KISS OF LIFE Sparks Controversy Again, Accused Of Plagiarizing ITZY

Following their massive cultural appropriation controversy — which led to multiple apologies and the group pulling out of KCON LA 2025 — KISS OF LIFE are once again at the center of public scrutiny. But this time, it’s for something completely different.

| S2 Entertainment

The S2 Entertainment girl group recently kicked off the promotional campaign for their upcoming release, 224, through a series of teaser images shared on social media. After a tumultuous few months, the teasers didn’t receive the warmest reaction online, though member Julie’s recent apology during a live broadcast seemingly helped dampen some of the backlash.

KISS OF LIFE’s Status After Massive “Racist” Controversy Shocks Netizens 

KISS OF LIFE’s Julie Directly Apologizes For “Racist” Birthday Livestream, Earning Mixed Reactions

However, negative attention has returned after one particular set of concept teasers sparked accusations of plagiarism — this time involving comparisons to another popular girl group, ITZY.

| JYP Entertainment

In the controversial teaser photos, KISS OF LIFE members are seen posing on a bright, white-lit box set against a pitch-black background. Fans were quick to draw comparisons to ITZY’s past concept for KILL MY DOUBT, which featured nearly identical visuals.

| S2 Entertainment

Online, fans have pointed out that the similarities are too big to be brushed off or seen as a coincidence.

| JYP Entertainment

Some have come to the group’s defense, arguing that many K-Pop teasers follow similar creative styles. However, the majority sentiment seems to lean toward criticism, especially with KISS OF LIFE still under fire for their earlier missteps.

bar for bar.. 😭 https://t.co/asiTyGvvDr pic.twitter.com/nYIGSvRcbU

— 🤨 (@ninglias) June 2, 2025

I’m trying to kill my doubt 💭💭💭 https://t.co/ulkQMxHLhr pic.twitter.com/NZ5IRGTG6T

— luis. GIRLS WILL BE GIRLS (@imaginarymidzy) May 24, 2025

they’re about to kill their doubt https://t.co/0ZqMSwTtxH

— ؘ (@tyfates) June 2, 2025

when i thought i ordered the kill my doubt package but i got end my uncertainty instead https://t.co/YFzJxGZ3Pe

— elena (@midzyoomf) June 3, 2025

Similar accusations have also been made in relation to BLACKPINK’s Jisoo.

KISS OF LIFE’s Recent Photos Trigger Mixed Reactions Due To BLACKPINK’s Jisoo

With controversies piling up, it remains to be seen how KISS OF LIFE’s new comeback will be received, particularly among international fans who have been closely following the group’s actions.