South Korean girl group LE SSERAFIM and Indian singer-composer Guru Randhawa have released an official global remix and music video for the single “Boompala” [1].
The collaboration represents a strategic effort to merge K-pop with Indian pop music. By blending these distinct styles, the artists aim to expand their respective global reaches and foster a cross-cultural musical exchange [2, 3].
LE SSERAFIM, a five-member group [4], released the official remix on June 8, 2024 [5]. The project includes a music video posted to HYBE’s YouTube channel, with the collaboration announced across both Seoul, South Korea, and Mumbai, India [1, 4, 5].
“I am thrilled to collaborate with LE SSERAFIM and bring a fusion of cultures,” Randhawa said [5].
Jerry Kim, an A&R at HYBE, said the global remix of "Boompala" showcases the company's commitment to cross-cultural music [2].
Despite the industry's push for global fusion, the release has met with mixed reactions from the public. Some listeners on social media described the collaboration as "horrible" [2].
The project marks a continued trend of HYBE labels seeking partnerships outside of the traditional East Asian market to diversify the K-pop sound. By integrating Randhawa's influence, the track attempts to bridge the gap between the Seoul and Mumbai music scenes [2, 3].
““I am thrilled to collaborate with LE SSERAFIM and bring a fusion of cultures.””
This collaboration signals an intentional shift by K-pop agencies to penetrate the Indian market, one of the world's fastest-growing audiences for digital music. By partnering with a high-profile Indian artist like Guru Randhawa, HYBE is moving beyond mere distribution and instead integrating local musical elements to create a hybrid product designed for global appeal.
