Netizens have accused a K-Pop agency of sexualizing fourth-generation girl group cignature in their recent comeback with the release of their new song, "POONGDONG."
Despite the track's intention to celebrate summer vibes, many fans felt uncomfortable seeing the members dressed in revealing outfits and perceived certain shots as inappropriate.
Anger quickly spread across social media platforms as fans expressed their disappointment with the agency's portrayal of cignature.
this mv is kinda…. pic.twitter.com/kUYd3OV6Do
— ur oomf’s favourite oomf (@vivisona1) June 11, 2024
it’s not just “let women wear what they want” it’s that you can see members trying to cover their chests, a whole shot of their crotch, using shots of their shoulders that don’t show their clothes, using an angle that looks down when they’re wearing the bikinis… use your brain https://t.co/JdMLYgR1MS
— lavender 🍓 @ARTMSUSAFANVCR (@velvetmxxns) June 11, 2024
all the people saying it’s not a big deal and i’m the problem know jack shit ab cignature or are the problem bc it’s not just ab 2-3 boob shots and the jumping in skirts with the camera under them it’s ab this being a consistent problem for years and only getting more common https://t.co/HretevcKJT
— jupi is supersonic🥭✧˖° (@fromkicatcher) June 11, 2024
Many lamented the missed opportunity for a more light-hearted and enjoyable summer concept, instead feeling that the focus on sexualization detracted from the group's talents and message.
This isn't the first time the agency has faced backlash for allegedly sexualizing its artists. Last year, during a variety show appearance featuring member Jeewon, netizens criticized the company for promoting an event in a manner they deemed inappropriate.
Images of Jeewon's fancams, particularly those emphasizing her chest area, fueled further outrage among fans who felt the agency prioritized sensationalism over the group's integrity.
Devoted fans of cignature argue that the group possesses immense talent and charisma, and could have garnered attention through a more wholesome and fun approach to their music.
Many believe that the agency's decision to sexualize the members was driven by a desire for increased views and attention, rather than a genuine effort to showcase the group's abilities.
"This being a consistent problem for years..." one netizen remarked, echoing the sentiment shared by many within the K-Pop community.
The controversy surrounding cignature's latest release underscores ongoing discussions within the industry regarding the representation and treatment of artists, particularly female idols, in music videos and promotional activities.
Recently, after nine months since their last release cignature returns with their 5th EP, "Sweetie but Saltie." The EP aims to depict the excitement of falling in love through the experiences of cignature's fans.
The title track, "풍덩 (Poongdung)," portrays the journey of a matured love, contrasting with their previous release, "Smooth Sailing," which explored the innocence of first love. The EP includes four new songs, with "I like I like" featuring both Korean and English versions to cater to a global audience.
The final track, "Melody," reflects on cignature's journey and aspirations in the music industry. Overall, cignature hopes to satisfy their fans' expectations and provide a refreshing summer experience through their latest album.
You can watch the full MV here.
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Written by Cassidy Jones.
