Anyone who's anyone in K-Pop knows well by now that LE SSERAFIM have been shaking up the industry since the day the group were announced, but not everyone seems to know why. In today’s article, Kooky will be filling you in on everything you need to know about the new girl group, good and bad, and asking you what you think will become of them in future?

The Flowers of HYBE

Now it’s hard to talk about LE SSERAFIM without mentioning their two parent companies: Source Music and HYBE Labels. It was a big deal when HYBE announced that they would be debuting their first girl group, as the company (formed from a section of what was previously BigHit Entertainment) are notoriously known for swearing off girl groups after their disastrous run with GLAM just a decade ago.

People’s interest also peaked when it was revealed the girls were actually debuting under Source Music’s management, a company as well known for not only their success with girl groups, but also the recent sudden and unexplained disbandment of popular girl group GFriend.

Whilst those were both reasons for the initial interest of the general public, it was when the member line up for LE SSERAFIM was revealed that fans truly became hooked as there were some big names and highly anticipated artists returning to stage. This hype led to over 380,000 preorders of the groups debut mini album and almost 500,000 subscribers to their YouTube channel before they’d even debuted.

Professional Rookies

Though LE SSERAFIM are technically only a rookie group, one needs only see the first few opening seconds of them performing to know that they have an edge against other rookies, and that comes from their line-up of experienced members.

Leader of the group, Chaewon first became known to the public when she participated in the popular survival show Produce 48; she ending up placing 10th and promoting in the project group IZ*ONE alongside now co-member Sakura. Sakura has an even longer history in the spotlight having participated in HKT48 and AKB48 in Japan for many years prior before finishing second on Produce 48 and joining IZ*ONE too.

Member Yunjin also participated Produce 48 but was not as successful, being eliminated in 26th place but still having formed a fleet of loyal and dedicated fans; she also had the unique edge of speaking fluent English having lived in the US for quite some time meaning she was able to appeal to a wider audience of fans. Kazuha was another talent, although from a different world - Kazuha was a sought after Ballerina, who was actually training in a famous Dutch ballet company when she was approached by HYBE representatives. Only Garam and Eunchae are what you would call your typical trainees, but their skills are definitely anything but. Each member of LE SSERAFIM brings a unique and interesting charm to the table.

A Fearless Step Outside The Norm

However, it would be wrong to assume it was just the amazing member line up that brought the rookie group so much success; their teasers and subsequent music video brought back a long demanded change that had been echoed by girl group fans for pretty much the entirety of the 4th generation: fans want mature concepts!

Many fans were shocked and surprised to see a girl group debuting with a dark and moody mature concept instead of the tried and tested success formula of bubble gum pop, cutesy concepts - and they loved it! The members of LE SSERAFIM pull the concept off effortlessly, their concept pictures looking like something out of a fashion magazine and their music video have subdued tones and colours throughout.

Instead of bold colours and a bright melody, the members of LE SSERAFIM bewitch the audience with militant sharp choreography and playfully sassy facial expressions against the low, thump of the title track. Rather than a fancy set, one of their main locations is inside a pristine white practice room, only drawing more attention to how much practice the members must have gone through to be at the level they are. Though they’re technically rookies, they show a level of skill to rival many artists their senior.

Controversy & Criticism

All that being said, not every reaction to LE SSERAFIM pre and post debut has been positive. A string of allegations came out against member Garam accusing her of school bullying, but the controversy soon died down as there was no concrete evidence provided and the company came out to say that this was actually a targeted attack against Garam. Whilst nothing significant came of the scandal, it definitely put a stain on the name of the group.

However, what has created more conversation post debut is the same thing that makes them stand out. Many people have spoken up to criticise the outfits the members have been seen in and the title track dance routine for being overtly sexual, especially when there are minors in the group. Conversely, others have pointed out that K-Pop girl groups as a whole typically feature these same things just with cuter concepts, not defending the decision but saying this is a problem that extends much further than just LE SSERAFIM.

Furthermore, whilst the group continue to wow with their amazing dance skills, there seems to be a big vocal divide between the more experienced members and the rookies when it comes to their live stages, leaving some to worry that the group was pushed out too fast.

Though LE SSERAFIM’s debut was undeniably a success, many question if they will be able to continue this longevity into the future once the wow factor surrounding them settles down and they are judged purely on their skills. What do you think the future will hold for this monster rookie girl group? Will they continue to shake the K-Pop scene or will they go down as another victim of the HYBE girl group curse? Leave us comments telling us your thoughts on the Kooky app and our social media!

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Writer: Han (O.L)

Editor: Han (O.L)

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