LE SSERAFIM added a food collaboration to their May calendar, posting promotional content on May 31 for Shines (샤인즈), a Korean hot pot restaurant specializing in Chinese-style hotpot (훠궈).
The group’s official Instagram account shared the campaign with a caption written entirely in Korean. Translated, it reads: “Welcome to Shines hot pot restaurant,” paired with a hot pot emoji. It’s a warm, welcoming message that fits the dining experience they’re promoting.
The all-Korean wording signals that this campaign targets a domestic Korean audience. Shines serves 훠궈, the Chinese-style hot pot format that’s become one of the most popular dining categories across South Korea. The concept is built around togetherness. Guests pick a broth base, fill the pot with meat, vegetables, and noodles, and cook and eat together at the table. It’s the kind of shared meal that makes an evening out feel genuinely fun.
LE SSERAFIM debuted in May 2022 under Source Music. Source Music operates as a subsidiary of HYBE, one of the biggest entertainment companies in K-pop. HYBE’s roster includes BTS and SEVENTEEN. Source Music has positioned LE SSERAFIM as one of its flagship acts, and the group has delivered consistently.
Their debut single “Fearless” made a strong first impression. It came with a self-assured energy that clicked quickly with fans in Korea and internationally. The group followed with releases including “Crazy” and “Good Bones.” Their catalog has grown steadily in the years since their debut.
The five members are Sakura, Kim Chaewon, Huh Yunjin, Kazuha, and Hong Eunchae. Each has a distinct presence within the group. It’s part of what makes LE SSERAFIM feel specific rather than generic, and it carries over into brand work like this.
Food and restaurant tie-ins have become a popular move for K-pop groups. Fans genuinely love seeing artists in everyday situations. A hot pot restaurant is a natural fit. It’s centered on shared meals and good company. That energy aligns well with a five-member group that thrives on working together.
The May 31 post drew over 50,000 likes on Instagram. For a restaurant promotion rather than a music release, that’s a strong result.
No details about the full scope of the Shines partnership have been made public. Whether more campaign content is on the way is still an open question. For now, Shines gets a warm, high-profile introduction through one of K-pop’s more active and dedicated acts.
