Just a few seconds caught on a fancam were enough to send social media into an uproar, as a moment perceived as rude behavior by one K-pop girl group reignited long-standing criticism. Although the Asia Artist Awards (AAA) 2025 in Kaohsiung, Taiwan ended nearly a week ago, the ceremony continues to dominate online discussions due to a viral clip involving LE SSERAFIM and rookie group ALLDAY PROJECT.
AAA 2025 brought together a star-studded lineup spanning actors and idols, including Yoona, IU, Park Bo Gum, IVE, Kim Yoo Jung, Stray Kids, and more. Recently, a topic pulling LE SSERAFIM and ALLDAY PROJECT into the spotlight surpassed 4 million views on X (Twitter), becoming one of the most debated moments from the event.
The controversy stems from a scene where LE SSERAFIM returned to their seats after accepting an award. As is customary, surrounding artists stood up to greet them. Notably, ALLDAY PROJECT members Annie Moon, Youngseo, and Bailey were already standing and politely bowing to their seniors. However, four of the five LE SSERAFIM members reportedly walked past without acknowledging them. Only Yunjin was seen bowing in response. Leader Chaewon, in particular, drew criticism for walking past quickly with what netizens described as a cold, expressionless face.
The awkwardness was evident, as the three ALLDAY PROJECT members appeared visibly flustered. Annie briefly froze, her discomfort noticeable, while the others followed Chaewon with their eyes. Many viewers argued that LE SSERAFIM could not have missed the greeting, as the two groups were nearly face-to-face, and Yunjin clearly noticed and responded.
Once the video spread, online debate erupted instantly. A large number of netizens claimed that LE SSERAFIM once again damaged their public image, accusing the group of maintaining an arrogant attitude amid past controversies. Ignoring juniors who were formally bowing was viewed as especially inappropriate in K-pop, an industry known for its strict etiquette and seniority culture.
Others cautioned against overreacting, pointing out that the clip captured only a few seconds and did not reflect the group’s behavior throughout the entire event. Nevertheless, sympathy quickly shifted toward ALLDAY PROJECT, with Annie, Youngseo, and Bailey receiving praise for their manners. On Korean and Chinese forums, casual viewers began discussing the rookies’ visuals and aura, giving the group unexpected positive exposure.
For HYBE, 2024 was widely seen as a turbulent year. NewJeans and former ADOR CEO Min Hee Jin were locked in a high-profile split, while LE SSERAFIM faced heavy backlash following their criticized Coachella performances. Since then, the group’s momentum has noticeably declined, with weaker digital results and decreasing album sales each comeback despite having strong individual members like Sakura, Chaewon, and Yunjin.
While aespa and IVE continue to surpass one million album sales in their first week, and NewJeans undergoes an unofficial industry freeze, LE SSERAFIM appears increasingly off course. Compared to earlier releases like Unforgiven or Crazy, their recent work Spaghetti is widely regarded as a significant step backward. Notably, during their peak era, the group had yet to face major controversies and was praised for strong music and performances, earning public goodwill.
Following their much-criticized Coachella remarks, public perception shifted. Many netizens now argue that the group’s skills are limited and their confidence often crosses into arrogance. As a result, LE SSERAFIM’s reputation has continued to fade, with even dedicated fans showing signs of disengagement. Even popular members like Chaewon, long considered a male-fan favorite, and Sakura, known for her massive fandom, are struggling to reverse the tide.
Sources: K14
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