K-pop megastar Jennie of BLACKPINK is facing significant online backlash after a now-deleted video surfaced, showing her smoking a vape indoors. The video, initially part of a live blog on YouTube for fans, was quickly removed, but not before copies spread across the internet. In the footage, Jennie appears to exhale vape smoke while surrounded by hair and makeup artists working on her face.
Smoking cigarettes or vapes indoors is illegal in South Korea, and the video has triggered widespread outrage. “Indoor smoking” and “BLACKPINK Jennie” became top trending topics on social media platform X in South Korea. Yonhap news agency reported on the incident with the headline, “Controversy over Jennie’s indoor smoking… exhaling smoke in the face of her staff,” reflecting the general sentiment in Korean-language media.
One internet user speculated that the incident occurred in Capri, Italy, where Jennie had been filming. This user reportedly requested that the South Korean Embassy in Italy and the Ministry of Foreign Affairs investigate the BLACKPINK star. The Korea Times reported that the user urged Seoul to request an investigation from Italian authorities and take strict action against Jennie.
South Korea’s Ministry of Foreign Affairs confirmed to AFP that they had received a petition related to the incident. Jennie’s agency, OA Entertainment, acknowledged the vaping incident and issued an apology on her behalf. “We sincerely apologise to everyone who felt uncomfortable with Jennie’s actions,” the agency said in a statement. “Jennie has personally apologised to all the staff on-site who may have been affected.”
BLACKPINK is one of South Korea’s most successful K-pop girl groups, with their songs topping charts both locally and internationally. They are the first K-pop girl group to reach the top of the US Billboard 200 chart and the first Asian artists to headline prestigious music events such as Coachella.
The incident has raised questions about Jennie’s judgment, with one commentator on South Korean portal Naver stating, “Posting such a video on her own SNS channel raises serious questions about her common sense… It is deeply disappointing.” Smoking rates in South Korea are relatively high, but only five percent of South Korean women smoked as of 2022, compared to 30 percent of men.
South Korean pop stars undergo rigorous training for years before their debut and are held to high behavioral standards. Smoking, dating, and swearing are largely forbidden, especially in the early years following their debut. Jennie has previously spoken about the harsh expectations placed on K-pop idols. “It’s really harsh,” she said in a Netflix documentary. “We were not allowed to drink, smoke, or get a tattoo,” she recalled of her training period, adding that she had to endure “being told that I’m not good at stuff.”
The controversy surrounding Jennie is not an isolated incident. K-pop idols are held to a strict code of conduct, unlike artists from other parts of the world. Fans of K-pop stars often hold them to unrealistic standards of perfection, causing backlash if that image is broken. Several artists and former trainees have spoken out about the industry’s control over their image.
For instance, former K-pop trainee Grazy Grace mentioned in a YouTube video that agencies pressure female idols to maintain a certain weight or restrict their diets to keep slim appearances. Only senior idols are allowed to have personal Instagram accounts, and even then, they are not allowed to respond to private messages or follow random accounts. Dating announcements can only be confirmed or denied through the idols’ respective companies first.
Idols who break these codes of conduct often face significant backlash. For example, Karina of K-pop girl group Aespa faced hate comments and even protest trucks with LED messages outside her agency after being confirmed in a relationship with actor Lee Jae-Wook. Both actors and idols faced significant hate comments from their respective fandoms. In March, Karina uploaded a handwritten letter to her fans, apologizing for “disappointing” them. By April, Lee’s company confirmed that the two had broken up to focus on their separate careers.
Male idols have also been caught in smoking scandals. V of BTS was infamously caught smoking outside the 2022 Grammy Awards. His band members RM and Jungkook have also been seen smoking and vaping. Seunghan of SM boyband Riize left the group after breaking multiple “idol rules,” including smoking and dating a minor.
Despite the strict rules, some idols thrive on controversy. G-Dragon of BIGBANG is known for his “bad boy” image, often seen smoking in public and performing closely with female dancers. Rapper Jessi is another example, known for her confident girl-power anthems and unapologetic personality. She has spoken openly about the pressures of the K-pop industry and the importance of being true to oneself.
The incident involving Jennie highlights the intense scrutiny K-pop idols face and the high standards they are expected to uphold. While the backlash has been severe, it also opens up a conversation about the unrealistic expectations placed on these young stars.
Source: AFP, Yonhap News Agency, Korea Times, Netflix, Naver, Koreaboo, BBC, Allkpop, SKPOP, Korea Herald, DAZED, Zach Sang Show
