LE SSERAFIM Makes WNBA History as Amazon Music and Snapchat Bet Big on K-Pop Stars

LE SSERAFIM is making one of its biggest moves yet in the United States. The K-pop girl group has launched a large-scale U.S. promotional campaign alongside Amazon Music, Snapchat, and the WNBA, proving its growing influence ahead of its North American tour.

Fresh off the release of its second studio album PUREFLOW pt.1, LE SSERAFIM continues to secure major partnerships with some of America’s biggest entertainment brands, strengthening its presence in the world’s largest music market.

LE SSERAFIM Becomes First WNBA Headliner for Amazon Music

One of the campaign’s biggest highlights came through Amazon Music’s global performance series, In the Paint.

On July 10, LE SSERAFIM unveiled a special performance of its latest title track “BOOMPALA,” becoming the first-ever headliner for the WNBA edition of the series.

The performance featured the members performing on a basketball-themed stage, incorporating basketball props before transitioning into the group’s signature synchronized choreography and high-energy stage performance.

The collaboration marks another milestone for LE SSERAFIM, which continues to expand beyond traditional K-pop promotions by partnering with major U.S. sports and entertainment brands.

Days later, the group also released a performance video for “SPAGHETTI (feat. j-hope of BTS).” Fans praised the members for maintaining strong live vocals while executing demanding choreography, with many highlighting both the group’s performance skills and stage charisma.

LE SSERAFIM Talks World Tour During Snapchat Interview

As part of the U.S. campaign, LE SSERAFIM also appeared on Snapchat for an exclusive interview with host Colby Cote.

Speaking about the group’s second world tour, the members said they hope to create unforgettable memories with fans around the world.

“We want to make lots of great memories with fans in many different places,” they shared.

When asked which song from PUREFLOW pt.1 is their favorite, every member gave a different answer.

“Our favorite changes every day,” they laughed. “Tomorrow it could be another song.”

The interview gave fans a closer look at the group’s personalities while promoting the new album to a broader U.S. audience.

LE SSERAFIM Adds More Major U.S. Events

The LE SSERAFIM U.S. campaign doesn’t stop with Amazon Music and Snapchat.

Ahead of the group’s North American tour in September, LE SSERAFIM has secured performances at two of America’s biggest entertainment events.

The group will become the only K-pop girl group to perform at BlizzCon 2026 for a second consecutive year by headlining the closing ceremony.

They will also make history as the first Korean girl group invited to perform at the 2026 iHeartRadio Music Festival, one of the largest annual music festivals in the United States.

These appearances further reinforce LE SSERAFIM’s growing popularity among mainstream American audiences.

LE SSERAFIM Continues Global World Tour

LE SSERAFIM officially launched its second world tour with two concerts at Inspire Arena in Incheon on July 11 and 12.

The group will next visit Osaka, Kanagawa, Shizuoka, Miyagi, and Fukuoka before heading to North America later this year.

With high-profile collaborations across Amazon Music, Snapchat, and the WNBA, plus appearances at BlizzCon and the iHeartRadio Music Festival, LE SSERAFIM is building one of its strongest U.S. campaigns to date.

As the group’s North American tour approaches, LE SSERAFIM appears poised to reach an even wider global audience.