KISS OF LIFE, the girl group under S2 Entertainment, has once again found themselves at the center of public controversy, this time accused of plagiarizing a concept from the popular girl group ITZY.
This fresh wave of criticism follows a recent cultural appropriation scandal that forced KISS OF LIFE to issue multiple apologies and withdraw from KCON LA 2025.
The current issue arose after the group released teaser images for their upcoming release, titled 224.
Among these teasers, fans quickly noticed striking similarities between KISS OF LIFE’s concept photos—featuring members posing inside bright, white-lit boxes set against pitch-black backgrounds—and ITZY’s visuals from their KILL MY DOUBT era. The resemblance was deemed too close to be coincidental by many netizens.
While some supporters argue that K-pop groups often share overlapping stylistic choices, the majority opinion leans toward disappointment and criticism, especially given KISS OF LIFE’s already fragile standing due to previous controversies.
Additionally, comparisons to BLACKPINK’s Jisoo have surfaced, further fueling the debate around the group’s originality.
This mounting scrutiny raises questions about how KISS OF LIFE’s upcoming comeback will be received, particularly among international fans who have been closely following their activities and controversies.
As the group navigates this challenging period, their future success remains uncertain amid growing public doubt.
