LE SSERAFIM Spotted Enjoying a Convenience Store Break Amid Busy Schedule

The place she secretly went to

Even in the darkness, their overwhelming aura couldn’t be hidden, drawing everyone’s attention.

On a night in late May, casually appearing at a convenience store in Tokyo were members of the five-member K-pop girl group LE SSERAFIM — Japanese member Kazuha (21) and the youngest, Hong Eunchae (18). Amid their busy schedule in Japan, the three seemed to be quietly enjoying some shopping away from the public eye.

That day, a signing event for their new mini-album HOT, released in March, was held in Shibuya, Tokyo. Such face-to-face events are rare and attracted many fans, especially from the passionate Generation Z.

LE SSERAFIM debuted in South Korea in May 2022 and quickly gained recognition, winning more than four rookie awards. Their streaming numbers have surpassed 100 million plays on several works, increasing their presence.

What is the secret behind their massive popularity?

“Unlike traditional girl groups that focus on cuteness or sexiness, LE SSERAFIM stands apart with a bold message encoded in their group name’s anagram—fearless—delivering a strong impact. Their lyrics and musical style convey self-acceptance and inner strength, resonating deeply with Generation Z,” explains Korean columnist Aiko Kodama.

Future challenges

What further sets them apart is their bold promotional strategy.

LE SSERAFIM belongs to a talent agency under HYBE, the major Korean entertainment company that also manages BTS. Music writer Takuo Matsumoto, known as the “K-POP boss,” explains, “HYBE has invested a significant amount of effort into them.”

“LE SSERAFIM is produced under the supervision of Bang Si-hyuk (52), the creator of BTS. They launched their activities with the unbeatable selling points of being HYBE’s first girl group and BTS’s younger sister group. Even before their debut in Japan, they appeared on big stages such as NHK’s Kouhaku Uta Gassen and the Coachella Festival—faster than any other group.”

However, Matsumoto also points out challenges ahead:

“Girl groups tend to have a short lifespan, as seen with IZ*ONE, which disbanded within three years, and New Jeans, currently on hiatus. This is because results are demanded within two to three years. LE SSERAFIM already enjoys global popularity, but if they aim even higher, performing not only in Japan, Korea, and the U.S. but also in other Asian countries and Europe will be vital. To avoid short-lived careers, they must keep performing on worldwide stages and steadily continue their activities.”

LE SSERAFIM notably has two Japanese members who symbolize the group. Sakura Miyawaki (27), formerly of HKT48 with over 10 million Instagram followers, holds overwhelming fame in Korea and serves as a leading figure in the group. The other is Kazuha, known for her expressive and performance skills developed through classical ballet.

“Recently, Kazuha has been compared to Bae Suzy (30), a top actress beloved as the nation’s first love in Korea. If Kazuha hones her language skills and expressiveness and opens the path to stardom like Suzy, she could gain an even wider fanbase.”

With the strengths of resonating with Generation Z and strategic promotion, they will continue to take on the world.

From the June 20, 2025 issue of “FRIDAY”