Hearts2Hearts’ “Big Company Privilege” Sparks Heated Reactions From Netizens

Hearts2Hearts is already causing quite a stir in the K-Pop community — and they just officially debuted today! SM Entertainment‘s promotional campaign for their newest group has sparked heated reactions and debate among Korean netizens.

A recent post on TheQoo detailing some of the major steps in SM Entertainment’s promotions for Hearts2Hearts quickly became a hot topic. The rookie group is receiving promotional support that many established artists would envy.

Their music video is being showcased on massive digital billboards at Shinsegae (one of Korea’s largest department store chains), while collaborations with trendy brands like Musinsa and Mega Coffee are already underway. They’ve even secured a partnership with the popular character brand Hachuping!

우리 하츠투하츠 데뷔,
메가MGC커피가 빵빠레 불며 축하♡

지금 전국 매장에서 하츠투하츠 예쁨 대방출하며
세상 제일 축하중이니까 당장 보러 달려와락!૮˃‌֊˂‌ ა#하츠투하츠_꿈은_시작됐어 #Hearts2Hearts#하츠투하츠 #H2H #여기는메가스테이션 #SMGC #메가MGC커피 #하츠투하츠_메가급으로_축하해 pic.twitter.com/i3cYZjFa1D

— 엠쥐씨 (@mega_mgc_coffee) February 24, 2025

Hearts2Hearts for MUSINSA#Hearts2Hearts #하츠투하츠 #H2H@Hearts2Hearts pic.twitter.com/s531IqCbxd

— Hearts2Hearts GLOBAL (@theH2HGLOBAL) February 24, 2025

As if that wasn’t enough, Hearts2Hearts will be starring in their own reality show on Mnet, giving fans an exclusive behind-the-scenes look at their journey.

Hearts2Hearts Reality Show 'Chat Hearts2Hearts' Preview

1st broadcast:
March 26 on Wavve
March 27 on Mnet#Hearts2Hearts #하츠투하츠 #H2H @Hearts2Heartspic.twitter.com/dJoSkB9lM8

— Hearts2Hearts GLOBAL (@theH2HGLOBAL) February 24, 2025

Reactions from netizens have been mixed. While some are looking forward to the group’s promotions, others have emphasized how much SM Entertainment’s impressive industry connections are at play. Some netizens even say that the song is disappointing in comparison to the promotions behind it.

| TheQoo

• “I’m curious about their reality show, lol. This is what it means to debut under a big company.”
• “Instead of spending so much on promotions, they should invest more in the actual music and choreography.”
• “Having a big agency behind you definitely helps… Hopefully, their next song will be better.”
• “Aren’t SM idols some of the most popular? Just look at how their concert posts dominated the trending page.”
• “The song is disappointing.”

The debate certainly highlights one ever-present question in K-Pop: Does coming from a major entertainment company guarantee success, or does it create unrealistic expectations? Regardless, Hearts2Hearts is definitely starting its career with incredible visibility.