TREASURE’s Hyunsuk Comes Under Fire For Cultural Appropriation In A Recent Social Media Video

TREASURE‘s Hyunsuk has come under fire from fans after being accused of cultural appropriation in a recent video on social media.

TREASURE have just made a comeback with the song “BONA BONA.”

Your browser does not support video.

Your browser does not support video.

On August 5, TREASURE’s Twitter page posted a video with all the members to promote their new song.

우리 사랑의 시작일 뿐이야

‘BONA BONA’ M/Vhttps://t.co/mDQmAPjIbw#TREASURE #트레저 #BONABONA #TREASURE_BONABONA #BornToLoveYa #REBOOT pic.twitter.com/EGUb4uR90T

— TREASURE MAKER (@ygtreasuremaker) August 5, 2023

In the video, netizens quickly noticed that Hyunsuk’s braid hairstyle was inappropriate as it was seen as cultural appropriation. In particular, the idol appeared twice with the hairstyle in the video at the start and at the end, making it even more apparent to fans.

Your browser does not support video.

Your browser does not support video.

After the video was shared, it slowly started to gain negative attention from international fans. While many fans shared their anger that Korean stylists for idols always seem to use black culture…

what's korean stylists obssesion with black culture like https://t.co/amCoHbkRaJ

— ali (@sooyapaved) August 9, 2023

Others shared their confusion at the fact that even though idols have been called out before, and Hyunsuk had even been told about it after having braids dreadlocks during the “MMM” era, that it was still happening.

It’s like it’s on purpose because didn’t someone tell him not to do dreads during MMM and he said he’d tell the stylist. How many idols have been called out and he just didn’t know? It’s a repeated incident, you can’t just blame stylists. Wtf is Hyunsuk doing??? https://t.co/WN0dyb7IPK

— Faerie⁷ ⅓ of Déni (@hanbintheclouds) August 8, 2023

sorry but if you still stan these people after their constant ca and ignorance it’s automatic side eye from me. because there is no way they don’t know that this is wrong https://t.co/IBABY4sCfS

— zay jiwoong’s legal wife (@zaykjw) August 8, 2023

Fans online thought that rather than try and ignore the issue, fans of the group should educate Hyunsuk if they could.

Some teumes need to educate hyunsuk because how is he still doing ca. He's well grown to know stuff specially when most of his fans are international. His GD persona is starting to get a little annoying like he's too talented to be doing all that just apologize and learn ffs

— Jisoooya ♭ (@sooyaserene) August 9, 2023

Others pointed out that using cultural appropriation as a way of attacking the group as a whole rather than focusing on the issue itself was not benefiting anyone.

Not to defend them or anything but qrts using the visual drag on a important issue its so freaking weird so according to ya'll if they were visually appealing it would be OK do this? Majority of ya'll don't even care about the real issue and just using this as a gotcha moment https://t.co/nEFYRG4bu1

— ¹⁰ ✦ Reboot 1.7M (@Teume4trsr) August 9, 2023

It was even more prominent as not long after the video was posted, Hyunsuk shared photos with the hairstyle on Twitter.

컴백 활동을 시작한 이번 한주 너무나도 설레는 한주였슴다 트메에게 조금이라도 힘이 되었길 바라요 한창 더운 8월이기에 트메 건강이 걱정되지만 잘 챙기고 있을 거라 믿을게요 아 그리고 내일은 비록 월요일이지만 트레저와 트메한테는 축제의 날이잖아요모두 우리 부푼 맘 가지고 내일… pic.twitter.com/WrQcsOcY3N

— TREASURE (@treasuremembers) August 6, 2023

For many fans, rather than criticism, they are hoping that the comments will make both the idols and company aware of why it is such an issue.

Fans want to educate idols and those around them on why it is so important to be aware of different cultures so they are not used purely for aesthetic purposes without any regard for the true meaning.