K-Pop

Hearts2Hearts Defeated by KiiiKii? From Concept and Achievements to Brand Reputation

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Starship’s new girl group KiiiKiii recently took first place in the brand reputation rankings for new idol groups, defeating Hearts2Hearts and BABYMONSTER.

Particularly, according to the results of the analysis of big data on brand reputation of new idol groups in March 2025 announced by the Korea Enterprise Reputation Research Institute, KiiiKiii ranked first with a brand reputation index of 1,592,255. This was followed by Hearts2to Hearts in 2nd place and BABYMONSTER in 3rd place. BoyNextDoor and TWS ranked 4th and 5th, respectively.

kiii kiii hearts2hearts babymonster

Additionally, when comparing between KiiiKiii and Hearts2Hearts, observers suggest that SM’s adherence to the ‘official formula’ of Hearts2Hearts‘ senior girl groups cost them the initial advantage.

According to TenAsia on February 26th, Starship’s new girl group KiiiKiii saw their pre-release track “I Do Me” enter Melon’s TOP 100 at rank 70 at 9 AM on February 25th. Melon, the largest music streaming platform in South Korea, ranks its TOP 100 based on both streaming and downloads. In contrast, SM’s new girl group Hearts2Hearts failed to place in the TOP 100 at any point with their debut track “The Chase” on the same day.

hearts2hearts vs kiiikiii sm vs starship

KiiiKiii’s entry into the TOP 100 occurred during peak commuting hours, when music streaming activity is at its highest, often serving as an early indicator of a song’s long-term success. Hearts2Hearts made their debut at 6 PM on February 24th, the same time KiiiKiii released their pre-release track. This marked the first direct showdown between the two groups, yet even before KiiiKiii’s official debut, Hearts2Hearts found themselves trailing.

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Some K-pop fans expressed disappointment, “Since Hearts2Hearts is SM’s first large-member girl group in 18 years, people expected a Girls’ Generation-like concept, but it didn’t meet those expectations.” One fan noted, “Listening to ‘The Chase’ reminds me more of SM’s past group f(x) rather than Girls’ Generation. While f(x) was popular, the concept feels underwhelming compared to what was expected.” Indeed, lyrics such as “That squeaking, creaking Chalky chalky” evoke more of an f(x) vibe than a traditional Girls’ Generation-style song.

hearts2hearts vs kiiikiii sm vs starship

Fans also criticized the lack of a strong, catchy melody in “The Chase”, attributing this as a major reason why Hearts2Hearts lagged in initial popularity. While “easy listening” tracks are currently trendy, many argue that a debut song should leave a lasting impact. Some even compared “The Chase” to a B-side track from f(x) or Red Velvet rather than a standout debut song. Compared to iconic SM debut tracks like “Into the New World” (Girls’ Generation), “LA chA TA” (f(x)) and “Happiness” (Red Velvet), “The Chase” was deemed relatively underwhelming.

hearts2hearts the chase mv

On February 25th, “I Do Me”‘s music video ranked 3rd on YouTube’s trending videos chart, while “The Chase” ranked 4th. Despite “I Do Me” having been released on February 16th, it continues to attract significant attention. However, in terms of views, “The Chase” led by about 1.5 million as of midnight on February 25th. This lead is likely due to Hearts2Hearts’ multinational lineup, including Indonesian member Carmen and Canadian dual citizen Stella, which helped attract a substantial overseas audience.

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kiiikiii i do me

With both groups only just beginning their activities, some caution against drawing conclusions too soon. By 8 AM on February 26th, neither “I Do Me” nor “The Chase” ranked in Melon’s TOP 100. An industry insider remarked, “No matter how flashy the promotional strategies, the decisive factor will ultimately be the music itself. The quality of the songs and their concepts will determine the final outcome.”

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