Virtual Idol Group PlayB Faces Backlash Over Kakao Emoticon Controversy

Blast, the production company behind the virtual idol group Playv, faced unexpected controversy after posting a Kakao emoticon submission notice. The issue stemmed from a cautionary statement regarding hate speech included in the notice. Blast included the phrase, "Please refrain from using expressions that may evoke socially controversial expressions and lead to unnecessary misunderstandings," but some participants raised concerns, leading to widespread debate.

This controversy sparked sensitive social reactions, particularly given the frequent emergence of issues related to misogyny and misandry. Online discussions centered around the phrase, with some questioning whether it was an overreaction while others expressed discontent on workplace community platforms. The 'crab hand' gesture, perceived as a misandrist expression, became the focal point of the issue.

Ultimately, Blast removed the phrase from the notice. Blast explained, "It was written based on the Kakao emoticon planning reference guide, but it is being misinterpreted, so we have removed some phrases." They also clarified that the phrase itself was not the issue, emphasizing that it was written in accordance with regulations already stipulated in the emoticon review process.

The Kakao emoticon project allows users to create and submit emoticons, and emoticons containing discriminatory or hateful speech are prohibited from being sold based on review regulations. These regulations include a clear standard that states, "Expressions that scorn or mock specific individuals or groups are prohibited."

This is not the first time companies have included cautionary statements in their announcements to prevent hate speech controversies. Nexon, Renault Korea, and even government agencies have been embroiled in misandry controversies. Nexon faced criticism for using a misandrist hand gesture in a game promotional video, and Renault Korea received similar criticism for a similar issue in an advertising image. These cases demonstrate that companies are implementing minimal safeguards to prevent hate speech controversies.

However, excessive responses have also backfired. Seoul Milk recently faced misogyny controversy when recruiting a blog influencer experience group for promoting its products, including guidelines such as, "Please be careful not to use any controversial hand gestures when opening the yogurt lid or holding the package." While Seoul Milk quickly removed these guidelines, it was criticized for being overly sensitive.

Blast's case appears to fall within this context. Companies are repeatedly finding themselves embroiled in new controversies while trying to avoid hate speech controversies. Social sensitivity is increasing, and as a result, criticism of companies' responses is becoming sharper.

Following this incident, the emoticon industry is calling for a more thorough review of social reactions. In a climate where even a simple expression can have significant repercussions, companies need to be more cautious in their actions.