The scenes from the music video of "Heya," the lead single of K-pop girl group IVE's second EP, "IVE Switch" / Courtesy of Starship Entertainment

K-pop girl group IVE's music video for "Heya," one of the lead singles from its second EP "IVE Switch," has become a sensation since its release on April 29.

Fans worldwide are captivated by its stunning visuals, which creatively showcase Korean traditional culture using props like the "gombangdae" (smoking pipe). As of Wednesday, the captivating 3-minute video has already surpassed 19 million views on YouTube.

However, IVE is facing unexpected criticism from some Chinese online users, who claim that the group appropriated their culture by incorporating what they perceive as too many Chinese elements into its video.

They insist that features such as ink wash illustrations, fans, shoes, and the knots for "norigae" (a traditional Korean accessory) worn by the members, all have roots in Chinese culture. Some even say that the image of a mountain depicted in the clip can only be found in southern China.

Many people also flocked to social media to slam artist Park Ji-eun, who worked on the illustrations of the music video.

"Please don't blur Chinese culture and try to make people think it belongs to Korea and East Asia," reads one of the comments on Park's Instagram account. "The original things displayed in your exhibition works are all Chinese."

Another wrote, "Cultural thief."

Their remarks have sparked a backlash in Korea, with Seo Kyung-duk, a professor at Sungshin Women's University and an activist promoting Korea, commenting that their words lack merit.

"After claiming kimchi, hanbok, samgyetang (ginseng chicken soup) and Korean fan dance as their own, they now assert that the scenes featured in a K-pop video are also part of Chinese culture," he said on his social media account. "It is a pity that they cannot escape twisted sinocentrism."

According to IVE's agency, Starship Entertainment, "Heya" is IVE's own folk tale about a tiger in love with the sun.

"It was really meaningful and fun to add Korean elements to our 'Heya' music video and put on Korean clothes," member Yujin said during a live broadcast, Monday. In the video, IVE members don outfits inspired by "jeogori," the upper garment of the traditional Korean attire known as "hanbok."

This is not the first time that Chinese internet users have attacked IVE for "stealing" their culture. In 2022, they criticized member Wonyoung for wearing a phoenix "binyeo," or a traditional Korean hairpin, which was widely used by the royal families in the 1392-1910 Joseon Dynasty, while attending Paris Fashion Week. She said she brought the "binyeo" from Korea to present the beauty of the country.