KISS OF LIFE’s Controversial Choreography Sparks Concerns Over Group Identity Following Lee Hae-in’s Departure
On June 9, KISS OF LIFE returned with their new title track “Lips Hips Kiss”, but a particular dance move has drawn backlash.
During the performance, members are seen pulling on the straps of their sleeveless tops, a gesture some viewers interpreted as mimicking the action of tugging on underwear straps, which many deemed visually provocative.
The choreography involves flicking or emphasizing certain body parts followed by grabbing and shaking the straps of their tops. Given the sleeveless outfits, the movement has sparked criticism for appearing overly sexualized. Some fans voiced discomfort, saying, “I don’t remember the song or performance, just that one awkward move.”
This isn’t the first time KISS OF LIFE has faced such criticism. Their 2024 track “Sticky” stirred similar controversy due to hip-centric choreography and sexually suggestive camera work. While Sticky proved commercially successful, some are now questioning whether the group is deliberately leaning into shock value again to replicate that success.
What makes this comeback particularly sensitive is that it’s the group’s first release without Lee Hae-in, the former main director who helped shape KISS OF LIFE‘s original identity through concept planning and music production. With her absence, fans had already been anxious about whether the group could maintain its unique character.
The appearance of another potentially controversial routine has only amplified those concerns. Despite the members’ clear talent and visuals, fans lament that the group is gaining attention more for provocative elements than their musicality. Some even attributed the missteps to Lee Hae-in’s absence, saying, “The members are amazing, so why keep pushing this direction?”
With public perception at stake, it may be time for KISS OF LIFE and their management to reflect on the group’s long-term artistic identity. Rather than chasing fleeting attention, building a distinct and consistent brand could be the key to lasting success.
