LE SSERAFIM Unveils Music Video for Sanrio Collaboration Track 'Kawaii' K-pop group LE SSERAFIM has released their music video for their collaboration with popular character brand Sanrio. The group unveiled the music video for "Kawaii (Prod. Gen Hoshino)," a B-side track from their upcoming fourth Japanese single, on HYBE Labels' YouTube channel at midnight on January 9th. 

The song serves as the theme track for Netflix series "My Melody & Kuromi," set to premiere on January 24th. The music video was filmed at Sanrio Puroland in Tokyo, featuring an enchanting blend of reality and animation as the members interact with the beloved Sanrio characters. 

Creative Concept and Production 

The video opens with member Huh Yunjin turning on a TV, revealing My Melody and Kuromi characters on screen. The visual narrative alternates between LE SSERAFIM's performance and scenes from the animated series, effectively showcasing the connection between the song's universe and the animation. 

Throughout the video, members Kim Chaewon, Sakura, Huh Yunjin, Kazuha, and Hong Eunchae navigate spaces filled with dolls, tea sets, and experimental equipment inspired by the contrasting personalities of the sweet and bright My Melody and the free-spirited, cool Kuromi. 

Musical Collaboration 

"Kawaii (Prod. Gen Hoshino)" represents a significant collaboration, with renowned Japanese singer-songwriter Gen Hoshino handling production duties while LE SSERAFIM's Huh Yunjin contributed English lyrics. The track features distinctive chord progressions, dynamic beats utilizing analog electronic music, and an addictive popular melody. 

The song carries the meaningful message that "cuteness is a powerful force that can transform one's individuality into strengths." This represents a departure from LE SSERAFIM's typically bold and intense performances, showcasing the group's cute and charming side. 

Chart Success 

Despite being a B-side track, "Kawaii" has garnered significant love from fans and achieved notable chart success. The song entered both the Oricon Weekly Digital Single Chart and Billboard Japan Download Song Chart for the tracking period of June 23-29, demonstrating its commercial appeal beyond its primary album.

Upcoming Tour 

LE SSERAFIM is preparing for their "2025 LE SSERAFIM TOUR 'EASY CRAZY HOT' IN ASIA." The tour kicks off with Taipei performances on January 19-20, followed by Hong Kong (January 25-26), Manila (August 2), Bangkok (August 9-10), and Singapore (August 16). 

This collaboration with Sanrio represents LE SSERAFIM's versatility as artists, successfully bridging K-pop with Japanese pop culture while expanding their artistic range beyond their signature powerful concepts.

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