Summer means summer tunes, and to match the fun-in-the-sun atmosphere, many summer K-pop releases are upbeat, vibrant, and, of course, summery. K-pop summer releases often break the usual norms with their unique concepts, stage outfits, and choreography. We’ve had iconic hits like “Hot Summer” by f(x), “Loving U” by SISTAR, and “Bubble Pop” by HyunA. 

Now, in 2024, KISS OF LIFE’s “Sticky” is gaining significant attention, but why?

It’s not the song or the outfits that have caught viewers' attention but rather the choreography. KISS OF LIFE, a four-member group consisting of Julie, Natty, Belle, and Haneul, made their debut last year and has quickly become one of the fifth-generation idol groups to watch. Their unique approach to K-pop, giving off a girl crush vibe, sets them apart as their music and dances often break conventional norms. Thus, when “Sticky” was released, netizens in Korea were quick to criticize the choreography as too inappropriate and sexual.

In the music video, Belle starts by walking up to a fountain, and soon, the members gather and begin their dance. At the 0:34 mark, a particular move performed by Natty sparked controversy, followed by a shot of Julie riding a bike, which some netizens also found too sexual due to the camera angle.

Interestingly, international viewers had no issues with the music video. Instead, they praised it, appreciating how well it showcased the members. In contrast, Koreans viewers expressed concerns about the young girls performing such provocative moves, arguing that the video was too much for viewers and that rookie singers shouldn’t perform such moves.

So, where is the line between a concept or dance move being sexy versus too sexual? This is a nuanced question that varies greatly depending on cultural context. Domestically, Korean culture tends to be more conservative, leading to perceptions of certain actions as overly sexual or inappropriate. This conservatism shapes the way audiences interpret and react to media, often resulting in stricter scrutiny of K-pop performances. On the other hand, international audiences, particularly in Western countries, are often more accepting of such details, viewing them as artistic expressions rather than provocations.

Overall, the music video is great, the song is catchy, and the members look amazing. It’s important to note that all the members are adults, fully capable of making their own artistic choices. So why the uproar? Are netizens being too sensitive about an otherwise great dance music video? Or is it important to maintain a balance that respects both artistic freedom and cultural sensitivities? What are your thoughts?