without restrictions.
Why This Release Stands Out in K-Pop
Most K-pop agencies avoid overly sensual or LGBTQ+-inclusive content to maintain a broad audience appeal, especially in conservative markets. However, KARD’s agency, DSP Media, has allowed them to explore edgier concepts. This has led to debates about double standards in K-pop, where female idols often face stricter scrutiny than male idols for similar concepts.
Despite the discussions, “Touch” has been well-received globally, with fans praising its unfiltered confidence and fun energy. The song itself is a catchy, reggaeton-inspired track, making it a summer hit contender.
What’s Next for KARD?
The group is expected to promote “Touch” on music shows and through live performances. Given the video’s mature rating, it’s unclear if broadcast versions will be edited. Meanwhile, fans are eagerly awaiting more behind-the-scenes content and potential dance challenges.
KARD has proven once again that they’re unafraid to challenge norms, and this release solidifies their place as one of K-pop’s most daring acts.
Credits: News sources from X (Twitter) fan reactions, YouTube comments, and DSP Media updates.
