Kiss of Life's "Sticky" has sparked fierce debate, with some claiming the girls are being sexualized.

On June 30, Kiss of Life made their much-anticipated comeback with the song "Sticky." Celebrated as their sexiest music video yet, "Sticky" features vibrant summer vibes.

However, the music video has faced criticism for the suggestive dance moves of the four members, which some viewers felt over-sexualized the members of the group.

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Some netizens argue that while it's acceptable for the group to adopt a sexy concept, their company should make sure it doesn’t lead to sexualization or expose them to potential harassment. Many expressed their concerns about the appropriateness of the choreography, especially since the group are still rookies in the industry.

Comments ranged from concerns about the overly sexual choreography to demands for a more modest dance, with some fearing the dance moves would be embarrassing to perform on music shows.

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Despite the criticisms, some compared Kiss of Life and the second-generation group SISTAR, known for their steamy summer hits. Fans noted that all members of Kiss of Life are adults and capable of choosing to portray a mature image.

Fans defended the group, praising the music video for refreshing the sexy concept reminiscent of SISTAR and commenting on the humor and appeal of specific scenes, like the bicycle segment.

Talks about sexualization in K-pop are not new, with several companies facing backlash for how they promote female idols. In Kiss of Life’s case, the group has been vocal about their desire to embrace a “hot girl” persona.

On top of that, all the members are active in the creative process of their comebacks.

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Creative director Lee Hae In noted that, unlike the typical K-pop system, member Julie takes the lead in album planning, presenting ideas directly to the label. Besides Julie, each member actively participates in shaping their artistic expression.

The group, consisting of members Julie, Natty, Belle, and Hanuel, are all highly involved in preparing for this comeback. Particularly, the youngest member, Hanuel, is notably wearing more modest clothing and is absent from the more provocative dance moves, suggesting they were able to do things at their own comfort levels.

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Kiss of Life's identity as a self-loving, adult group challenges the narrative around sexualization, showcasing a new reality of agency and artistic expression in the idol industry.

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Written by Alexa Lopez