The anticipated release of K-pop rookie sensation KISS OF LIFE's latest music video "Sticky" has ignited a fervent debate among fans, both domestic and international.

The group, known for their bold and sensual image, teased the video's release on June 30, 2024 (KST), promising a "hot girl anthem" that would showcase their talents and personalities.

True to expectations, "Sticky" features the members in revealing outfits and performing choreography that exudes confidence and allure.

Almost immediately after its release, scenes from "Sticky" went viral across social media platforms, sparking intense reactions from fans worldwide.

excuse me MOTHER ?!? pic.twitter.com/ft0WToMsyP

— julie pics (@hourlyjuliee) June 30, 2024

International fans praised the group for bringing a fresh and irresistible vibe to K-Pop, applauding their unabashed embrace of a sexy and sporty concept.

 However, within Korea, the response was more divided.

ㅋㅋㅋ 이제 데뷔한 지 1년된 신인 여돌 데리고 이게 맞음? 안무로 어그로 끌고 촬영 구도도 참……… 적당히 하세요 pic.twitter.com/yyvfBCdsK5

— 파란 (@b2ue5ky) June 30, 2024

While some fans celebrated KISS OF LIFE's boldness and artistic expression, others criticized the video for allegedly over-sexualizing the members.

One viral tweet accused the group's management of exploiting their "hot girl" reputation, urging them to protect the members from potential sexual harassment.

그룹의 대외적인 이미지가 핫걸로 굳어졌으면 님들은 그게 너무 과열되지 않게끔 성희롱으로부터 보호해 주고 그룹 초기 정체성이었던 자유라는 키워드를 잃지 않도록 애써 주어야 합니다… 지금 나아가야 하는 방향성과 정확히 반대로 가고 계세요

— 하트 (@b2lluve) June 30, 2024

"If the group's reputation has been set in stone as the "hot girls" of K-Pop, then it should be the management's absolute goal to keep that heat under control to protect the members from sexual harassment. It should also be the management who guides the group to keep their original identities rooted in the concept of being "fun and free." Right now, KISS OF LIFE is going the complete opposite direction that it should be venturing."

Another one echoed sentiments shared by a significant portion of the Korean fanbase.

"KISS OF LIFE should maintain their initial identity of being fun and free, rather than falling into the trap of over-sexualization."

READ MORE: Kiss of Life Natty Dubbed 'Little Lisa' By Fans - Here's Why

Conversely, supporters of the group countered these criticisms, arguing that the concept of "Sticky" was in line with the group's established image and that the controversy was unwarranted.

Discussions on forums like theqoo highlighted comparisons to past K-Pop acts like SISTAR, suggesting that KISS OF LIFE's approach was not unprecedented nor inherently problematic.

• "It's probably because it's not my type, but if I think of it as just a passing glance, overall it looks refreshing and not bad. But why did my type turn out like that?Feels like I might get a surprise attack right from behind..."
• "It's petite and cute, so what's so sexy about it... The backup dancers next to her are sexier."
• "Aside from the music video, the song is good."
• "I really like Ki-off and I'm a fan who got into them by watching and listening to their story of forming a legendary group by gathering legendary members themselves, not by training like idols these days, but I can't empathize with exactly the same part? Some parts that were not so good, except for that bicycle scene, I don't know."

 One defended the group's artistic choices.

"The MV looks fine overall. The members are happy doing what they do."

The debate underscores the challenges faced by girl groups in navigating the delicate balance between exploring mature concepts and maintaining their fanbase's approval.

KISS OF LIFE, despite being a relatively new presence in the industry, has already carved out a niche with their provocative style, yet not without encountering resistance along the way.

• "I really like it. Both the song and the choreography."
• "Full of energy and just pretty"
• "Just a sexy group.. Back in the y2k era, sexy female singers were more provocative than this, but come to think of it, there haven't been many successful sexy concept groups like this in recent years."
• "Great song, great choreography, they're good at everything. Overall styling is nice but Bell's a bit too teen? It's personally a bit disappointing. But seeing the reactions, maybe it's fortunate that there's still room for improvement."

As opinions continue to clash, one thing remains clear: KISS OF LIFE's "Sticky" has sparked a conversation that transcends mere entertainment, reflecting broader societal attitudes towards femininity and artistic expression in the K-Pop landscape.

ALSO READ: Kiss of Life Natty Draws Praise For Physique + Fashion Garners Mixed Reactions 

KpopStarz owns this article.

Written by Cassidy Jones.