The five-member group—Kim Chaewon, Sakura, Huh Yunjin, Kazuha, and Hong Eunchae—debuted in May 2022 with their album “Fearless” and have since appeared on the U.S. Billboard 200 five times and the Billboard Top 100 twice.
Partnerships with U.S. brands were laced throughout Le Sserafim’s first U.S. tour, including a sold-out capsule clothing collection with NYC brand Guizio. Amazon Music pop-ups in Los Angeles and Seattle drew hundreds of fans, some lining up as early as 2 a.m.
“Our approach to artist merchandise collaborations is as unique as the artists themselves,” Julia Heiser, head of Amazon Music live merch, told ADWEEK. “Le Sserafim has cultivated a distinctive aesthetic that resonates deeply with their fanbase.”
As K-pop expands into new markets, brands have endless engagement opportunities due to the constant stream of new groups debuting, and Amazon Music’s collab marked its first with a K-pop girl group.
MinJi Joo, a freelance creative brand strategist and consultant, explained, “K-pop is a machine where it’s as if there’s a new group debuting every day.”
A global strategy
Behind K-pop’s global dazzle is a rigorous trainee system where aspiring idols spend years mastering vocals, choreography, and production. Already in 2025, more than 50 new groups have launched.
