According to Pannchoa, SM Entertainment has once again set K-pop forums buzzing after a user on Instiz uncovered a surprising detail in the company’s 2025 strategic plan — the debut of another girl group later this year, despite the recent debut of Hearts2Hearts.
The information, extracted from SM’s official roadmap, reveals the agency’s intentions to continue nurturing original IP by developing both virtual artists and a new girl group, with the latter’s debut postponed to the second half of 2025. “Among them, the girl group will have its debut moved to the second half of 2025 in order to secure a competitive advantage in the market and will be continuously developed,” the document states.
Fans React: “Is This Hearts2Hearts’ Sister Group?”
The timing of the news has sparked intense reactions online, especially since Hearts2Hearts just debuted and has already made a splash with their concept and performance. “It’s probably going to be Hearts2Hearts’ friend group,” the user speculated, drawing parallels to RIIZE and NCT WISH — two boy groups under SM that debuted close to each other and are widely seen as connected in branding and concept.
Fans are curious — and divided. Some are excited at the prospect of a multi-line girl group strategy from SM, while others worry it could lead to overlapping promotions or internal competition that might dilute each group’s momentum.
Comments on instiz:
- For real…?
- Well, aespa is already in their 5th year now — it’s about time to start preparing.
- Maybe it’s going to be a Japanese girl group that also promotes in Korea, like NCT WISH?
- Stop debuting only boy groups — it’s time to debut more girl groups too!
- Oh… if SM is really planning to debut a girl band, that’s actually pretty exciting!
- Oh, then the rookie lineup is going to grow a lot! We already have new groups now, and with another boy group and girl group coming soon, it’s going to be packed!
Another Girl Group Already? SM’s Strategy Raises Questions
With Hearts2Hearts still fresh from their debut and already creating an “impact too big to ignore,” according to fans, the reveal of another girl group debut so soon has caught many off guard. Some speculate this new group may complement Hearts2Hearts rather than compete — possibly with a different style, target demographic, or even a virtual or hybrid concept, as hinted in the strategic mention of “virtual artists.”
While SM has yet to make an official announcement beyond what’s in the internal document, the anticipation is building — and so are the questions: Will this new group support Hearts2Hearts’ global momentum? Or is SM preparing for a creative shift in the girl group scene?
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