K-pop girl group KISS OF LIFE has publicly addressed growing backlash over the “overly sexual” choreography and styling for their new title track “Lips Hips Kiss,” directly responding to fan concerns about the group’s image and comfort on stage.
The controversy began after clips from the group’s June comeback showcase for “Lips Hips Kiss,” the title track from their mini album “224,” spread widely on social media.
In one viral video, members are seen pulling on their bra straps as part of the point choreography, a move many netizens described as needlessly sexual and “disgusting” for an idol performance.
Korean online communities quickly filled with posts criticizing the routine and questioning why such moves were necessary for a rookie girl group still rebuilding its reputation, according to Koreaboo.
Alongside the choreography, performance outfits, particularly member Belle’s stage costume, which some felt resembled lingerie, fueled further anger. Commenters argued that the styling and dance together pushed the group into a “shock value” concept rather than focusing on music and performance skills.
In response to the backlash, KISS OF LIFE and agency S2 Entertainment have sought to calm fans by explaining the intent behind the routine and stressing the members’ safety.
The company emphasized that “Lips Hips Kiss” was designed as a bold, confident performance and said the choreography went through internal review before being approved. At the same time, both the group and agency acknowledged that some viewers felt uncomfortable and said they were “listening closely” to the reactions.
Industry reports and commentary videos note that certain moves have already been toned down or adjusted in later stages, with camera angles and styling modified to reduce the focus on bra-strap gestures, Kpop Post reported.
S2 Entertainment has also reiterated that all members participate in discussions about choreography and outfits, stressing that no one is forced to perform moves that make them feel unsafe.
The latest dispute comes on the heels of a racially insensitive “hip-hop themed” birthday livestream earlier this year, which drew accusations of mocking Black and Latino communities.
After strong criticism, all four KISS OF LIFE members posted handwritten apologies, and the company issued a formal statement admitting they had reinforced harmful stereotypes. Because of that history, some fans now worry that the group and agency are overcorrecting by leaning heavily into a sexualized image to regain attention.
Online, reactions remain divided: some fans argue the members should not be blamed for concept decisions made by adults at the label, while others insist the group must more clearly set boundaries and advocate for choreography that aligns with their comfort and audience expectations.
As promotions for “Lips Hips Kiss” continue, many are watching to see whether KISS OF LIFE and S2 Entertainment further revise the performance and how honestly they engage with ongoing criticism, as per the Times of India.