Purple Kiss is approaching their first year as a unit, and through their new inclusively spooky-themed EP, they refuse to go unnoticed. 

Hailing from the respected label RBW who also houses the powerhouse group MAMAMOO, Purple Kiss entered as a first wave of fourth-gen K-Pop talent, made up of seven passionate members ranging from 18 to 24. Since their fall 2020 introduction, they quickly sold over 30,000 copies of their debut EP following the footsteps of the successful modern rookie talent – also serving as the beginning of an exciting career and a vibrant following labeled PLORY (their devoted fandom). 

With their desire to show “various colors” of their individual voices and inspire audiences with love, the group evokes such a feel-good charismatic vibe that their new EP HIDE & SEEK animates a bold shift in momentum to misdirect with their colorful art in ominous packaging. Through their second lead single “Zombie” we kick off the new direction of Purple Kiss that playfully bounces between a youth-friendly fall-themed zombie concept and their perky-pop familiarity with a sneaky transition. After christening the comeback with the new single, the EP then strays outside of the suggested style as if the concept was merely a doorway to the group’s real intention at presenting art under the guise of something entirely different.

HIDE & SEEK has welcomes new ideas that offer necessary confirmation of the group’s hopes to follow in the footsteps of their hard-working peers, telling a versatile story in the span of six songs. On “So WhY” the group just slightly dials it back to drift in a dream-like state – a perfect choice to counterbalance their dazzling aesthetic. In “Cast pearls before swine”, we see Purple Kiss show off their ability to produce more than one singe-ready banger in a comeback, in what could possibly have served as a backup single – because Purple Kiss is only invested in sharing music that’s made to the absolute best of their abilities.

With the new EP HIDE & SEEK available now, we spoke to the members of Purple Kiss to get their thoughts on some feel-good horror, “Zombie”, and much more. 

You’re approaching your first year together as a unit, and this marks your second release so far! When you look back at your first EP, and now your new music – how would you say these experiences differ (or how do they feel similar if not different)?

Swan: Firstly, the atmosphere of the album is the most different. If our debut album [INTO VIOLET] had a mysterious and dreamy concept, HIDE & SEEK is an album with kitsch and bold charms. As a result, I think the ability to take on new concepts has improved and become more natural.

Dosie: If the first album had a dark purple vibe, I think this album has a more colorful and youthful vibe.

Chaein: I think the genres and atmosphere of the songs in the album have changed. The same goes for the lyrics and the meaning of the song.

Yuki: I also think the theme and genre of the lyrics are the most different. 

Na Go Eun: During the first promotions for our debut album, I couldn’t perform with a smile because it was a song with heavy and alluring vibes, so it’s nice to be able to perform with a smile for our comeback promotions. 

Park Ji Eun: I think I’m able to enjoy the stage a little more than during our first promotions. 

Ireh: I think I was able to get the hang of things for our second promotions in comparison to our debut stages when I didn’t know anything and things were chaotic. 

The new concept behind HIDE & SEEK appeared to have a horror atmosphere within the initial teasers! What was it about a darker concept that drew you to this style in particular?

Chaein: I think the zombie’s unique horror atmosphere fits well with the style of concept we’ve previously done, which is why we went with this direction for the comeback!

Dosie: If for “Ponzona” we were spreading our charms under the theme of poison, this time, we’ve become zombies to continue to spread our charm. This is why the horror theme of zombies adds to the pleasant atmosphere of Purple Kiss in creating an unrivaled concept.

Park Ji Eun: I wanted to give off a sweet and fierce feeling. I also wanted to include the previous Purple Kiss vibe to a certain extent.

Swan: It’s a dark concept, but as I said earlier, it’s a horror darkness that feels different from the dreamy “ponzona,” so it’s actually something new and that’s how I think we decided on the concept of the album.

Yuki: Horror is horror, but! It’s a new kind of horror that’s not scary but exciting and good to see.

Ireh: Actually, you can look at this concept as a bold and bouncy concept with a spoon of horror added to it rather than just horror. We chose it because we wanted to take the scary theme of zombies and interpret it into a new teen version of zombies and show you another color of Purple Kiss!

Na Go Eun: Honestly, the horror image we gave off was a decoy. Our first promotions were grand and alluring, but this time the song is exciting and energetic so we wanted to make it fun, but also sort of continuing the first concept we took on.) 

Your new single “Zombie” has also previewed that theme feels very different from your introductory era! Which of the two releases would you say felt more challenging from an individual standpoint?

Swan: Rather than being more difficult, the concept of the new song “Zombie” had a lot more to think about. Since each part has a lot of emotional switches, I try using different gestures and facial expressions depending on the outfit of the day as I think about things like, “How can I act this out with a sense of unity with the members and not make the stage boring for viewers?”

Ireh: I thought “Ponzona” would be more difficult, but when I performed “Zombie” it was more difficult. It wasn’t easy to smile on stage at the beginning of promotions.

Na Go Eun: It’s “Zombie”! Because, unlike the strong and fatal feeling, this song has a variety of concepts within three minutes, so there are so many things to express. I think that part was a little difficult.

Chaein:I think the previous “Ponzona” concept was harder. I think it felt more difficult because it was also our debut. 

Yuki: Actually, I think “Ponzona” was more difficult. In fact, I thought a lot about my facial expressions, but when I monitored the stage my facial expressions came off too simple, so I was a bit disappointed. 

Dosie: This comeback with “Zombie” was harder for me. It was harder than I thought to smile and look like you’re having fun on stage naturally. So this time, I’m actually watching the members a lot while performing. 

Park Ji Eun: Both have difficulties, but I didn’t have too much difficulty expressing them because my normal self has some inherent “Zombie” concept aspects to it, and I think I became a little more familiar with the ‘Ponzona’ concept after repeatedly doing it. 

I love that your name comes from your shared desires to show various styles, and also to display love! How would you say ‘love’ plays a role in this horror concept for HIDE & SEEK? 

Park Ji Eun: There’s a message in it saying not to measure this and that, but to love more confidently!

Ireh: Yes, that’s right. I think this album plays a cute and bold role because it has the message, “You can be more confident without measuring this or that!”, [without comparing things.]

Chaein: I think love plays a big role in HIDE & SEEK wrapped up in the word ‘HIDE’. The emotions that we have to express and convey are love!

Yuki: If you look at all the lyrics of the songs, they all talk about feelings honestly and confidently. That’s why I think it expresses honest love without any frustrations.

Na Go Eun: I think it’s refreshing! Because it doesn’t hide anything and expresses it all confidently!

Swan: I think it raises self-esteem and pushes forth the idea that despite the young age, that youth is what allows more honest pure love. 

Dosie: I think everything starts with love, and whatever the object or situation is, there’s a message within the album to love with a more confident and pure heart, sort of like a teen story.

You come from a label that celebrates talent, and you have widely successful peers such as MAMAMOO to look up to – have you received any specific insight from fellow artists that has helped you find your way artistically? 

Chaein: Yes! They give us practical advice and always brighten the atmosphere so that we can be comfortable when we are together. We are always receiving good energy from them. 

Yuki: We’re so thankful, as there was even a time when they gave each of our member’s advice in a one-on-one setting and when we run into them at the company, they always cheer us on! 

Ireh: During the last promotions, we each received advice we needed to hear from them individually and when they tell us about their experiences it helps us a lot.

Park Ji Eun: I was so happy when our senior, Moonbyul, listened to my long-held concerns after the “Studio Moon Night” show. 

Swan: Back when I was a trainee and preparing for the monthly evaluations, I got a lot of help from our seniors, MAMAMOO, in terms of stage direction or ideas by watching their concert videos.

Na Go Eun: When I went to see MAMAMOO’s concert in person before, I was able to feel the energy onsite and felt such respect for them as I thought to myself “Ah, this is how a performance is done. 

Dosie: I get motivated by them just by watching their performances, but when we do meet sometimes, they always say such kind things and it makes me gain confidence to work harder.

You also have a music video for “Zombie” and it appears that you really committed to telling a specific story this time around! What moment in the music video would you say ended up embodying your feel-good spooky concept to the maximum? 

Na Go Eun: I think the creepiest moment was when it rained heavily during “Intro : Freaky Purky” when we were with the people acting like zombies.

Chaein: I think the unit teasers were the most creepy.

Park Ji Eun: I also think the most creepy part was in the unit teasers when we woke up and smiled! 

Dosie: I think this time, our facial expressions were captured well! In particular, I like that my facial expression at the beginning seems to open the door to the song in a creepy way.

Ireh: There were always many bright and cute scenes in the music video, but I think the scenes where we’re smiling while playing with zombies like it’s nothing is really spooky.

Yuki: I think it was the most spooky when we filmed with zombies.

Swan: Actually, for this music video, I played a cute zombie rather than a spooky one, so I haven’t really thought of myself in a horror or spooky concept much. 

In terms of horror, I’m a big fan of the genre myself, so I have to ask – do any of you enjoy horror movies/tv? If so, what titles would you recommend?

Swan: I don’t really like horror movies! 

Dosie: I don’t like horror movies either.

Na Go Eun: I don’t like horror movies either, but I enjoyed watching Sweet Home! 

Chaein: I really like horror, but I forget it quickly after watching it. Otherwise, they’ll come out in my dreams…

Park Ji Eun: It’s not a horror movie, but I recommend the zombie movie Warm Bodies! 

Ireh: I enjoyed watching Us and Get Out, so I’d like to recommend them!

Yuki: The one that enjoys horror is me! Recently, there’s a movie called Host that I’d like to recommend. It’s directed in a certain fashion – like a true series of events – so it gives me even more goosebumps. 

If you were going to collectively choose a second single from this comeback, what would you say has that same potential? 

Swan: It’s “Cast pearls before swine.” Firstly, it’s a song that attracts a lot of attention and I’ve actually been practicing it since I was a trainee! 

Ireh: I think they all have potential. It’s so hard to choose just one because they’re all good songs, but I think “ZzZz” is fitting and will be good to listen to comfortably in autumn.

Na Go Eun: “Twinkle”! 

Chaein: I want to recommend “So WhY”, a song that I made! I think it’s cute because it shows the process of making the most honest and confident confession. And more than anything, I really like the rap that Yuki wrote.

Yuki: It’s different every day, but today it’s “ZzZz”.

Park Ji Eun: I also think “ZzZz” has potential.

Dosie: It’s “Twinkle”. I think the voice color of Purple Kiss is expressed very beautifully.

Obviously, the album has an intriguing balance of songs as well. What track would you say required the opposite energy of your lead single “Zombie”? 

Swan: It’s “ZzZz”. You can see a different charm from “Zombie”, as it directly expresses the almost boring everyday life in the lyrics!

Park Ji Eun: I also think it’s “ZzZz”! 

Ireh: I think it’s “2AM”. Unlike the upbeat and bouncy aspect of “Zombie,” it has a more relaxed vibe.

Na Go Eun: I think “Twinkle” has such a different vibe that it’s really charming.

Chaein: I think “ZzzZz” and “2AM” have the most opposite energy from “Zombie”.

Yuki: It’s “ZzZz”. If “Zombie” is a song that makes you want to jump and play, I think “ZzzZz” has the opposite energy that heals you when you want to rest.

Dosie: It’s “ZzZz”! If “Zombie” feels full and exciting, then “ZzZz” feels a bit empty in ways but is calm and soothing.

Stream the EP Hide & Seek by PURPLE KISS here, and check out the music video for their single “Zombie” above!