The controversy centers on the "dark fairy tale horror" aesthetic adopted for PUREFLOW pt. 1. The teaser images feature the five members—Sakura, Kim Chaewon, Huh Yunjin, Kazuha, and Hong Eunchae—in eerie, atmospheric settings characterized by muted color palettes, gothic fashion elements, and surrealist symbolism. Critics argue that these elements bear a striking resemblance to the "Velvet" side of Red Velvet’s dual concept, specifically citing the visual language used in Red Velvet’s 2023 release Chill Kill and their 2018 hit "RBB (Really Bad Boy)."
Visual Analysis of the BIRCH SCAR Concept
The "BIRCH SCAR" teasers utilize a specific set of visual tropes that have become synonymous with high-concept K-pop productions. The imagery includes desolate woodland settings, Victorian-inspired attire with modern deconstructed twists, and a chilling, cinematic lighting style. In one prominent teaser image, the members are positioned in a symmetrical, almost ritualistic formation amidst a grove of birch trees, a composition that many observers noted felt reminiscent of the folk-horror influences found in Red Velvet’s recent discography.
Industry analysts point out that while "dark fairy tale" is a broad genre, the specific execution in PUREFLOW—from the typography of the album title to the color grading of the film trailers—overlaps significantly with the creative direction established by Red Velvet’s longtime visual collaborators. Social media platforms, particularly X (formerly Twitter) and various Korean community boards like Pann and TheQoo, became battlegrounds for fans and detractors alike. One viral post compared the PUREFLOW teasers side-by-side with Chill Kill promotional posters, highlighting similarities in the use of traditional East Asian motifs blended with Western gothic horror.
Chronology of the Controversy and Previous Allegations
This is not the first instance where LE SSERAFIM has faced scrutiny regarding creative overlap with Red Velvet. To understand the current climate, it is necessary to examine the timeline of these recurring allegations:
- January 2023: During the preparations for LE SSERAFIM’s Japanese debut, teaser images were released that featured a high-fashion, minimalist aesthetic with surrealist props. Netizens immediately compared these to Red Velvet’s Birthday and The ReVe Festival era visuals.
- November 2023: The release of Red Velvet’s Chill Kill set a new benchmark for the "folk-horror" concept in K-pop. The album’s success cemented this aesthetic as a signature of the group.
- February 2024: LE SSERAFIM’s EASY era faced minor critiques for its street-style visual direction, which some felt mirrored the trend-setting work of other ADOR or SM Entertainment acts, though these claims were largely dismissed by the general public.
- May 11, 2026: Source Music releases the "BIRCH SCAR" concept for PUREFLOW. Within hours, "Red Velvet" and "Plagiarism" began trending alongside the group’s name.
The recurring nature of these accusations suggests a deeper tension within the industry regarding the boundaries of inspiration versus imitation. Source Music, a subsidiary of HYBE, has often been praised for LE SSERAFIM’s "fearless" and "athletic-chic" branding, making the sudden shift toward the avant-garde horror space of PUREFLOW a jarring transition for some observers.
Social Media Discourse and Fan Reactions
The reaction from the K-pop community has been polarized. On one side, "ReVeluvs" (Red Velvet fans) and neutral observers have expressed frustration, suggesting that the industry is "reheating" concepts perfected by senior groups. One widely shared comment on X stated, "You can’t copy Red Velvet if you can’t sing like Red Velvet," reflecting a sentiment that the aesthetic is inextricably linked to Red Velvet’s unique vocal prowess and experimental discography.
Conversely, supporters of LE SSERAFIM argue that no group "owns" a genre. They contend that the dark fairy tale aesthetic is a common literary and cinematic trope that should be open to reinterpretation. Fans have pointed out that LE SSERAFIM’s lore, which centers on the "Crimson Heart" webtoon and themes of burning ambition and scars, naturally lends itself to a darker, more sacrificial visual style. They argue that PUREFLOW is an evolution of the group’s established narrative rather than a theft of another group’s identity.
The Chill Kill Precedent in K-pop Plagiarism Debates
The album Chill Kill has emerged as a central reference point in modern K-pop plagiarism debates. Its distinct visual identity, crafted under the creative direction of SM Entertainment’s veteran teams, has been so influential that several other groups have been accused of "ripping it off" over the past two years.
Notable instances include:
- KiiiKiii: The rookie group faced backlash for a debut concept that utilized nearly identical color schemes and prop styling as Chill Kill.
- NCT: Even within the same agency, certain NCT sub-unit teasers were scrutinized for overlapping with the eerie, traditionalist vibes of the Red Velvet comeback.
- IVE: Starship Entertainment’s flagship group was briefly embroiled in a similar debate when a Japanese release featured floral and gothic elements that netizens felt were too close to the Chill Kill aesthetic.
The frequency with which Chill Kill is cited suggests that it has become a "concept archetype." In the fast-paced world of K-pop, where visual impact is as crucial as musical content, the pressure to innovate often leads creative directors toward similar pools of inspiration, such as classic horror cinema, high-fashion editorials (like those from Alexander McQueen or Dior), and traditional folklore.
Official Responses and Creative Direction
As of May 12, 2026, Source Music and HYBE have not issued a formal statement addressing the plagiarism allegations. Historically, major K-pop agencies rarely respond directly to concept-based plagiarism claims unless they involve direct copyright infringement of photography or graphic design. Instead, companies typically allow the music and the full creative output to speak for itself upon release.
The creative direction for PUREFLOW is reportedly aimed at showcasing a more vulnerable and "raw" side of LE SSERAFIM, moving away from the high-gloss "unforgiven" persona. The "BIRCH SCAR" title suggests a focus on healing and the marks left by past experiences, which aligns with the group’s overarching message of resilience. Whether the full album release on May 22 will provide enough unique identity to quell the plagiarism claims remains to be seen.
Broader Impact on the Industry and Market Implications
The controversy surrounding PUREFLOW highlights the increasing difficulty of maintaining a unique brand identity in a saturated market. With dozens of major "comebacks" occurring every month, the visual vocabulary of K-pop is being exhausted at an unprecedented rate.
For LE SSERAFIM, these allegations present a double-edged sword. On one hand, the controversy generates significant "noise," driving up engagement metrics and keeping the group at the center of the cultural conversation. On the other hand, it risks alienating casual listeners and tarnishing the group’s reputation as trendsetters. In an era where "concept" is a primary selling point for physical albums—which often include elaborate photobooks and collectible items—the perception of unoriginality can impact pre-order numbers and long-term brand partnerships.
Furthermore, this situation underscores the immense influence Red Velvet continues to wield over the industry’s aesthetic standards. Despite being in their twelfth year as a group, their creative legacy remains the benchmark against which newer acts are measured.
Conclusion: Looking Ahead to PUREFLOW
LE SSERAFIM’s PUREFLOW pt. 1 is scheduled for global release on May 22, 2026, at 1 PM KST (12 AM ET). The album marks a significant milestone as the group’s second full-length studio project, and expectations are high following the massive commercial success of their previous mini-albums.
While the plagiarism debate continues to simmer, the ultimate test will be the musical and performance quality of the comeback. If LE SSERAFIM can deliver a sonic experience that feels distinct and authentic to their journey, the visual similarities may eventually be viewed as a minor footnote in their career. However, if the musical direction also mirrors the experimental art-pop of their predecessors too closely, Source Music may find it difficult to shake the "copycat" label.
As the release date approaches, the industry will be watching closely to see how the "BIRCH SCAR" narrative unfolds and whether LE SSERAFIM can successfully navigate the fine line between paying homage to the greats and forging a path that is entirely their own.
