KISS OF LIFE Draws Mixed Reactions
KISS OF LIFE returned to WATERBOMB Seoul 2026 with a series of summer-themed performances, once again embracing the group’s signature sexy concept and confident stage presence that has become closely associated with the annual water music festival. However, after the performance ended, the group quickly became the subject of intense online discussion.
During the performance of Lips Hips Kiss, Belle and Natty unexpectedly made lip contact as they moved close together during the choreography. The moment happened in an instant and was captured from multiple audience angles. Some viewers believed it was simply an accident, noting that the slippery stage and continuous water sprays made it difficult for performers to accurately judge their distance. Belle and Natty’s surprised reactions afterward also appeared to support that interpretation.
Others, however, argued that the choreography itself required the members to move extremely close together, making such an incident almost inevitable, even if it was unintentional. Some commenters also questioned the group’s continued reliance on attention-grabbing performance elements. The agency and the members later explained that Belle and Natty had simply misjudged the distance between them and that the lip contact was never part of the planned choreography.
This is not the first time KISS OF LIFE has generated headlines at WATERBOMB. Back in 2024, the group made waves after releasing Sticky, which was criticized for its bikini-inspired outfits, camera angles emphasizing body shots, and choreography featuring numerous hip-focused movements. Some viewers described the concept as overly sexualized, even calling it “cheap” or “inappropriate.” Yet only days later, those same elements produced the exact opposite effect when brought to the WATERBOMB Seoul 2024 stage.
Amid the nonstop water sprays, outdoor festival atmosphere, and massive crowd, Sticky seemed to find its ideal stage. Natty, Julie, Belle, and Haneul performed confidently, constantly interacting with the audience while keeping the same choreography that had previously drawn criticism in the music video. Fan-recorded videos quickly spread across social media. One fancam of Julie surpassed 1.5 million views on X, while Natty also gained attention for dancing with Jay Park, and Julie participated in the Sticky challenge alongside Nayeon.
Within just a few days, KISS OF LIFE transformed from a girl group criticized for going too far into one of WATERBOMB’s biggest breakout stars. Many fans even commented that the group’s concept seemed perfectly suited for the water festival. The successful performances also translated into chart success. Sticky climbed rapidly on Korean music platforms, entered Melon’s Top 10, and earned KISS OF LIFE its first-ever music show trophy.
As a result, WATERBOMB 2024 became a defining milestone in the group’s rise. However, it also marked the point where KISS OF LIFE’s sexy image evolved into a formula that has brought both significant success and constant controversy.
KISS OF LIFE Continues to Be Overshadowed by Its Sexy Image
KISS OF LIFE debuted in July 2023 under S2 Entertainment with members Julie, Natty, Belle, and Haneul. Unlike groups from major agencies, they did not begin with an established fanbase or widespread media attention.
Instead, the members each brought notable backgrounds. Natty spent nearly a decade as a trainee, appearing on Sixteen and Idol School, before making her solo debut without achieving major commercial success. Julie trained under The Black Label, while Belle built experience as a songwriter before becoming an idol.
The group debuted with Shhh, followed by Sugarcoat, Bad News, and Nobody Knows. They earned praise for their mature R&B sound, stable vocals, and balanced performance abilities. Nevertheless, during their first year, KISS OF LIFE remained relatively well known only among dedicated K-pop fans. While they had songs appreciated by their fandom, none became a major hit capable of significantly expanding their public recognition.
The release of Midas Touch in April 2024 marked the group’s first major turning point. Featuring an early-2000s pop sound, a memorable chorus, and a more refined visual concept, the song helped KISS OF LIFE gain greater international chart exposure and increased attention as one of the rising new-generation girl groups. Still, it was Sticky and its WATERBOMB performance that truly elevated the group’s profile.
From that point forward, KISS OF LIFE’s mature image became one of its defining characteristics. The group consistently chose body-hugging outfits, choreography emphasizing physical movement, and bold, direct stage performances. While this approach distinguished them from many of their peers, it also generated continuous debate.
In 2024, Julie and Natty attracted criticism after performing Buttons, with viewers arguing that the staging and camera work excessively emphasized sensuality and even evoked scenes from The Handmaiden. In 2025, KISS OF LIFE again became the subject of discussion after performing with Park Bo Gum on The Seasons, where choreography performed around the seated actor divided opinions. Some viewers considered the interaction inappropriate, while others viewed it as completely natural. Later that same year, the group also apologized following a hip-hop-themed livestream that was criticized for lacking cultural sensitivity, adding yet another controversy to its public image.
Two years after the WATERBOMB performance that dramatically changed its career, KISS OF LIFE returned to the festival with a very different level of fame. However, rather than creating another musical breakthrough like Sticky, the group once again found itself at the center of public debate—this time over just a few seconds in which Belle and Natty accidentally touched lips on stage.
Sources: kenh14
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