South Korea – SM Entertainment has partnered with Pinterest to launch an exclusive content experience featuring K-pop girl group Hearts2Hearts, coinciding with the release of the group’s second mini-album, Lemon Tang.
As part of the collaboration, SM Entertainment has launched an official Pinterest board for Lemon Tang, featuring exclusive visuals tied to Hearts2Hearts’ latest release. Curated around summer-inspired beauty, fashion, and lifestyle themes, the board includes behind-the-scenes content such as stage outfits, hair and makeup looks, room décor, travel inspiration, and other visuals connected to the album’s creative direction.
The partnership marks the beginning of a broader collaboration between Pinterest and SM Entertainment, with Hearts2Hearts serving as the first featured artist. Fans will also have access to exclusive behind-the-scenes photos from the group’s comeback while discovering the concepts, styling, and visual identity behind the eight-member group’s latest release through official Pinterest boards.
According to SM Entertainment, “Our fans are some of the most creative communities in the world. They’re constantly reimagining concepts, styling and stories from our artists in their own way. By working with Pinterest, we can give fans more ideas and inspiration to express themselves – whether they’re planning a concert fit, exploring beauty ideas or discovering new ways to connect with the music and artists they love.”
The collaboration builds on Pinterest’s role as a visual discovery platform, where artists and brands share curated content and audiences explore creative inspiration across fashion, beauty, lifestyle, and entertainment.
According to Pinterest, global interest in K-pop-related content on the platform continues to grow, with year-on-year searches for “K-pop style” increasing by 19% and “K-beauty” rising by 114%, reflecting growing demand for fashion and beauty inspiration influenced by Korean pop culture.
Pinterest said users typically visit the platform to discover and organise ideas for future purchases and projects, with K-pop fans using it to plan concert outfits, save fashion and beauty inspiration, curate décor and gift ideas, discover new brands and creators, and browse merchandise and collectibles related to their favourite artists.
“K-pop isn’t just something people listen to – it’s a visual world fans want to bring into their everyday lives,” said Ayumi Nakajima, Senior Director, Content Partnerships, Asia Pacific, Pinterest. “On Pinterest, we see K-pop fans planning outfits, beauty looks, and fan projects months in advance. Partnering with SM Entertainment and Hearts2Hearts brings that inspiration even closer to fans, connecting the concepts they love with the ideas and products that help them create the life they want.”
Fans can access the official Hearts2Hearts Pinterest profile and explore the Lemon Tang board alongside other K-pop-inspired content available on the platform.
