'Kanye West' prank in Korea sparks racism backlash

A prank trend circulating on Korean social media is drawing growing criticism for racism, after videos showed people wearing masks depicting the face of rapper Ye, previously known as Kanye West, to frighten family members.

One widely shared clip uploaded to Instagram shows a woman opening her front door and asking, “Who is it?” in a trembling voice. A figure wearing a full-face mask resembling a Black man stands silently in the doorway and then pushes forward as if trying to enter.

The woman screams, darts backward and runs into another room. Moments later, the prankster removes the mask and the two begin laughing. Realizing she has been the target of a prank, the mother yells in anger as the clip ends.

Other videos follow a similar pattern. A masked intruder pushes open a door, startling relatives or friends who recoil and shout for someone to call the police. In several clips, the prankster holds up a handwritten sign reading “Water please,” prompting the person inside the home to freeze in fear before understanding the nature of the situation.

These videos, labeled online as the “Kanye West meme,” have spread rapidly across Instagram and other platforms. The clips typically show people wearing a full-face mask of Ye and staging jump-scare moments inside homes. Some videos have surpassed 10 million views. A clip posted Jan. 27, titled “Pranking mom as Kanye. Sorry mom, this is too funny,” has drawn more than 11 million views.

Comments praising the videos include “Have you ever laughed so hard your brain hurts?” and “If you can scream like that, you’ll survive any horror movie.” Some users also shared photos and links to versions of the mask they had purchased online, where the item is marketed as a novelty product.

Criticism has risen just as quickly. Many viewers, particularly from outside Korea, say the prank relies on racial stereotypes by portraying a Black man as a frightening intruder.

International viewers have denounced the trend as racially insensitive, with some calling it “Korea’s new racist trend” and urging creators to stop. Many commenters in English and Spanish said the videos reinforce harmful stereotypes by presenting a Black man as a threatening figure.

Others warned that using a Black celebrity’s likeness in this way could provoke further backlash, with one user describing the clips as “super offensive.”

Korean commenters also expressed discomfort, warning that the videos could damage the country’s image. “This comes across as racist and many people are offended. Please stop uploading things that make Korea look bad,” one user wrote. Others questioned why creators chose “a foreigner’s face” for the prank.

Concerns have also emerged about the physical and psychological impact on those targeted. Some users said the unexpected sight of a masked intruder could traumatize children or endanger elderly parents.

Experts say the trend reflects limited awareness of racial issues. They note that South Korea remains a relatively homogeneous society, which may contribute to lower sensitivity toward content involving race.

“People didn’t think this prank could cause controversy because they didn’t see it as a major issue,” said Lee Byoung-hoon, an emeritus professor of sociology at Chung-Ang University. “But there are many viewers who will find these memes uncomfortable or offensive.”