2024 MMA/IVE “HEYA” WINS BEST MV! Little Pink is all the rage

The 2024 Melon Music Awards (MMA) took place on the 30th of today at 5 PM Korean time in Incheon. During the ceremony, IVE’s music video “HEYA” won the Popular MV Award. However, the victory sparked backlash from Chinese netizens.

After the release of “HEYA,” many Chinese users accused the video of appropriating traditional Chinese culture. They specifically criticized its use of auspicious cloud patterns, landscape backgrounds, Chinese embroidered shoes, collar fans, Chinese knots, and copper money patterns. The video was a hit, gathering over 10 million views on its first day and ranking sixth on the Melon charts, highlighting the mix of criticism and popularity.

In response to the award win, Chinese netizens expressed their anger, claiming, “You openly stole our culture,” and “K-pop spreads Korean traditional culture.” They felt that the video did not honor its origins and accused Korean fans of enabling this cultural appropriation.

Overall, IVE’s “HEYA” has stirred both admiration and controversy, reflecting the complex feelings surrounding cultural exchange in music.