IVE member Jang Wonyoung has sparked an online debate following her interaction with a male executive at a recent BVLGARI event in Seoul.
A short video showing the singer stepping back during a greeting has circulated widely on social media, prompting divided opinions about event etiquette, cultural customs, and personal boundaries.
The incident took place on October 28, 2026, when Wonyoung attended a BVLGARI exhibition as one of the luxury brand’s ambassadors.
During the photocall, she greeted the brand’s CEO, Laura Burdese, with a European-style cheek greeting.
However, when Global Sales and Retail Executive Vice President Vincenzo Puija approached her, Wonyoung appeared to withdraw her face while maintaining a smile.
The brief exchange caught the attention of online viewers, particularly after the male executive appeared momentarily surprised.
As the footage spread, social media users began debating whether Wonyoung’s reaction was inappropriate or simply an expression of her comfort level with physical contact.
Wonyoung’s Greeting With BVLGARI Executive Sparks Online Criticism
The viral clip shows Wonyoung greeting female CEO Laura Burdese with a cheek-to-cheek gesture before facing another senior executive.
When Puija approached for a similar greeting, the singer quickly moved her face away.
The interaction lasted only a moment, but it generated considerable discussion online.
Some users criticised Wonyoung, arguing that she should have been more mindful of European greeting customs while attending an event hosted by an Italian luxury brand.
A number of comments described the situation as awkward, while others questioned her response to the executive.
Some reactions also went beyond discussing the incident itself, directing personal criticism towards the IVE member.
However, the video also prompted a different interpretation.
Many viewers argued that Wonyoung had the right to decide whether she was comfortable with physical contact, regardless of the setting or the other person’s professional position.
Fans Defend Wonyoung, Highlighting the Importance of Personal Boundaries
As criticism continued, several fans came forward to defend the singer.
They argued that professional etiquette should not require someone to accept physical contact they do not feel comfortable with.
Some also pointed out what they considered a double standard in discussions about female celebrities and their interactions with male executives.
They referenced previous controversies involving female entertainers and unwanted physical contact at luxury-brand events, arguing that personal boundaries should be respected consistently.
The debate therefore extended beyond Wonyoung’s brief interaction, raising broader questions about how female celebrities are expected to behave at international events and whether cultural customs should take priority over individual comfort.
Neither Wonyoung nor BVLGARI has publicly addressed the online discussion surrounding the clip.
The available footage captures only a short exchange, making it difficult to determine the intentions or feelings of those involved.
For now, reactions remain divided. While some viewers continue to question Wonyoung’s event etiquette, others believe her decision to step back should not become a reason for personal attacks.
The incident has once again highlighted how closely K-pop idols’ public interactions are scrutinised, even when they last only a few seconds.
