They literally had to change their choreography last year for Lips, Hips, Kiss because their choreo challange mimicked snapping a bra strap while bouncing their chest.
This time, they really took it up a notch. They’re going viral again for their new song’s choreo challenge, but this time for being even more inappropriate. There’s a clip going around calling them out, and it already has over 15 million views in just a day. If you can’t access the link, I’ll try to describe it in words to help you visualize it: the girls go around to each member, choking each other’s throats while thrusting their hips. Their facial expressions are exaggerated, grimacing with their mouths open wide, and the background audio sounds like heavy breathing effects of “ugh ugh.”
Most of the sentiment (including their own fandom), especially from the domestic side are saying things along the lines of: “They’re doing a dance where they’re choking each other and thrusting their hips, openly mimicking a very niche and explicit sexual act. How are people not seeing an issue with this?”
Well I guess it worked in terms of attention. The clip went viral and got people talking, even if most of it is negative. I’ve never been a strong fan in the idea that “any publicity is good publicity,” and it really feels like they’re deliberately leaning into that approach just to create noise. It might help them gain visibility in the short term, but such approach almost always cheapens the brand and image overall.
They should know by now that a large portion of Kiss of Life’s fandom is female and this kind of overly sexualized choreography is more likely to alienate them than anything else. I’m 100% positive they’ll be forced to make changes to the choreo by the broadcasting networks for music show promotions, but I’m sure they anticipated it already when they decided to go with this choreo in the first place. We’ve also seen how routines have been altered in the past for much more subtle and tame elements.
Like seriously?? they HAD to know this wouldn’t fly for promotions in Korea. There’s just no way they didn’t. This feels like pure noise marketing attempt, it’s so obvious.
edit: If the xcancel link doesn’t work for you, this is the official shorts uploaded on their channel. They’re the same clip.
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