The new girl group from SM Entertainment, Hearts2Hearts, has not officially debuted but is already a hot topic among K-Pop fans. The group is suspected of copying the concept from NewJeans, a popular girl group under HYBE.
This accusation arose after Hearts2Hearts appeared in an advertisement with the coffee brand MegaCoffee. In the advertisement, they used a digital chat concept that is considered very similar to the digital communication aesthetic of NewJeans through the Phoning app.
This sparked debate among netizens. Some believe the similarities are merely coincidental and part of a developing trend, while others feel that Hearts2Hearts is too inspired by NewJeans.
Hearts2Hearts Accused of Plagiarizing NewJeans' Concept (credit: instagram/hearts2hearts.official)
Before officially debuting, Hearts2Hearts has already secured an advertising contract with MegaCoffee, a popular cheap coffee chain in South Korea.
As part of the promotion, MegaCoffee released a teaser in the form of a digital chat that showcases the group's interaction with the brand. The chat display uses emojis and an eye-catching pixel-art aesthetic that appeals to K-Pop fans.
Hearts2Hearts Accused of Plagiarizing NewJeans Concept (credit: instagram/hearts2hearts.official)
Shortly after the advertisement was released, netizens began comparing its concept with that used by NewJeans in the Phoning app.
Many felt that the visual design of the digital chat in the advertisement bore a striking resemblance to NewJeans' concept, which had already gained popularity among fans.
Hearts2Hearts Accused of Plagiarizing NewJeans Concept (credit: instagram/hearts2hearts.official)
Previously, the boy group RIIZE, also from SM Entertainment, faced similar accusations due to their concept being deemed similar to NewJeans.
However, many argue that this kind of digital communication concept has become a trend in the K-Pop industry, not merely a result of plagiarism.
Hearts2Hearts Accused of Plagiarizing NewJeans Concept (credit: instagram/hearts2hearts.official)
Some fans defend Hearts2Hearts by asserting that the advertisement design was created by MegaCoffee, not SM Entertainment.
This has led some netizens to believe that Hearts2Hearts cannot be entirely blamed for these accusations.
Netizens have differing views on this controversy. Some believe that this is merely a trend influence, not intentional plagiarism.
One comment mentioned, "It doesn't reach the level of plagiarism, but it's clearly inspired by NewJeans. All rookies are doing similar things to them now."
Because the digital chat concept used in their advertisement bears similarities to the digital communication aesthetics of NewJeans in the Phoning app.
Why is Hearts2Hearts accused of copying NewJeans?
No, previously RIIZE also received similar accusations regarding their concept.
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