According to netizens, a K-Pop agency has faced accusations of sexualizing fourth-generation girl group cignature in their latest comeback, which featured the release of their new song, “POONGDONG.”
Despite the track’s aim to evoke a summer atmosphere, numerous fans expressed discomfort upon seeing the members in revealing attire and interpreted certain shots as inappropriate.
The agency’s portrayal of cignature was met with widespread anger on social media platforms, as disappointed fans expressed their discontent.
this mv is kinda…. pic.twitter.com/kUYd3OV6Do
— grace!! ⟡ for: #黃珈熙 (@vivisona1) June 11, 2024
it’s not just “let women wear what they want” it’s that you can see members trying to cover their chests, a whole shot of their crotch, using shots of their shoulders that don’t show their clothes, using an angle that looks down when they’re wearing the bikinis… use your brain https://t.co/JdMLYgR1MS
— lavender 🪽 LOOPING VIRTUAL ANGEL (@velvetmxxns) June 11, 2024
all the people saying it’s not a big deal and i’m the problem know jack shit ab cignature or are the problem bc it’s not just ab 2-3 boob shots and the jumping in skirts with the camera under them it’s ab this being a consistent problem for years and only getting more common https://t.co/HretevcKJT
— jupi1going🧟♀️✧˖° coincidestiny 6/12🗝️ (@fromkicatcher) June 11, 2024
Despite the group’s talents and message, there was widespread disappointment in the missed opportunity for a more lighthearted and enjoyable summer concept. Many felt that the emphasis on sexualization took away from the true potential of the group.
Despite previous instances of backlash, the agency once again finds itself under scrutiny for allegedly sexualizing its artists. In the past, netizens had criticized the company for promoting an event in a manner deemed inappropriate during a variety show appearance featuring member Jeewon last year.
Jeewon’s fancams, specifically those focusing on her chest, continued to provoke anger from fans who believed that the agency favored sensationalism over the group’s integrity.
Dedicated supporters of cignature defend the group’s incredible talent and charm, believing that they could have gained recognition by taking a more wholesome and enjoyable approach to their music.
It is widely believed that the agency’s motive for sexualizing the members was to gain more views and attention, rather than to genuinely highlight the group’s talents.
“This being a consistent problem for years…”one netizen remarked, echoing the sentiment shared by many within the K-Pop community.
The recent release by cignature has sparked a debate within the industry about the portrayal and treatment of artists, especially female idols, in their music videos and promotional activities.
After a nine-month hiatus, cignature has returned with their 5th EP, “Sweetie but Saltie.”The EP captures the thrill of falling in love by sharing the stories of cignature’s devoted fans.
The lead single, “풍덩 (Poongdung),”depicts the evolution of a romantic relationship, in contrast to their previous hit, “Smooth Sailing,”which focused on the purity of first love. The EP consists of four fresh tracks, including “I like I like,”which offers Korean and English versions to appeal to a wider international audience.
“Melody,”the last track on cignature’s latest album, is a reflection of their journey and ambitions in the music industry. Ultimately, cignature strives to meet their fans’ expectations and deliver a refreshing summer experience through their music.
The complete music video can be viewed here.
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