LE SSERAFIM Makes K-Pop History with Amazon Music's First-Ever Girl Group Pop-Up

K-pop powerhouse LE SSERAFIM has once again proven their global dominance, making history as the first-ever K-pop girl group to collaborate with Amazon Music on an exclusive offline pop-up store. The events in Los Angeles and Seattle, held in conjunction with their sold-out North American tour, drew massive crowds and showcased the group’s soaring popularity in the U.S. market.

A Landmark Partnership in the U.S. Market

The collaboration is a significant milestone. Amazon Music stands as one of the top three music streaming giants in the United States, alongside Spotify and Apple Music. For LE SSERAFIM to be the first K-pop girl group chosen for such a partnership speaks volumes about their influence and commercial power.

The pop-up events, held on September 11 in Los Angeles and September 16 in Seattle, were a massive success. Over 1,700 FEARNOTs (the official fandom name) flocked to the stores, with Korean media describing the scene as “인산인해” (insan-inhae)—a vast sea of people. Lines formed hours before opening, filled with fans eager to get their hands on exclusive merchandise and celebrate the group.

Inside the “EASY CRAZY HOT” Pop-Up Experience

This wasn’t just any merch store. LE SSERAFIM members were personally involved in the product planning and design, offering fans a special connection to the items. The collection featured a range of stylish apparel, hats, keyrings, and more, with the most popular t-shirts selling out almost immediately.

Adding a futuristic touch, the pop-ups featured Amazon’s “Just Walk Out” technology. This AI-powered system allowed fans to simply pick up their items and leave, with the purchase automatically charged to their Amazon account. It created a seamless, hassle-free shopping experience, letting the focus remain on the excitement of the event.

Fueled by a Sold-Out North American Tour

These pop-ups are part of the ongoing “2025 LE SSERAFIM TOUR ‘EASY CRAZY HOT’ IN NORTH AMERICA,” which has been a resounding success. All seven U.S. shows—in cities like Newark, Chicago, and San Francisco—were completely sold out, demonstrating the group’s incredible “티켓 파워” (ticket power).

Media and fans alike have praised the tour for its high-energy performances and incredible atmosphere. The powerful “떼창” (ttae-chang), or fan sing-alongs, and the mesmerizing “응원봉 물결” (eungwonbong mulgyeol), a sea of official lightsticks, have become defining features of their concerts, showcasing the passionate support of their global fanbase.

With their historic Amazon Music collaboration and a completely sold-out tour, LE SSERAFIM is solidifying their position not just as a top K-pop act, but as a global phenomenon. Don’t miss their upcoming shows in Las Vegas (September 21) and Mexico City (September 24)!