Pinterest x SM Entertainment’s Hearts2Hearts: Summer board drop with new mini album launch, Lemon Tang
June 22, 2026
Pinterest, the visual search and discovery platform announces a new partnership with leading K-pop entertainment powerhouse, SM Entertainment.
Pinterest has long been a source of inspiration and creativity for not only visionaries and artists, but also for the fans, offering them a direct view into the worlds of some of their favourite stars. The partnership with SM Entertainment will enable fans of K-pop to get closer to their favourite artists. It kicks off with a series of official Pinterest boards from leading girl group, Hearts2Hearts, as they celebrate their comeback. This includes exclusive behind-the-scenes photos of their mini album, Lemon Tang. Global fans, coming to Pinterest, will be able to discover the looks, concepts and lifestyles inspired by the popular eight-member K-pop girl group.
“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.”
Turning K-pop inspiration into real-life action
Globally, K-pop searches and saves on Pinterest continue to grow as fans look for ideas they can adapt into their own lives – from “from ‘K-pop style’ (+19%), ‘K-beauty’ (+114%) and more, growing year-on-year.
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.”
As part of the partnership, SM Entertainment launched an official Pinterest board, Lemon Tang, for the release of Hearts2Hearts’ second mini album marketing, curated around summer themes on beauty, fashion and lifestyle. The board features exclusive visuals available only on Pinterest, giving fans a first look at the aesthetic world behind the album. Fans will also be able to explore behind-the-scenes aesthetics – from stage outfits and hair and makeup, to room decor, travel and fandom projects – and turn inspiration into action on and off the platform.
A more positive, intentional space for fandom
People come to Pinterest with intent – to plan the next thing they want to do, try or buy. Pinterest’s focus on a more positive, inspirational experience also gives fans a space to explore identity and creativity in their own personal way. That makes it a natural home for K-pop fandoms who use the platform to:
Plan ahead for concerts, tours and fan meets
Save and organise ideas into boards for fashion, beauty, decor and gifts
Discover new brands and creators that fit their personal style
Buy merchandise and collectibles
Fans can follow along on Hearts2Hearts official Pinterest Profile and search for ‘K-pop style’ (+19%), ‘K-beauty’ (+114%) and more to start planning their next K-pop-inspired moment.