SSERAFIM officially made their highly anticipated return on May 22nd with the title track “BOOMPALA” from their new album Pureflow, immediately sparking explosive reactions online. Despite promoting with an incomplete lineup due to Chaewon’s injury hiatus, the group quickly became one of the hottest trending topics in Korean online communities.
The music video for “BOOMPALA” attracted attention mainly for its decidedly unconventional concept. Rather than displaying the fierce and luxurious image that fans usually associate with the group, the members have embraced a bizarrely comedic vibe centered on meditation and spiritual imagery.
Scenes featuring members floating in mid-air while meditating, expressionless golden statues placed in the middle of a desert, and a huge truck loaded with speakers driving through barren landscapes have left many viewers amused. Some netizens jokingly described the MV as “a rave party that leads to enlightenment.”
While the visual concept received praise for its creativity and humor, the song itself heavily divided listeners.
Some fans praised the track’s Latin-inspired Afrobeat sound and highlighted the repetitive “BOOMPALA” chant in the chorus as addictive and performance-appropriate. Others, however, criticized the song for feeling disjointed and overly reliant on trendy TikTok-style formulas. Several listeners argued that the track ended too abruptly and lacked musical depth.
The group’s vocal performance has also become a major talking point online. Critics pointed out the song’s mixing, claiming that the members’ voices sounded buried beneath the instrumental. Member Hong Eunchae, in particular, faced renewed criticism over his live and recorded vocals, with some commentators claiming that his performance weakened the track’s emotional impact. Meanwhile, Sakura’s notable improvement has garnered more positive responses from fans.
The return also reignited larger conversations about LE SSERAFIM’s current position in the K-pop industry. Once considered one of the dominant fourth-generation girl groups, the team has faced growing backlash following multiple controversies surrounding live performances, including heavily criticized encore stages and polarizing festival appearances.
Many online users believe that the group’s recent musical direction has become increasingly focused on the spectacle of performance rather than easy listening appeal. Tracks filled with aggressive electronic production and experimental structures continue to generate mixed reactions from audiences despite maintaining strong album sales and touring power.
However, LE SSERAFIM’s global fandom remains one of the strongest among fourth-generation K-pop artists. Although public opinion appears more divided than ever, the group continues to dominate conversations every time it returns with new music.
Whether “BOOMPALA” becomes a long-term hit or another controversial chapter in the group’s career, one thing is clear: LE SSERAFIM still knows how to get the internet talking.
