Singer Bada, member of legendary K-pop girl group S.E.S., has publicly apologized for making misleading claims about a beauty product in a recent YouTube video.
On August 5 KST, Bada posted a handwritten letter of apology on her official YouTube channel, acknowledging the controversy and expressing deep regret over the incident.
“I sincerely apologize to everyone who felt disappointed by this situation. I will strive to approach all future content with a much greater sense of responsibility,” she wrote.
Bada specifically addressed her inaccurate comment from a previous beauty content video, in which she said, “I first saw this product when I went to Australia. Brand A is quite famous over there.” However, it was later revealed that Brand A is not an Australian product—instead, it is a Korean-made item with manufacturing based in Gimpo, South Korea, merely marketed with Australian-themed branding.
“I deeply regret that my words, which were not fact-checked, caused confusion and distrust among viewers and consumers,” she said. “I take full responsibility and reflect sincerely on the damage caused.”
The singer admitted that she failed to verify the facts before participating in the video and added that she was ashamed for not exercising due diligence.
“This incident has become a serious lesson for me. Moving forward, I will carefully review all content and be mindful that my words and actions don’t cause harm or misunderstanding,” she concluded.
This marks a rare public misstep for Bada, who has long been seen as a respected and enduring figure in the K-pop industry. Fans and viewers are now watching to see how she will implement the accountability she’s promised.
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