Will HAERTSTOHERTZ Conquer the 'SM Invincible Formula' with 'Sophomore Syndrome'?

The established 'invincible formula' of SM Entertainment, often dubbed the 'Sophomore Syndrome,' is now being tested with rising rookie girl group HAERTSTOHERTZ. This trend, where a group's second or third post-debut title track achieves mega-hit status and propels them to stardom, has been a recurring success story for SM's legendary artists.

Groups like Girls' Generation with 'Gee,' f(x) with 'Nu ABO,' and aespa with 'Next Level' exemplify this pattern. Boy groups RIIZE with 'Get A Guitar' and NCT WISH with 'WISH' have also validated the effectiveness of SM's 'build-up' strategy.

Now, HAERTSTOHERTZ aims to follow suit. After making their debut with a dreamy concept and expanding their recognition with 'Style,' the group is poised to solidify their position as a performance-focused girl group with their latest title track, 'Focus.' The song from their third mini-album blends house rhythms with minimalist synth loops, showcasing the members' chic charms.

During a recent showcase, Jiwoo expressed, "This album is about clearly defining HAERTSTOHERTZ's color." She added, "As the title suggests, we will confidently showcase our unique style and capture attention. You'll feel a cool and chic vibe, different from our dreamy and mysterious debut song."

Stella also shared her confidence, stating, "When I first heard it, it felt like being under a spell. We put a lot of thought and research into showing a new side of ourselves, and we're ready to present ourselves with overflowing confidence."

HAERTSTOHERTZ's key weapon is undoubtedly their 'overwhelming performance.' Their synchronized, 'knife-like' choreography, executed with precise movements, creates a picturesque stage presence. Ian revealed the secret behind their teamwork, quoting Director Kangta: "When performing, unity is crucial. Don't worry about anything else; just keep your promises to each other." He added, "During group practice, we actively listen to each other's feedback."

Having made their comeback in October, HAERTSTOHERTZ is targeting the 'Sophomore Syndrome' phenomenon. Eina declared ambitious goals: "Just as we achieved our first music show win with our debut song 'The Chase,' we want to win with 'Focus' too. We also aim to top the music charts."

All eyes in the K-pop market are now on HAERTSTOHERTZ to see if they can successfully replicate the 'SM Invincible' success formula and create their own 'Sophomore Syndrome.'

Korean netizens are expressing high anticipation for the 'Sophomore Syndrome' effect. Comments like 'So excited for HAERTSTOHERTZ's 'Focus'!', 'SM rookies never disappoint,' and 'HAERTSTOHERTZ, the kings of synchronization, let's get that win with this comeback!' show strong support for the group's upcoming activities.