Starship Entertainment’s latest girl group, KiiiKiii, has been generating buzz with their unique promotional approach.
Rather than relying on traditional social media marketing, the company introduced an interactive website that offers fans an immersive experience.
The website includes various sections such as a virtual map related to the filming location of their pre-debut track “I DO ME,” exclusive member photos, and gaming elements like a driving simulation that reveals snippets of their upcoming song’s instrumental and lyrics.
Additionally, a dress-up game allows users to create KiiiKiii-inspired looks while previewing a B-side track, and digital letters from the members give a personal touch to the promotions.
However, KiiiKiii’s debut campaign has sparked controversy as many netizens accuse Starship Entertainment of blatantly copying NewJeans’ marketing strategy.
A viral post on the Korean online community Nate Pann highlights significant similarities between KiiiKiii’s website and NewJeans’ debut promotions.
“Kiki Official Homepage It’s just what New Jeans did “
Both groups’ platforms include interactive features such as song lyrics connected to members, engaging digital experiences, and, most notably, a dress-up game—a concept that is uncommon in K-pop promotions.
Netizens and fans of NewJeans were quick to call out the alleged similarities, with comments such as:
- I don’t know for other ones, but even the cordi is similar
- That dress up is so similar, it’s also not a common thing to do
- It was completely copied
- Aside from the dress up, they would’ve given a pass, but the dress up thing seriously exposed them I’m so scared of the haters they’re about to have
- NewJeans are also the ones who released their MV before everything
- This is why I was reminded of NewJeans when I saw KiiiKiii
- Even their promotions are the same
- There’s seriously nothing that Min Heejin has never done
- So NewJeans also did dress up too? It’s my first time learning
International fans have also criticized KiiiKiii, accusing Starship Entertainment of imitating NewJeans “from A to Z.”
Many argue that the creative marketing approach NewJeans introduced should remain distinctive rather than being replicated by other companies.
As the controversy grows, Starship Entertainment not have made any official statements regarding the issue.
With KiiiKiii’s debut on the horizon, it remains to be seen whether the group can overcome this controversy or if the allegations will impact their early success in the competitive K-pop industry.
