Turum turum is a fun, onomatopoeic phrase that mimics the sound of a beating heart, similar to 'boom boom' or 'thump thump' in English.
In the song, Peso Pluma sings "tu cora no te hace turum turum" (your heart doesn't go boom boom), cheekily telling a girl that her current boyfriend doesn't excite her or make her heart race. It's a playful and catchy way to talk about romantic chemistry and a perfect example of how sound effects are used in Spanish music.
In "TULUM," Mexican star Peso Pluma joins forces with Grupo Frontera to deliver a cheeky corrido tumbado about swooping in on someone else's partner. The story starts with a reality check: a girl is dating a guy far below her league. Sure, her feed is full of sunny vacation posts, but the lyrics call out the illusion: "Muchas fotos de vacaciones por allá en Tulum / Pero sé que tu cora no te hace turum turum" [Lots of vacation photos over in Tulum / But I know your heart doesn't go boom boom]. Here, cora is short for corazón (heart), and turum turum is just the playful beat of real excitement that her wealthy boyfriend fails to trigger.
The song really hits its stride when comparing cold luxury with genuine attention. Her partner can afford luxury watches and huge houses, but Peso Pluma counters: "Él te compró un Rolex, pero yo te di mi tiempo / Él tiene mansiones, pero yo en mi apartamento / Te hice sentir cosas que no se las lleva el viento" [He bought you a Rolex, but I gave you my time / He has mansions, but in my apartment / I made you feel things that the wind won't blow away]. The singers playfully advise her to break the news using a classic food metaphor: "Que la comida se enfría / Cuando se descuida" [Food gets cold / When it is neglected]. It is a bold, breezy reminder that neglect always opens the door for someone else to step in.
Hassan Emilio Kabande Laija was born in Zapopan, Jalisco in 1999, grew up in Guadalajara, and taught himself guitar at fifteen off YouTube tutorials. As Peso Pluma he sings corridos tumbados: Sinaloan sierreño guitars underneath, the cadence and swagger of hip hop on top. His voice is a thin nasal rasp nobody would call pretty, and in 2023 it made him the fifth most-streamed artist on Spotify worldwide.
He arrived through features, "El Belicón" with Raúl Vega and then "AMG" and "PRC" with Natanael Cano, before "Ella Baila Sola" with Eslabón Armado reached No. 4 on the Billboard Hot 100 in 2023, the first regional Mexican song ever inside that top 10. Génesis won Best Música Mexicana Album at the 2024 Grammys, and the 24-track double album Éxodo followed with Cardi B, Quavo and Rich the Kid along for the urbano half. He runs his own label, Double P Records, and closed 2025 with Dinastía, a joint album with his cousin Tito Double P that went straight to No. 1 on Top Latin Albums and filled 30 US arenas in 2026, Madison Square Garden included.