IVE's Jang Wonyoung Turns Away From Cheek Greeting, Sparks Debate Over Manners

A short clip of IVE member Jang Wonyoung at a luxury brand event has sparked debate online. The video appears to show her avoiding a cheek-to-cheek greeting from a male executive of Italian luxury brand Bulgari.

Footage from the event, held on Oct. 28 in Seoul's Cheongdam-dong, Gangnam District, spread across online communities and social media on Nov. 4.

Jang Wonyoung attended the event as an official Bulgari ambassador. In the video, she first greeted Bulgari CEO Laura Burdese by touching cheeks.

Vincenzo Pujia, Bulgari's Global Sales and Retail Executive Vice President, then approached to greet her in a similar way. Jang leaned back and turned her head away. The executive briefly paused, appearing caught off guard.

The interaction drew mixed reactions online. Some viewers criticized Jang's response, arguing that it was inappropriate to avoid the greeting at an official event, particularly after she had exchanged a similar greeting with another executive. Others suggested that the rejection may have left the male executive feeling embarrassed.

Others defended Jang's decision. They argued that a cheek-to-cheek greeting involves physical contact and that individuals should be free to decline it. Some also pointed out that a greeting common in Western cultures does not have to be accepted by everyone.

Jang was named an official Bulgari ambassador in August 2025 and has represented the brand since then.

IVE released its new EP, "Looks Can Kill," on Oct. 26. The group also wrapped up its second world tour, "SHOW WHAT I AM," in September after performing across Asia, Oceania and North America.