After releasing the latest teaser today, ATEEZ received a lot of criticism and conversation about cultural appropriation.
On July 14 the KQ Entertainment agency provided clarification about the Hongjoong braided hairstyle in a teaser that was released early this morning which raised the issue of cultural appropriation.
"From the photo released on July 14, the hair of Hongjoong in title # 2 was arranged by considering the concept of the song without any other purpose. Therefore, ATEEZ and KQ Entertainment have no intention to commercialize or reduce the value of other cultures altogether, "the agency said.
KQ Entertainment further said that they will do their best in terms of examining the matter of historical background, characteristics, and culture in the production process.
The agency also expressed apologies because they could not make changes. "We ask for your understanding that it is not possible to edit and change members' hairstyles in photo albums, music videos, and other content because we have completed preparations for this album."
ATEEZ has been scheduled to come back on the 29th of July with a new album 'ZERO: FEVER' .
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