KISS OF LIFE caused a stir with their 'hip-hop themed livestream', drawing criticism from fans who felt the group crossed a line. The livestream featured cornrows, Bantu knots, gold chains, and attire reminiscent of rappers, along with behavior that included stereotypical mannerisms, dancing to rap music, and nicknaming a member 'Lil Taco Belle' while attempting to freestyle rap.

The controversy led to the deletion of the video by their company, S2 Entertainment, and a public apology. The company explained that the content was inspired by old-school hip-hop but unintentionally perpetuated stereotypes, expressing regret to those who were offended.

However, many fans remain unsatisfied even after the company's apology. Some fans are demanding personal apologies from the group members and urging a boycott, leaving negative comments on the group's social media posts. Members Haneul and Belle's continued updates online have only fueled fans' anger further.

In response to a recent selfie post by Haneul, fans left comments such as:

- "Your actions were selfish and ignorant" - "Apologize or disband" - "We are still waiting for your apology" - "This is disappointing coming from you" - "Ignoring the issue won't make it go away"

Following the incident, KISS OF LIFE has seen a significant drop in their social media followers, losing over 200,000 in a matter of days. As some fans disassociate from the group entirely, others are questioning how the controversy will impact their once thriving career.