Hearts2Hearts is amplifying expectations for its future activities by showing a commanding presence with the new single "RUDE!"
Hearts2Hearts set the record for the most rookie awards among artists who debuted in 2025 by winning nine rookie awards last year, and after successfully holding their first fan meeting in February, which sold out including restricted-view seats, they began this year's first comeback activities with the new song "RUDE!," capturing both mainstream appeal and fandom growth amid intense interest and leading a "Haatuha boom."
#Music charts land at the top + No. 1 on various global charts! career-high relay
Hearts2Hearts has steadily built a listener base with a variety of musical colors from their debut song "The Chase" to "STYLE" and "FOCUS," and following last year's well-received cool and chic house track "FOCUS," they returned once again with a house song; through "RUDE!," which contains a bold, lively charm and an addictive, sophisticated melody, they continue the lineage of SM house classics.
In particular, "RUDE!" peaked at No. 3 on Melon TOP100 and No. 1 on HOT100, reached No. 3 on daily charts and secured top positions across music charts, including a No. 1 on music shows, No. 1 on domestic YouTube trending music, No. 1 on Spotify Korea daily top songs chart, No. 1 on Apple Music Korea TOP100, and No. 1 on China's largest music platform QQ Music new song chart, trend index chart, and K-pop weekly chart. The music video has also exceeded 57 million views, marking the highest view count among Hearts2Hearts' music videos, continuing a career-high relay.
#Still the leader of sharp, precise performances! "RUDE!" choreography shines with wit and detail
From their debut song "The Chase," Hearts2Hearts rose as a representative of "sharp, precise performances" by showcasing flawless "sharp choreography," spectacular changes in formation highlighting the advantages of a large group, various unit and pair choreographies, and confident horizontal line walking. With "RUDE!," they maintain their strength in "sharp choreography" while delivering a more freewheeling performance suited to the song's mood, offering witty highlights such as the proudly boastful "quite a shameless attitude," the "dance that claps however you like," and a "follow-along" part where members imitate different moves each time, increasing the fun of watching the stage and receiving positive responses.
Hearts2Hearts' performance team said that when composing choreography they consider first whether the concept fits the music and lyrics, and because Hearts2Hearts is a large group with an even-numbered lineup, they especially focus on how to showcase that as an advantage. They explained that they pay attention to creating dynamic stages through various formation changes, such as boldly using 4:4 symmetrical formations or X-shaped crossing lines, while also emphasizing each member's part and charm.
They added that the reason the completeness of their "sharp performances" can be further elevated is the "members' efforts," saying "Even after practice with the choreographer ends, members voluntarily continue practicing. Beyond the time spent learning choreography, they invest several times more hours to match the details of movements, and they coordinate even small parts through video monitoring. Because members actively accept the opinions of choreographers and staff and take the initiative to check parts that were not separately mentioned, the 'Haatuha-style sharp performances' that many people love can be completed."
#Dominating both short-form and long-form buzz! content that properly captures the "flavor of a large group"
Hearts2Hearts has continuously attracted attention by releasing witty and trendy short-form content, and "RUDE!" reached No. 1 on Instagram trending audio. Challenge videos for the new song have accumulated about 660 million views on TikTok and about 89 million views on Douyin, and a fan edit video using Stella's English narration has created a craze among K-pop fans, showing explosive buzz.
Hearts2Hearts' short-form content team said, "When shooting short-form content, we consider most important whether members' characters and charms can stand out. Members are very interested in short-form content and often suggest related ideas. Because members enjoy the process of shooting content itself, many fun and good pieces of content come out," identifying the factors behind their popularity.
In particular, Hearts2Hearts' in-house content not only receives strong responses as soon as it is released but is also praised for playing a major role in fandom inflow and expansion by properly capturing the "flavor of a large group" with the members' distinct personalities and cheerful eight-member chemistry. Recently released content filmed in a jjimjilbang, "Haatz Bulgama," garnered about 1.3 million views, and a two-part parody of the Netflix original variety show "Culinary Class Wars," titled "Black-and-white patissier," recorded about 1.6 million views, drawing attention with high view counts.
Hearts2Hearts' in-house content team said, "We select content items that members can enjoy and that the public beyond fans would want to see. Because members are naturally cheerful and funny, we think about what content planning can naturally bring out their offstage charms. We also consider editing and subtitles that bring out members' personalities and that viewers can relate to. When creating subtitles, our team gathers to hold fun subtitle contests and come up with a variety of ideas."
They cited "the close friendship of eight members" and "the teamwork of members and staff" as reasons Hearts2Hearts' in-house content draws good responses, saying, "While preparing and editing content, many say they are envious of the members' friendship. People want to be in a place with all eight members, and sometimes it feels like they are already together, and viewers seem to feel the same. Because the members are 'laughter hunters' who feel hurt when they don't make others laugh, many people find those moments approachable and charming. Our team members also have great affection and understanding for the members, and the members quickly grasp our intentions, which shows well in the content. We want to continue creating content that showcases Hearts2Hearts' charms to the fullest."
Meanwhile, Hearts2Hearts will perform "RUDE!" on Mnet's "M Countdown" on the 12th, KBS2's MUSIC BANK on the 13th, and MBC's "Show! Music Core" on the 14th. The North American showcases to be held in New York on the 19th (local time) and in Los Angeles on the 22nd sold out, demonstrating strong local interest in Hearts2Hearts, and on the 28th they will meet global fans through a fan meeting in Jakarta.
[Photo] SM Entertainment
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