{"id":2470051,"date":"2026-06-22T04:04:43","date_gmt":"2026-06-22T04:04:43","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2470051"},"modified":"2026-06-22T04:04:43","modified_gmt":"2026-06-22T04:04:43","slug":"pinterest-and-sm-entertainment-partner-on-k-pop-content-with-hearts2hearts","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/pinterest-and-sm-entertainment-partner-on-k-pop-content-with-hearts2hearts\/","title":{"rendered":"Pinterest and SM Entertainment Partner on K-Pop Content With Hearts2Hearts"},"content":{"rendered":"

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Pinterest has announced a partnership with SM Entertainment, kicking off with a series of official Pinterest boards<\/a><\/strong> from K-pop girl group Hearts2Hearts to mark the group\u2019s comeback and the release of their second mini album, Lemon Tang<\/em>.<\/p>\n

The partnership will enable fans to discover the looks, concepts, and lifestyles inspired by the eight-member group, with exclusive behind-the-scenes photos from the Lemon Tang<\/em> album available on the boards. Fans can also explore stage outfits, hair and makeup, room decor, travel, and fandom projects.<\/p>\n

\u201cK-pop isn\u2019t just something people listen to \u2013 it\u2019s a visual world fans want to bring into their everyday lives,\u201d said Ayumi Nakajima, Senior Director, Content Partnerships, Asia Pacific, Pinterest.<\/p>\n

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\u201cOn 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.\u201d<\/p>\n

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Image via The Hoffman Agency<\/figcaption><\/figure>\n

According to Pinterest\u2019s internal data, K-pop searches and saves on the platform continue to grow globally year-on-year, with searches for \u2018K-pop style\u2019 up 19% and \u2018K-beauty\u2019 up 114% from June 2025 to June 2026 compared to the prior year period.<\/p>\n

As part of the partnership, SM Entertainment launched an official Pinterest board for Lemon Tang<\/em>, curated around summer themes in beauty, fashion, and lifestyle. The board features exclusive visuals available only on Pinterest.<\/p>\n

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According to SM Entertainment, \u201cOur fans are some of the most creative communities in the world. They\u2019re constantly reimagining concepts, styling and stories from our artists in their own way.<\/p>\n