IVE’s New Music Video Sparks Controversy Over Cultural Appropriation

On April 29th at 6 PM (KST), girl group IVE released their second EP album “IVE SWITCH”which includes the title track “HEYA”and its accompanying music video. The album was launched on the same day as the music video.

https://www.youtube.com/watch?v=//www.youtube.com/watch?v=07EzMbVH3QE

This album showcases a fresh approach for IVE as it presents traditional folktales from a different viewpoint, while also staying true to the band’s trademark message of “self-love.”

The music video for “HEYA”is a perfect example of a “K-pop”production, as it seamlessly integrates elements of traditional Korean culture into its stage design and costumes. With the inclusion of traditional items such as fans, tobacco pipes, norigae, and jeogori, this video showcases the unique charms of Korean culture.

In reference to these components, Ahn Yujin of IVE stated, “It holds significance that we incorporated Korean elements into the music video and costumes for ‘HEYA.’”

Despite this, a number of Chinese netizens took to social media platforms such as Weibo to express their accusations that the music video was “boldly stealing Chinese culture”and “overusing Chinese elements.”

Despite the criticisms on social media, IVE was still accused of “shameless”behavior by some. Some claimed that Korea was taking away Chinese culture without discrimination. The music video for “HEYA”has been flooded with comments such as “Learn history before claiming cultural heritage”and “Thanks for promoting Chinese traditional culture”.

Additionally, within just 14 hours of its release, the music video for “HEYA” has already surpassed 9.2 million views.

The source of the information is Insight, available at //www.insight.co.kr/news/467732.