The two met at Professor Oak's summer camp as kids, and they reunited when Ash began his journey in Kalos. There are several instances of Ash staring at Serena and telling her that she looks pretty or that something suits her, such as during her Pokévision video or after she cut her hair. At a festival in Coumarine City Ash gives Serena a blue ribbon, which she ties to her shirt and never takes off. Ash and Serena admire each other's strength and perseverance and let the other know that. After losing to Wulfric and moping around Serena snaps Ash out of it, and he was the one who helped her realize her own dream of performing. Ash was the reason she started her journey in the first place - to see him again - and he supports her the whole way after inviting her to join him and the siblings. Her feelings are made very evident right from the beginning and in the final episode of the series she kisses Ash on the lips before leaving for Hoenn, telling him that he's her goal.
*tosses confetti*
— In the anime —
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