SM Entertainment’s rookie girl group Hearts2Hearts has found itself at the center of an online plagiarism debate ahead of its comeback, with fans divided over the similarities between the group’s latest teaser images and another act’s previous concept.
As Hearts2Hearts prepares to return on June 22 with their second mini album, Lemon Tang, the newly released promotional photos have quickly become a hot topic in online communities. While many praised the group’s new visuals, others began pointing out what they believed were striking similarities to another girl group’s previously released concept.
The comparison centered on ifeye, whose concept images for Sweet Tang were unveiled in July 2025. Some netizens argued that Hearts2Hearts’ teaser photos appeared too similar visually, sparking accusations that the new concept had borrowed heavily from the smaller group’s aesthetic.
Critics of the concept did not hold back, with some arguing that the similarity went beyond coincidence. Several online commenters argued that not only did the photo’s composition look familiar, but the album’s name also added fuel to the controversy, indicating the similarity between Sweet Tang and Lemon Tang.
One viral comment said: “It doesn’t even look inspired, it looks almost identical.” Another wondered why a major agency would release something so close to an existing concept from a lesser-known act.
However, not everyone agreed with the criticism. Many fans have defended Hearts2Hearts and SM Entertainment, claiming that bright fruit-inspired imagery, specific camera angles, and youthful summer concepts are common elements in K-pop marketing.
Some netizens even pointed out that a similar aesthetic had appeared in previous releases by established groups, suggesting that no single act could claim ownership of the style. Others argue that K-pop concepts often overlap, especially when seasonal themes are involved.
As the debate continues online, the controversy has once again highlighted the growing scrutiny K-pop agencies face over visual originality, particularly as upstart groups from large companies enter an already competitive industry.
Sources: Koreaboo
