SM Entertainment faces backlash over Hearts2Hearts advertisement; netizens call it 'disgusting' and 'inappropriate'

SM Entertainment received backlash

SM Entertainment is once again facing online backlash after a recent advertisement featuring its rookie girl group Hearts2Hearts sparked widespread criticism. The brand collaboration, created for cosmetics label barenbliss, has been labelled “disgusting” and “deeply uncomfortable” by netizens, with many questioning how the concept was approved, especially given that some members of the group are reportedly minors.

The controversy erupted shortly after the advertisement was released online. While intended to be quirky and visually striking, viewers quickly pointed out that the central prop used in the ad resembled female genitalia. This interpretation spread rapidly across social media platforms, with fans and critics alike expressing shock and discomfort over the imagery.

https://www.reddit.com/r/kpop_uncensored/comments/1pk2vo5/what_do_you_think_about_the_hearts2hearts/

One viral comment on Reddit summed up the sentiment bluntly, “It gives me: POV: You're going to that funny gynecologist and he can't stop making faces to your vagina. But seriously, who tf thought of this? It’s not that it’s sexual, it’s just so random. SM really lost it.” Another user added, “And some kids there are minors?? Disgusting.”

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As the discussion gained traction, more posts criticised SM Entertainment for what they described as a recurring issue with questionable creative decisions involving young idols. A widely shared post stated, “K-pop companies once again not beating the ‘K-pop inappropriately sexualizes minors’ allegations. This ad makes me feel so viscerally uncomfortable.”

https://www.reddit.com/r/kpopthoughts/comments/1pkbvxy/am_i_tripping_or_is_the_barenbliss_ad_with/

Others expressed disbelief that the advertisement made it through multiple layers of production without concerns being raised. “The caption doesn’t help… I don’t know how this went through so many people—directors, prop creators, editors, social media managers—and no one said, ‘Isn’t it pretty inappropriate to have minors interact with a prop that looks like a vagina?’” one user wrote.