=LOVE Thrills Fans with TV Premiere of New Single "Koi, Hajimemashita."

=LOVE, the idol group produced by former top idol Rino Sashihara, appeared on the TBS music program "CDTV Live! Live!" on August 3, where they delivered the first television performance of their 21st single title track, "Koi, Hajimemashita." ("I've Started Falling in Love"), ahead of its August 26 CD release. The performance sparked an immediate online buzz, with related terms trending on social media shortly after the broadcast.

During the program, the group performed the new track alongside their summer hit "Natsumatope." Dressed in brand-new costumes featuring elegant black lace gloves, the members delighted viewers with a vibrant execution of a quintessential, high-energy idol song. Fans flooded social media with glowing reactions, praising the outfits as "beyond cute" and calling the track the ultimate classic idol anthem. The song's high quality—composed by Ryuki Koike and arranged by Menma—also drew widespread acclaim, with many labeling it a "god-tier track."

With advance digital streaming launching at midnight following the broadcast, fans have been eagerly discussing individual highlight parts and choreography online. Anticipation continues to build as the group prepares for the official CD release on August 26 and upcoming live performances.

The Context

=LOVE (pronounced "Equal Love") is a major Japanese female idol group produced by Rino Sashihara, a former star of AKB48 and HKT48 who is now one of Japan's most prominent television personalities and producers. Formed in 2017, =LOVE is celebrated for its high-caliber vocals, polished dancing, and expressive pop sound. "CDTV Live! Live!" is a premier weekly live music show broadcast nationwide on the TBS network, frequently serving as a major platform for J-pop acts to perform their latest releases.

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