The director of the record-breaking animated film K-Pop Demon Hunters, Maggie Kang, is at the center of a social media storm after her recent online comment was interpreted as throwing subtle “shade” at BLACKPINK — particularly member Jennie.
The incident has sparked widespread backlash from BLACKPINK’s fanbase, with many accusing the director of being unprofessional and attempting to use the group’s fame for personal attention.
Background: The Film, The Fame, and Fortnite
K-Pop Demon Hunters, a globally successful animated film released on Netflix, has made headlines not only for its groundbreaking storyline and visuals but also for its strong connections to the real-world K-Pop industry.
The film centers on a fictional girl group called HUNTR/X, who live double lives as both K-pop stars and demon slayers.
The project, led by Maggie Kang, has received praise for representing Korean culture and pop music in a new, creative medium.
Most recently, K-Pop Demon Hunters collaborated with Fortnite, launching exclusive in-game skins for the film’s three lead characters. This crossover instantly excited fans of both the movie and the game.
As expected, many Fortnite players began pairing the new HUNTR/X skins with existing K-pop-inspired emotes, including dance moves based on BLACKPINK’s Jennie’s “Mantra”, Rosé’s “APT.”, and aespa’s “Whiplash.”
The Tweet That Sparked the Controversy
One fan-created clip that went viral featured the in-game character Rumi — a member of the fictional HUNTR/X — dancing to these BLACKPINK and aespa emotes.
The video was shared widely across social platforms, including X (formerly Twitter).
However, what caught everyone’s attention was Maggie Kang’s reply to the clip. She responded simply with:
“Mmmmmm”
Though brief, the post ignited immediate speculation. Fans interpreted it as sarcastic or dismissive, potentially aimed at BLACKPINK, and particularly Jennie, whose emote was prominently featured in the clip.
Some even believed it implied discomfort or disapproval with seeing the HUNTR/X character performing BLACKPINK’s choreographies — especially since the emotes were not part of the official film content.
Fan Reaction: “She’s Still Mad…”
BLACKPINK fans (BLINKs) quickly came to Jennie’s defense. Many accused Kang of using Jennie’s popularity to remain relevant, especially given past instances where her comments were perceived as being pointed at BLACKPINK.
One user tweeted:
“She’s still mad that Jennie never acknowledged her existence no matter how desperate she is to get her attention.”
Another fan chimed in with:
“Maggie and her hundred attempts to get Jennie’s attention. She dgaf about your Cocomelon, dear.”
Others were more direct in calling out the tweet as unprofessional, stating:
“You’re too damn old to be behaving like this.”
And:
“Stop leeching off BLACKPINK’s name, especially Jennie’s.”
Some users even highlighted how this behavior reflects deeper issues, with one viral post saying:
“Jennie makes these bitter women impossible to hide their misogyny.”
Kang’s Attempt to Clarify
As the backlash intensified, Maggie Kang attempted to defuse the situation by posting a screenshot explaining the various meanings of the word “mmmmm,” implying that it wasn’t intended as a dig or negative comment.
Despite her clarification, the response did little to cool the flames.
Fans continued to express frustration, pointing out that if her comment was truly harmless, she would have clarified it sooner — or better yet, avoided posting something so ambiguous in a sensitive fan environment.
Notably, Kang did not delete the original tweet, further fueling suspicions that she was enjoying the attention or controversy.
Not the First Time
This isn’t the first instance where Kang has come under scrutiny from BLACKPINK fans. In earlier press cycles and behind-the-scenes content, she made comments that some interpreted as passive-aggressive toward the group, especially in contrast to her praise for other K-pop idols or groups.
These past incidents have built up a level of distrust within the fandom, making them more reactive to any perceived slight.
Industry Perspectives: A Matter of Respect and Boundaries
Though Kang’s defenders argue her tweet could have been innocuous or misinterpreted, critics maintain that someone in her position — a public figure and creative lead on a culturally significant film — should communicate more responsibly on public platforms.
In the K-pop world, where fandoms are deeply invested in their idols, even a vague or ambiguous comment can spark widespread reaction.
This incident touches on broader themes of fan culture, idol respect, and the fine line between engagement and exploitation of celebrity figures.
Conclusion: Unresolved Tensions
As of now, Maggie Kang has not issued a formal apology or deleted the controversial tweet, and the situation remains a hot topic among K-pop fans.
While it’s possible that her comment was indeed misunderstood, the long history of tension between creators, fans, and public figures in K-pop makes these kinds of controversies particularly volatile.
Whether intentional or not, this incident serves as a reminder that in the age of digital fandoms, every word — even just “mmmmm” — can carry weight.
And when it comes to BLACKPINK, one of the most influential girl groups in the world, even a single syllable can make headlines.
