KISS OF LIFE Faces Renewed Backlash Over TikTok With EXO’s Baekhyun Amid Racism Controversy
Girl group KISS OF LIFE is once again facing intense criticism from international K-pop fans, this time following a TikTok collaboration with EXO’s Baekhyun that reignited unresolved controversy over a previous scandal involving cultural appropriation.
Members Belle and Natty appeared in a TikTok challenge alongside Baekhyun to promote his new project Essence of Reverie, specifically the title track “Elevator.” While the collaboration was meant to be a fun promotional moment, it quickly backfired. Fans flooded Baekhyun’s official accounts with demands to delete the video, fearing negative repercussions for the EXO star, especially with his upcoming U.S. tour on the horizon.
One fan wrote on X (formerly Twitter),
“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…”
The backlash traces back to April 2025, when KISS OF LIFE held a live birthday event for member Julie that was framed around a “hip-hop” concept. Members wore cornrows, gold chains, and mimicked speech associated with Black culture. Despite apologies issued by S2 Entertainment and the members themselves, the response was slammed for failing to fully address the harm caused.
The group was removed from the KCON 2025 LA lineup, and Julie’s feature in Red Velvet – IRENE & SEULGI’s comeback track TILT was met with heavy criticism. The recent TikTok with Baekhyun has only added to the pile-on.
Still, not all fans are condemning KISS OF LIFE. Some international supporters argue that the backlash has gone too far, especially considering the group’s prior apology.
“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?”
The incident highlights the fragile balance between public accountability and the long-term fallout idols face in a fast-moving, global fan culture. As Baekhyun gears up for international promotions, and KISS OF LIFE attempts to rebuild, the clash between redemption and cancellation continues to play out in real time.