=LOVE Breaks Sales Record with 21st Single, Debuts Korean Version on 'Inkigayo'

Producer Rino Sashihara's idol group =LOVE has broken its own first-day shipment record with its 21st single, 'Koi, Hajimemashita.' The single shipped over 590,000 copies on its first day, August 26, and topped the Oricon daily singles chart.

The group performed the song's Korean version, 'Sarang, Sijakhaetseumnida,' on the South Korean music program SBS 'Inkigayo' on August 23. After the broadcast, =LOVE-related terms trended on Korean social media.

Their 2025 track 'Tokubechu, Shite' has surpassed 200 million cumulative streams and 2.3 billion total views on TikTok. Their 20th single, 'Gekiyaku Chudoku,' released in April, shipped over 500,000 copies and topped both the Billboard Japan and Oricon weekly charts.

The music video for 'Koi, Hajimemashita.' features the group in white gothic lolita outfits performing in a vast white flower field. The video includes story scenes, close-up lip-sync shots, and large-scale dance sequences.

The single's Korean version music video is also available.

Watch 'Koi, Hajimemashita.' (Korean Version)

Watch 'Natsu Nagori Summer Tune' MV
Watch 'Yume no Tsuzuki' MV

=LOVE will hold its 9th Anniversary Premium Concert at Tokyo's TOYOTA ARENA TOKYO on October 15 and 16. The group has also announced its first-ever Tokyo Dome concerts for January 19 and 20, 2027.

Listen to 'Koi, Hajimemashita.'

Source: PR Times via 株式会社ソニー・ミュージックレーベルズ