On April 29th at 6 PM (KST), girl group IVE released their second EP album “IVE SWITCH” along with the title track “HEYA” and its music video.
This album represents a new narrative for IVE by expressing the traditional story genre – folktales – from a new perspective, at the same time expanding the IVE’s signature brand of “self-love”.
In particular, the music video for “HEYA” incorporates various elements of traditional Korean concepts, from stage to costumes. It is considered a true “K-pop” that adds Korean charms through items like traditional fans, tobacco pipe, norigae, and jeogori.
Regarding these elements, IVE’s Ahn Yujin said, “It’s meaningful that we prepared the music video and costumes in a Korean style for ‘HEYA.'”
However, some Chinese netizens on social media platforms like Weibo accused the music video of “boldly stealing Chinese culture” and “overusing Chinese elements.”
Some even criticized IVE on social media, accusing the girl group of “shameless” behavior and claiming that Korea is indiscriminately taking away Chinese culture. Comments like “Learn history before claiming cultural heritage” and “Thanks for promoting Chinese traditional culture” have flooded the “HEYA” music video.
Meanwhile, the music video for “HEYA” exceeded 9.2 million views in 14 hours after its release.
Source: Insight
