LE SSERAFIM expresses Kawaii through a new music video for the Sanrio and Netflix project My Melody & Kuromi. The video, filmed at Sanrio Puroland, blends animation and performance to reflect the song’s playful message. Despite being a B-side, the track gained attention on Japanese charts and added momentum to the group’s Asia tour.
Sanrio Collaboration Opens New Creative Chapter for LE SSERAFIM
LE SSERAFIM recently collaborated with Sanrio, the beloved Japanese character brand. On July 9, the group released the music video for “Kawaii (Prod. Gen Hoshino),” a track from their fourth Japanese single. The song will serve as the theme for the upcoming Netflix series My Melody & Kuromi, which is set to premiere on July 24. This unique partnership blends LE SSERAFIM’s image with the charm of Sanrio’s world.
Kawaii Music Video Filmed Inside Tokyo’s Sanrio Puroland
The music video was filmed at Sanrio Puroland in Tokyo. It begins with Huh Yunjin turning on a TV, revealing the animated characters. The video alternates between clips of LE SSERAFIM and scenes from My Melody & Kuromi. This approach skillfully connects the song’s message with the world of the series. The members explore playful sets filled with dolls, tea sets, and science props inspired by My Melody and Kuromi. My Melody represents sweetness and positivity, while Kuromi reflects boldness and individuality.
Storytelling of LE SSERAFIM in the World of Kawaii
This visual concept presents a new side of LE SSERAFIM. Known for their confident and powerful performances, they now embrace a charming and playful look. The video effectively blends animation and performance to highlight the song’s message. The dreamy set design and soft lighting enhance the whimsical mood. Fans praised how naturally LE SSERAFIM fit into this Kawaii-inspired world.
Kawaii Style Produced by Gen Hoshino and Performed by LE SSERAFIM
Gen Hoshino, a prominent Japanese singer-songwriter, produced the track. Huh Yunjin contributed by writing the English lyrics. The song features unusual chord progressions, analog synth beats, and a catchy melody. It delivers a message that cuteness is a powerful way to express one’s individuality. The blend of charm and meaning resonated with many listeners.
Online Reactions Grow with Curiosity about Huh Yunjin’s Role
The video sparked interest when it was shared on the Korean community MLBPARK. Viewers were especially intrigued by the song’s role as a Netflix series theme. Fans noticed that four members appear throughout the video, while Huh Yunjin joins only later. Many wondered why she was separated from the group during filming. It was likely due to her lower back injury, which caused her to pause activities at the time. Despite this, fans enjoyed the video’s cute and lighthearted tone.
Asia Tour Builds on Momentum from Kawaii Collaboration of LE SSERAFIM
LE SSERAFIM are also gearing up for their 2025 Asia tour, EASY CRAZY HOT. They will perform in Taipei on July 19–20, followed by concerts in Hong Kong, Manila, Bangkok, and Singapore throughout July and August. Their tour adds momentum to their recent successes, including the growing popularity of “Kawaii.” The collaboration with Sanrio marks a new chapter in the group’s creative journey, blending boldness with charm.
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Huge thanks to Hoshino Gen for really getting to know the LE SSERAFIM members and creating such an awesome song! And that last scene with Yunjin cutely eating cake during her break, man, it just makes me tear up for some reason… It feels like LE SSERAFIM’s hard work is finally being recognized and rewarded. Kawaii is the strongest!