SM Entertainment's New Girl Group Hearts2Hearts Makes a Grand Debut

SM Entertainment's latest girl group, Hearts2Hearts, has officially entered the K-pop scene with a splash. Even before their debut, they caught the attention of K-pop fans through various brand collaborations.

On the 24th, Hearts2Hearts held a debut showcase at the Yes24 Live Hall in Seoul, where they boldly declared their ambition to become 'The Future' of SM. This marks the first multi-member girl group from SM in 18 years since Girls' Generation. Regardless of the reactions, Hearts2Hearts is already garnering significant attention.

Before their debut, Hearts2Hearts made waves with news of collaborations with various brands. Member Aina secured a spot as a music show MC even before debuting. The group has become the new face of Mega Coffee and was selected as the model for Musinsa's spring campaign. They are also collaborating with the character brand Hachuping and showcased luxury brand G's 2025 Spring/Summer collection in a magazine spread, featuring not just clothes but also accessories. Hearts2Hearts is making bold moves that are uncommon for rookies.

The backing of SM Entertainment, one of the top four agencies in Korea, is a significant factor in the numerous brand offers Hearts2Hearts has received. SM recently signed a business agreement with Hachuping to maximize synergy between its artists and brands. Prior to Hearts2Hearts, aespa also collaborated with Hachuping. Mega Coffee is working with SM on the 'SMGC' project, with Hearts2Hearts as the first group to participate. Musinsa also chose them as models during the 2023 debut of another rookie group, RISE.

The fact that Hearts2Hearts is the first to lead the Mega Coffee and SM campaign is drawing attention. Despite SM's roster of established stars, the rookie group is taking the lead, indicating SM's strong support and belief in Hearts2Hearts as the next generation of stars.

Industry insiders believe that Hearts2Hearts has a high chance of success as an SM rookie girl group. SM's previous girl groups, including Girls' Generation, f(x), Red Velvet, and aespa, have all achieved significant success, capturing both the general public and core fandoms. Given this track record, Hearts2Hearts could establish themselves as a leading 5th-generation girl group. For brands, partnering with a promising new group can be advantageous for future marketing.

However, some express reservations about unfamiliar faces becoming brand models so quickly. The perception of a 'golden spoon debut' due to the agency's influence might generate some backlash. The growth narrative is crucial for idol groups to build a fanbase, and the lack of such a story could be a weakness for Hearts2Hearts.

The timing of Hearts2Hearts' debut coincides with that of Starship Entertainment's new girl group, KIKI, adding an interesting competitive dynamic. This rivalry could enhance their visibility during the crucial rookie phase, potentially benefiting both groups. As K-pop fans watch closely, the question remains whether Hearts2Hearts can successfully continue SM's legacy of successful girl groups.

By Ji-won Kim, TenAsia Reporter one@tenasia.co.kr