Just when we all celebrate the newly opened Instagram account of Hearts2Hearts, this new SM K-pop girl group is facing mixed reactions from the public for having similar concept photos with their senior K-pop idols, NewJeans.
But is that true, though? Does Hearts2Hearts really copy NewJeans? Or is the group simply using an already mainstream concept? Join our discussion and let us know what you think.
SM New K-pop Girl Group Hearts2Hearts Teases Aesthetic Concept on Instagram
Following the recent confirmation of its debut lineup, the highly-anticipated K-pop girl group of SM Entertainment, Hearts2Hearts, has officially launched a new Instagram account. Through this platform, SM Entertainment introduced the group’s initial aesthetic concept with a series of teaser photos.
As Hearts2Hearts prepares for its official debut on February 24, the newly released images offer a glimpse into the group’s artistic direction.
In five newly uploaded photos, Hearts2Hearts presents a concept centered on soft-core nostalgia, dreamy youth, emotional storytelling, and poetic friendship. These visuals suggest that rather than focusing on high-energy performances, SM newest K-pop girl group Hearts2Hearts will emphasize evoking emotions. Their concept also aligns with themes of friendship, fleeting moments, and the beauty of everyday life.
SM New K-pop Girl Group: A Concept Too Similar to Min Heejin’s
Once the new Instagram account and teaser photos began circulating on the internet and social media, the public reacted with mixed opinions about the group.
The 5 photos showcased a retro-vintage concept, the kind that seemed to have been taken using a polaroid and film camera. Not only that, Hearts2Hearts’ aesthetic direction appeared to lean into a vintage schoolgirl theme, a concept. And this concept has become too familiar to some fans.
Why? Because everyone in the K-pop community knows that this kind of concept has long been associated with former SM creative director and former ADOR CEO Min Heejin.
Based on the overall concept of these five photos, some fans argued that the similarities to Min Heejin’s signature style were undeniable. Others even accused Hearts2Hearts of blatantly copying NewJeans’ vintage Y2K aesthetic.
Meanwhile, some believed the concept was so closely aligned with Min Heejin’s past projects that it felt as if SM Entertainment’s new K-pop girl group, Hearts2Hearts, was another one of her productions.
Does Hearts2Hearts Copy NewJeans?
In that case, does Hearts2Hearts truly copy NewJeans, though?
It is undeniable that it was Min Heejin who pioneered the whole viral trend of retro-vintage and Y2K concepts. Moreover, with the skyrocketing reputation of NewJeans and the previous plagiarism case against ILLIT, this aesthetic has now become closely related to NewJeans. It has become the very iconic characteristic of the group.
Beyond NewJeans, Min Heejin also applied a similar aesthetic when directing BTS V’s solo album “Layover.” Thanks to her creative direction and V’s breathtaking visual execution, this style has become synonymous with her artistic signature.
That is why when you see Hearts2Hearts emerge with a similar concept, it is completely understandable to be asking yourself, “Do they copy NewJeans?”
But the reality is far from such a simple notion.
Other K-pop Girl Groups with Similar Concept
NewJeans, this aesthetic has become a mainstream trend in the whole Kpop industry. Many groups have since incorporated similar themes into their albums and visuals, making it a widespread movement rather than an exclusive trademark of Min Heejin.
Of course, there are certain details and nuances that feel uniquely hers—like NewJeans’ hanbok pictorial—but she does not hold exclusive ownership over the vintage schoolgirl aesthetic.
In fact, groups like GFRIEND, LOONA, and LE SSERAFIM have also embraced similar concepts while maintaining their own distinct identity. They, too, were able to create something iconic without directly overlapping with Min Heejin’s signature style.
Final Thoughts: A Shared Trend or a Plagiarism Case?
At the end of the day, the retro-vintage, Y2K, and vintage schoolgirl aesthetic are no longer exclusive to Min Heejin—it has become a widespread trend in Kpop. While NewJeans undeniably set a new standard, the style itself has existed long before them and will continue to evolve with new artists.
Therefore, instead of questioning whether Hearts2Hearts is copying, perhaps the real question is: How will they make this concept their own?
With their debut just around the corner, only time will tell if they’ll establish a distinct identity or remain in NewJeans’ shadow.
Follow Hearts2Hearts on Instagram and X!
Still, what are your thoughts? Is the Hearts2Hearts concept really a mere copy of NewJeans? Or do you think they’re entirely different? Please share your thoughts in the comments.
And don’t forget to follow Hearts2Hearts on Instagram and X:
- Hearts2Hearts Instagram: @hearts2hearts
- Hearts2Hearts X account: @H2H_smtown
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Source: TheQoo.
