Pinterest has announced a partnership with SM Entertainment, kicking off with a series of official Pinterest boards from K-pop girl group Hearts2Hearts to mark the group’s comeback and the release of their second mini album, Lemon Tang.
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 album available on the boards. Fans can also explore stage outfits, hair and makeup, room decor, travel, and fandom projects.
“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.”
According to Pinterest’s internal data, K-pop searches and saves on the platform continue to grow globally year-on-year, with searches for ‘K-pop style’ up 19% and ‘K-beauty’ up 114% from June 2025 to June 2026 compared to the prior year period.
As part of the partnership, SM Entertainment launched an official Pinterest board for Lemon Tang, curated around summer themes in beauty, fashion, and lifestyle. The board features exclusive visuals available only on Pinterest.
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.”
Pinterest said it has 631 million monthly active users worldwide. SM Entertainment’s roster includes KANGTA, TVXQ!, SUPER JUNIOR, Girls’ Generation, SHINee, EXO, Red Velvet, NCT, aespa, RIIZE, and Hearts2Hearts.
Images via The Hoffman Agency.
