ABRACADABRA may be the title of South Korean dance-pop quartet Brown Eyed Girls' (BEG) breakout single last year, but it also sums up their almost magical career turnaround.

Indeed, for the telegenic four, Abracadabra, released last July, proved to be the hit that finally catapulted them to the big time.

For months, it was a nationwide anthem in Korea, not unlike fellow popstars Wonder Girls' catchy ditty, Nobody.

Before that, they only had lukewarm reception to their music at best.

But was it the music, or their new sexy makeover that helped to conjure up their current popularity?

BEG's drastic image has left several critics' tongues wagging.

For Abracadabra's music video, the girls – who usually sport sweet, demure looks – vamped it up with rocker punk chic, edgy gothic make-up, provocative scenes of intimacy and even hints of sadomasochism. (Read: belts, razors, metal cage).

The group, in town with Korean male singer Lee An to perform at tonight's Sundown Festival Live Party, became defensive when The New Paper quizzed them on their transformation into sex kittens.

Leader of the pack Kim Hyo Jin (known by her stage moniker Jea), 28, said matter-of-factly through a translator: "Being sexy is not just our appearance or image, it's an overall concept for our current music direction."

Jea added that Abracadabra, as well as other songs on Sound G, the girls' latest album, revolved around "strong, feminine females".

"That was the main reason why we went with a sexy, more mature music video."
Nevertheless, it is clear that sex sells.

Following Sound G, their third full-length release, not only did BEG enjoy a massive popularity surge, the girls – who made their debut in 2006 – also won the coveted Best Female Group at South Korea's Mnet Asian Music Awards, held in November last year.

Cho Mi Hye (or Miryo), BEG's 28-year-old resident rapper, hit back at critics who accused them of "selling out" for commercial success.

She said: "Every time an artiste achieves some sort of fame, there will always be unkind remarks about him or her."

"Over the past few years, each time we release a new album, we will hear some negative comments. They don't mean anything."

"We'll take it as a form of appreciation."

However, Miryo was adamant that BEG will always be a group that "focuses on the music, first and foremost".

"It is even more important that our image evolve with the concept of our albums. These two have to go together."

Lead vocalist Park Hyo Jin (or Narsha), 22, professes to "having fun" executing image transformations.

She sports a short, spunky crop in many of BEG's publicity photos, but during the interview with The New Paper, she sported long tresses, looking girly and bosomy in a low-cut dress.

It turns out that the long hair was real; Narsha' short crop was a wig.

She said: "We enjoy making changes to our looks from time to time, especially for our fans when we do live performances."

Son Ga-In, the youngest of the girls at 22, had the privilege of being the main protagonist in Abracadabra's raunchy scenes.

It involved her cosying up to a man and sharing some touchy-feely moments – including one where he stroked her thigh.

"I think I was pretty comfortable doing those scenes," said Ga-In with a laugh.

"It helped that he (the actor in the music video) and I are total strangers, we had never met before the shoot, so there wasn't any awkwardness at all."

"After completing the video, we didn't keep in contact too!"

This article was first published in The New Paper.