Fans weren’t even allowed to leave to use the restroom.
5 minutes ago
OG K-Pop girl group S.E.S member Bada has become embroiled in controversy after fans accused a “free concert” event featuring the idol of misleading attendees into sitting through a lengthy funeral service sales pitch before she ever appeared on stage.
S.E.S’s Bada | @bada0228/Instagram
The issue first gained traction after Korean media outlets reported on an April 30 event held at a small theater in Seoul’s Seocho District. The concert had been heavily promoted on social media as a free performance by a famous singer, drawing hundreds of excited attendees who believed they were simply attending a fan event.
However, according to audience accounts, the night reportedly turned into something very different.
Before the singer appeared, attendees allegedly sat through nearly two hours of pre-show programming that included promotional presentations for a funeral service membership company, aggressive sign-up encouragement, and repeated advertisements for cruise and wedding benefits tied to the packages.
Attendees listening to the sales pitch | The JoongAng
Staff reportedly handed out application forms requesting personal information, including phone numbers and bank account details, while audience members were urged to sign up for “special on-site benefits.” Only after the application forms had been collected did the featured singer finally appear on stage. Though the original reports referred to the performer only as “Singer A,” online communities quickly identified the artist as Bada of S.E.S.
The screen reads, “A Special Performance By Bada” | The JoongAng
Many attendees said they felt “tricked” or “scammed” by the experience.
The performance itself was good, but the promotion beforehand was way too long. I couldn’t shake the feeling that I’d been deceived.
— Attendee
As backlash spread online, Bada’s agency issued a statement distancing the singer from the event’s organizers.
[Bada] participated in the performance after being booked through an outside agency. She has absolutely no contractual relationship or personal connection with the funeral service company.
— Bada’s Agency
The agency also stressed that Bada had no involvement in organizing the event or planning the promotional portion beforehand, expressing frustration that the situation made it appear as though she had personally endorsed the products.
The event organizer’s social media feed, which shows other Korean celebrities as “headliners” of the event | The JoongAng
Meanwhile, organizers reportedly said they would improve transparency surrounding future events, as criticism continues to grow over marketing tactics that use “free concerts” and celebrity appearances to attract audiences before pivoting into extended sales presentations.