Le Sserafim drop their girl crush concept for a cutesy new look in Japanese debut

Video: Why do all Korean girl groups change up their visuals for Japanese debut

Source: Issue Feed via YouTube

1. [+163] Le Sserafim's Japanese debut concept feels like a representation of how successful they've become, while their Korean concept is a visual of their struggle to get to the top

2. [+114] Aside from New Jeans, most of the girl groups seem to be doing the girl crush concept... but I wish we'd get some innocent and cutesy concepts like we used to have in the third-generation... ㅠㅜ

3. [+75] I actually like that they change up their concept for different debuts. It gives variety to their image. Le Sserafim's main concept is girl crush but how many opportunities do they get to change up out of that? A Japanese debut is the perfect opportunity to try something fresh like an innocent look. I like it.

4. [+22] Their Korean music video represents the competition they had to endure as trainees while their Japanese music video represents the present

5. [+12] It can't be helped because Japan has a different culture where they value more cutesy types of concepts. They'll call anything "kawaii~!" no matter how sexy or cold the concept is supposed to be. Anything "kawaii" is the best in that country.

6. [+40] It's just smart business practice... you need to learn to change it up according to the market

7. [+10] I think it's just catering to different markets. The 'girl crush' concept works in Korea because it conveys an image of an independent, fearless, and talented woman. Companies have also caught on to the need of having a strong female-based fandom as opposed to men because they're the ones who ensure a long, fruitful career. That's why we don't get songs about "oppa this, oppa that" anymore like we used to in previous generations. IVE's concept is about loving yourself, Le Sserafim is about pursuing your ambitions... Japan's culture is different in that they still want their women to be docile and cute. A lot of them still aren't open to the 'girl crush' look and find it scary. That's probably why Le Sserafim had to change it up.

8. [+26] The Japanese prefer their idols to be cute and sexy..

9. [+8] Le Sserafim doing a cutesy concept in Japan is the same as some cutesy Japanese anime OST singer coming to Korea to do a Jessi-like concept here

10. [+11] This is the only type of concept that works in Japan, so..

11. [+5] Do as the Romans when in Rome...

12. [+12] I think even the girl crush concept is getting played out in Korea. Metas go around and around, whether it's innocent, girl crush, sexy, or cutesy concepts. 

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