Jang Wonyoung sparks debate over greeting etiquette at Bvlgari event

IVE member Jang Wonyoung faced online scrutiny after a video from a Bvlgari event in Cheongdam-dong on the 28th of last month showed her avoiding a cheek kiss from Vice President Vincenzo Pujia after having accepted one from CEO Laura Burdese.

IVE member Jang Wonyoung has become the center of an online debate after a scene was captured at a luxury brand event where she appeared to avoid a cheek kiss from a male executive. While she naturally exchanged cheek kisses with a female CEO, she was seen pulling her face back as a male executive approached, leaving the individual appearing embarrassed. This has sparked conflicting views between those defending her as an assertive expression of personal boundaries and those criticizing her attitude at an official event.

On the 4th, a video of a Bvlgari event held on the 28th of last month in Cheongdam-dong, Gangnam District, Seoul, spread rapidly across online communities and social media. The footage shows Jang Wonyoung, attending the event as an official ambassador, greeting key brand officials.

In the video, Jang Wonyoung greeted Laura Burdese, the CEO of Bvlgari, with a cheek kiss, a common gesture used in Western cultures to express friendliness. However, the situation changed when Vincenzo Pujia, the Bvlgari Global Sales & Retail Vice President, approached in the same manner. Jang Wonyoung pulled her face back and turned her head, causing the executive attempting the greeting to pause momentarily with an awkward expression.

Despite the brief moment, reactions to the released video have been sharply divided. Some netizens focused on the fact that she accepted the cheek kiss from the female CEO but appeared to avoid the male executive. Comments included, "It is understandable that the other person was flustered since she accepted the kiss from one person and avoided it from the person right behind," "Since it was an official event, couldn't she have declined a bit more naturally?" and "That executive must have been embarrassed."

On the other hand, many argued that Jang Wonyoung's actions should not be criticized. They contended that the method of greeting is a personal choice and that everyone has the right to refuse unwanted physical contact regardless of who the other person is. Other reactions stated, "Even if it is a greeting, can't one avoid it if they dislike it?" and "Just because it is a familiar greeting method in the West does not mean everyone must accept it." The argument is that even if it is a cultural custom to express friendliness, consent for physical contact is not a given.

This controversy goes beyond a simple greeting scene, revealing a point of conflict between the manners required at global brand events and individual physical boundaries. In particular, while the cheek kiss is accepted as a natural greeting expressing intimacy in some cultures, not everyone finds it comfortable. Ultimately, evaluations of Jang Wonyoung's behavior appear to diverge depending on how much the specific situation and personal choice should be respected.

Jang Wonyoung was selected as an official ambassador for Bvlgari last August and serves as the face representing the brand. As she has expanded her influence in the fashion and beauty sectors by attending major events for the global luxury brand, this video also drew rapid attention.

IVE, the group to which Jang Wonyoung belongs, released the mini-album 'Looks Can Kill' on the 26th of last month. Previously, in September, they concluded their second world tour, 'SHOW WHAT I AM', which was held in Asia, North America, and other regions. While garnering interest through new song promotions and global activities, she has now become the center of another topic as a brief greeting scene turned into an online debate.

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