SM’s Hearts2Hearts, JYP’s KickFlip... Intensifying Rivalry Among Major Agencies for New Group Debutations in 2025

As new girl groups begin to make a significant impact on the K-pop market in 2025, a fierce competition among major agencies over new group debutations is underway. On the 12th, SM Entertainment announced during the “SM Town Live 2025” held at Gocheok Sky Dome in Seoul that its new female idol group, Hearts2Hearts, will make its debut on the 24th of next month. Composed of eight members, Hearts2Hearts is the first female group SM has launched in five years since aespa. SM stated, “Since Hearts2Hearts is debuting on SM’s 30th anniversary, it will deliver a distinct identity across music, performance, and visuals, built upon the company’s long-standing expertise in planning.” The group name, Hearts2Hearts, signifies the intention to connect with global fans through mysterious and beautiful music, creating a larger “us.” Meanwhile, JYP Entertainment is set to launch its new boy group, KickFlip. Consisting of seven members—Gyehun, Amaru, Donghwa, Juwang, Minje, KJ, and Donghyun—the group name reflects a desire to move forward without being constrained by traditional frameworks, just as spinning a skateboard forward. KickFlip began its official activities on the 20th with a global debut showcase, releasing its first mini-album, “Flip It, Kick It.” Other major agencies are also gradually revealing their plans for new group debuts. Yang Hyun-suk, CEO of YG Entertainment, mentioned a new group codenamed “Next Monster” in a video titled “2025 YG Plan,” expressing his intention to introduce it to fans. HYBE’s CEO, Lee Jae-sang, announced in a New Year’s speech that the debut of locally adapted Latin artists through audition programs is scheduled for the second half of the year. There is high expectation that the activities of these new K-pop idols debuting this year will inject vitality into the K-pop market.