A music video collaborating with the group LE SSERAFIM and popular character Sanrio has been unveiled.
At midnight on the 9th, LE SSERAFIM posted a music video for “Kawaii” (Prod. Gen Hoshino), a track from their fourth Japanese single, on the HYBE Label’s YouTube channel. The song is the theme song for the Netflix series My Melody & Kuromi, which will be released on the 24th.
The music video was shot at “Sanrio Furland” in Tokyo. When Yunjin turns on the TV, the two characters appear inside the screen. The video effectively shows the world view of the animation and the song by alternately illuminating the main film of LE SSERAFIM and My Melody & Kuromi. The members travel around the place full of adorable and bright “My Melody” and dolls, tea sets, and lab supplies modeled after the freewheeling and cool “Kuromi.”
“Kawaii” (Prod. Gen Hoshino) is produced by famous Japanese singer-songwriter Hoshino, and Yunjin is in charge of writing lyrics in English. Unique chord changes, dynamic beats using analog electronic music, and popular melodies add addictive properties. It conveys the message, “Cuteness is a powerful force that can turn your personality into strength.” Having shown confident and powerful performances, LE SSERAFIM is showing off their cute charms with this music.
Although the song is included in the album, it is still loved. It entered the Oricon weekly digital single chart (counting period: June 23–29) and Billboard Japan download song chart (counting period: June 23–29) released on the 2nd.
