K-pop girl group KISS OF LIFE is under fire once more after a recent TikTok video featuring members Natty and Belle with EXO’s Baekhyun sparked intense backlash. The group, already facing criticism for a previous cultural appropriation controversy, is now seeing fans demand the removal of the video from Baekhyun’s social media accounts.
The TikTok in question was part of Baekhyun’s promotional activities for his new project, Essence of Reverie, and its title track “Elevator.” The video shows Baekhyun performing the choreography alongside Natty and Belle. While collaborations between idols are common, this one triggered strong reactions due to KISS OF LIFE’s recent scandal.
In April 2025, the group faced massive backlash for a hip-hop-themed live stream celebrating member Julie’s birthday. During the broadcast, the members wore cornrows, gold chains, and snapback hats, while also using AAVE (African American Vernacular English) and exaggerated accents. They even gave themselves nicknames like “Lil Taco Belle” and “Bob Sky,” which fans called disrespectful and culturally insensitive.
After the live stream, KISS OF LIFE issued a handwritten apology, stating:
“We really want to sincerely apologize for the content that was uploaded that caused so much disappointment to our fans. We realize now that our content was culturally insensitive and take full responsibility for our actions.”
Despite the apology, many fans felt it lacked accountability, failing to directly address the specific communities affected. The controversy led to real-world consequences, including the group’s removal from KCON 2025 Los Angeles and backlash against Julie’s feature in Red Velvet – IRENE & SEULGI’s new release.
Now, the TikTok with Baekhyun has reignited the debate. Some fans argue that associating with KISS OF LIFE could harm Baekhyun’s reputation, especially as he prepares for his U.S. tour in June 2025.
NO…..
— jas is seeing kaibaek! (@baeksoocotton) May 28, 2025
pls for who ever runs his social media delete this, this can truly affect his image specially right now that he will be touring worldwide. pls don't upload anything with problematic people…
As much as this is a great collaboration. But with the current situation and the fact that he’s going to US for the tour. I just wished his PR team is a little more careful, because ppl will find absolutely every little reason to drag him down… https://t.co/DpffEiubmy
“As much as this is a great collaboration, with the current situation and the fact that he’s going to the U.S. for the tour, I just wished his PR team was a little more careful.”
Others defended the group, saying the continued backlash is excessive:
“They already apologized, but people are still treating them like criminals. Not a fan of KIOF, but this level of hate? It’s too much.”
They already apologized, but people are still treating them like criminals. Not a fan of KIOF, but this level of hate? It's too much. When does accountability become bullying? Can we just give these girls a chance to grow and learn? https://t.co/iAAuH4bZ8t
You're all weird, acting like the kiof are criminals. It's stupid to think this affects Baek's reputation. This isn't a real problem.If you don't like them, fine! Keep scrolling and don't watch the video. You can get on with your life. https://t.co/r0wDj7kEMN
Baekhyun, who is set to perform in Newark, Los Angeles, Seattle, and other U.S. cities, has not commented on the controversy. Meanwhile, KISS OF LIFE continues to face scrutiny with every new update, raising questions about how long the backlash will last and whether the group can recover.
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