SM Entertainment released Hearts2Hearts, the label's newest girl group in five years since aespa. Courtesy of SM Entertainment

Two rookie K-pop girl groups, Hearts2Hearts from SM Entertainment and KiiiKiii from Starship Entertainment, entered the industry with a shared debut timeline — and an emerging rivalry.

Each follows in the footsteps of powerhouse acts aespa and IVE, two of the biggest girl groups of the current K-pop generation. With their agencies' reputations on the line, anticipation is high among enthusiasts eager to see which group will end up on top.

Hearts2Hearts, an eight-member act consisting of Jiwoo, Carmen, Yuha, Stella, Juun, A-na, Ian and Ye-on, officially debuted on Feb. 24, already generating buzz as SM Entertainment's first large-ensemble girl group in 18 years since Girls' Generation.

The group also stands out for its international lineup — Stella is Korean Canadian, while Carmen, an Indonesian, is a rare presence in the K-pop girl group scene.

With a debut showcase at YES24 Live Hall in Gwangjin District, Seoul, Feb. 24, the group launched its musical career with its first single album, "The Chase." Both songs in the album — the title track of the same name and the ballad "Butterflies" — were praised upon release for embodying SM's trademark musical style and aesthetic.

Starship Entertainment's latest girl group, KiiiKiii, consists of five members, all of whom are Korean. Courtesy of Starship Entertainment

That same day, KiiiKiii introduced itself to listeners with pre-release songs ahead of its official debut. The five-member group — Jiyu, Leesol, Sui, Haum and Kya — is set to officially debut on March 24 with the album "Uncut Gem," accompanied by a press event just hours before its release.

To build anticipation, the group released two pre-debut tracks: "I DO ME" and "DEBUT SONG." Of the two, "I DO ME" garnered particular attention for its "country girl" aesthetic — an uncommon concept in K-pop. Its poetic lyrics, likening butterflies to rings and ladybugs to piercings, further added to the group's rare charm.

Battle of sound, style

Both groups, composed of teenage members, emphasize self-expression and confidence, capturing the essence of teen spirit in their music.

Hearts2Hearts' debut track, "The Chase," conveys a bold ambition for the group's journey ahead, drawing lyrical inspiration from the classic British children's novel, "Alice in Wonderland." Meanwhile, KiiiKiii's "I DO ME" delivers a similarly empowering message, with its hook — "I do me, I do myself" — embodying a carefree, self-assured attitude.

K-pop girl group Hearts2Hearts performs during the fan showcase commemorating its debut at YES24 Live Hall in Gwangjin District, Seoul, Feb. 24. Courtesy of SM Entertainment

In early chart performance, KiiiKiii has taken the lead. "I DO ME" debuted at No. 70 on Melon's Top 100 chart on Feb. 25, a day after its release. In contrast, Hearts2Hearts' "The Chase" has yet to enter the rankings.

The two groups have also distinguished themselves visually with contrasting concepts and aesthetics.

Staying true to SM's polished legacy in the industry, Hearts2Hearts exudes a more dreamy, refined image. The group's pastel-colored outfits at their debut showcase, paired with a music video featuring a cohesive, sophisticated color scheme, earned praise from industry insiders as "one of the most elegant rookie concepts in recent years."

KiiiKiii, by contrast, embraces a more approachable, free-spirited image. Their concept photos depict them laughing together in rather familiar places like open fields, while their stage outfits feature vibrant, playful colors that enhance the young energy.

K-pop girl group KiiiKiii achieved higher chart rankings compared to Hearts2Hearts with its pre-debut single, "I DO ME." Courtesy of Starship Entertainment

With one group just beginning and the other on the verge of its official debut, their parallel rise is already sparking fresh competition in the K-pop landscape.

"Following aespa and IVE, the success of Hearts2Hearts and KiiiKiii is a battle tied to their agencies' brand value," culture critic Ha Jae-geun told a local media outlet.

"SM has a well-established system for launching girl groups and aespa is its most polished result so far. Starship, while less structured than SM, has built strong momentum with IVE, raising expectations for KiiiKiii."

Despite the competition, the groups themselves appear to view each other as more than just rivals, just like what Hearts2Hearts member Jiwoo said in her group's debut event.

"Rather than feeling pressure, I think we can share a positive influence on each other, each pursuing own style of music."

Clockwise from top left are Hearts2Hearts members Ye-on, A-na, Jiwoo, Carmen, Stella, Yuha, Ian and Juun. Courtesy of SM Entertainment