ATEEZ star San has faced a wave of online abuse after his appearance at the Manchester City versus Atlético Madrid friendly in Seoul took an unexpected turn on social media. The K-pop star had been invited to take part in the ceremonial kick-off, but a brief performance of ATEEZ's viral 'BAD' choreography quickly became the focus of online criticism.
While some football fans simply mocked the moment or described San's dance as awkward, the reaction escalated in some corners of social media. Posts targeting the singer reportedly included racist, xenophobic and homophobic remarks, prompting fans to defend him and question why a light-hearted entertainment moment had become the subject of such hostility.
San's Ceremonial Kick-off in Seoul
San appeared at Seoul World Cup Stadium on 9 August as part of the 2026 Coupang Play Series, which brought Manchester City and Atlético Madrid together for a high-profile friendly in South Korea.
The ATEEZ member was invited to perform the ceremonial kick-off before the match. Wearing an Atlético Madrid shirt, San took part in the pre-match proceedings before briefly performing the chest-popping choreography associated with ATEEZ's 'BAD'.
The appearance also carried a specifically Korean connection. San's Atlético shirt was linked to South Korean footballer Lee Kang-in, who was making his debut for the Spanish club. The crossover therefore brought together two of the country's biggest entertainment and sporting interests.
Rather than being an unexpected interruption to the football match, San's appearance was part of the entertainment surrounding the fixture.
'BAD' Choreography Sparks Backlash
The short dance quickly circulated online, particularly among international football-focused accounts. Some viewers found the choreography amusing or thought San looked uncomfortable performing it on a football pitch. Others turned the clip into memes and jokes about his kick and dancing.
That criticism, however, soon became more serious.
Discussions across social media documented posts containing racist and xenophobic comments about San's Korean identity, alongside homophobic insults directed at him. Some posts also used the incident to mock K-pop more broadly.
Fans pushed back against the comments, arguing that there is a clear difference between laughing at an awkward sporting moment and directing discriminatory abuse at a person.
The controversy also became increasingly fuelled by engagement. As fans responded to posts defending San, some accounts appeared to continue sharing and discussing the footage, giving the incident a much larger audience.
Why San Performed 'BAD'
The choice of choreography was not entirely random. 'BAD' has become closely associated with San, particularly because of its distinctive chest-popping sequence, which has circulated widely through dance challenges and social media clips.
For the Korean audience at the stadium, the reference would have been immediately recognisable. San was also appearing at an event where K-pop was already part of the entertainment programme, making the crossover between music and football particularly relevant.
The Coupang Play Series itself was designed as a major entertainment occasion rather than simply a standard European football fixture. K-pop performances and celebrity appearances formed part of the wider event, with girl group RESCENE also involved in the match-day entertainment.
That context has been highlighted by fans who believe the online criticism failed to account for the setting in which San was performing.
Football and K-Pop Collide Online
The incident has exposed a clash between two very different fan cultures.
In South Korea, celebrities appearing at sporting events for ceremonial duties or entertainment segments is relatively familiar. K-pop stars have regularly participated in baseball first pitches and other sporting occasions, while major Korean fixtures often incorporate music and celebrity appearances.
For some international football fans, however, San's dance was viewed through a different lens. The sight of a K-pop performer dancing on a football pitch was unfamiliar to some viewers, resulting in jokes and criticism.
Yet finding the performance cringe or disliking the choreography does not justify racism or homophobia. That distinction has been central to the response from ATEEZ fans, who have argued that San was simply doing what he had been invited to do.
San's Viral Moment Takes a Dark Turn
The reaction also highlights the risks that come with moments crossing between online communities. What may have been a harmless piece of entertainment for fans at Seoul World Cup Stadium was quickly transformed into a viral talking point for audiences with very different expectations.
San's appearance ultimately introduced his 'BAD' choreography to a huge football audience, but it also exposed him to an ugly side of online fandom.
The incident is a reminder that football banter and celebrity criticism can exist without crossing into discriminatory abuse. San's dance may be debated, mocked or simply ignored, but his race, nationality or perceived sexuality should never become ammunition for online attacks.
