Rising K-pop girl group Hearts2Hearts (하츠투하츠) is completely dominating the cultural scene, matching their highly successful music comeback with a massive wave of unique brand partnerships. Following the highly anticipated release of their second mini-album, Lemon Tang, the SM Entertainment rookie group has safely established themselves as the definitive trendsetters of the summer season.
Taking Over Fashion and Food Across Seoul
To celebrate their latest musical chapter, Hearts2Hearts joined forces with major domestic clothing brand Musinsa Standard. The fashion partnership features an exclusive summer apparel line showcasing the group’s official animated character, “HaGgyuHa” (하뀨하). To back up the release, a bright, refreshing physical pop-up store instantly took over the Musinsa Megastore in the trendy neighborhood of Seongsu, drawing massive lines of young fashion fans.
The group’s creative crossovers do not stop at clothing. Hearts2Hearts has officially teamed up with premium dessert brand Benson Ice Cream to launch a brand-new seasonal flavor directly inspired by their album concept—a sweet and sour mix of refreshing lemon, rich cheesecake, and popping candy. A fully customized concept store is currently running at Benson’s Apgujeong flagship location through July 12, 2026.
Furthermore, the girls have partnered with the popular youth self-photobooth brand Don’tLxxkUp to release an exclusive, high-angle camera photo frame designed to mimic bright summer sunshine, which has already gone viral across social media networks.
Massive Crowds and Next-Level Events
The physical demand for the group’s standalone offline events has been nothing short of historic. The group recently wrapped up their very first official pop-up store at the luxury mall The Hyundai Seoul. Running for nine successful days, the event saw its online pre-reservations sell out completely within minutes, forcing staff to close the physical walk-up lines early every morning as over 5,000 dedicated fans rushed the venue.
The agency has also raised eyebrows across the industry by organizing wildly creative marketing campaigns, including:
- “Lemon Tang” Foot Baths: A clever, literal play on their album title, bringing relaxing, lemon-infused hot spring foot baths directly into major metropolitan city centers nationwide.
- QQ Music China Takeover: Teaming up with China’s largest music platform to launch massive, full-building wrap-around promotional pop-ups inside premier shopping centers across four major Chinese hubs: Shenzhen, Shanghai, Nanjing, and Changsha.
Ruling the Weekly Music Shows
While their business partnerships are taking over the streets, Hearts2Hearts is continuing to rule the television charts. On July 2, 2026, the 8-member group proudly took home the No. 1 winner’s trophy on Mnet’s flagship music program M Countdown.
The group is set to continue their momentum with consecutive live performances on KBS2’s Music Bank on July 3 and MBC’s Show! Music Core on July 4. Making the upcoming weekend even more special for fans, members Yuha, Stella, and Eyna have been officially announced to step up as special guest co-hosts for this week’s Show! Music Core broadcast, showcasing their natural hosting skills and bright personalities to audiences nationwide.