Why Everyone Is Falling for HATSUHATSU’s ‘Style’: The Freshest Wave in K-pop’s Summer Scene

The Rise of HATSUHATSU: SM’s Latest Girl Group Sensation

Did you know that HATSUHATSU is making waves as the hottest new girl group in Korea? Debuting on February 24, 2025, under SM Entertainment, they are the first girl group from the label since aespa, marking a new era for SM’s legendary girl group lineage. Their debut single ‘The Chase’ not only landed them on the charts but also set expectations sky-high for their next move. Now, with their comeback song ‘Style’, HATSUHATSU is proving they’re not just another rookie group—they’re a phenomenon in the making, blending youthful energy with a confident musical identity that’s uniquely theirs.
Industry insiders and fans alike are closely watching their journey, with many praising their potential to carry forward the torch passed down from S.E.S., Girls’ Generation, f(x), Red Velvet, and aespa. The buzz is real: HATSUHATSU’s ‘Style’ isn’t just a song, it’s a statement.

‘Style’: A Song That Paints Summer with Nostalgia and Freshness

What makes ‘Style’ so addictive? The track, released on June 18, 2025, is an uptempo dance number built around groovy bass and a lively rhythm that instantly lifts your mood. The members’ playful vocals bounce off each beat, creating a sound that’s both refreshing and irresistibly fun. The lyrics, penned by hitmaker Kenzie, capture the curiosity and fluttering emotions of youth—asking questions like ‘What do you do after school? Who are you close with? What color do you like?’ It’s a direct appeal to Gen Z listeners, but there’s a twist: the song’s retro vibes and catchy hooks also pull in older fans who remember the golden era of early 2000s K-pop.
According to recent articles and blog reviews, this magical blend of nostalgia and modernity is what sets HATSUHATSU apart. The song’s shuffle dance rhythm is so infectious that even self-proclaimed non-dancers find themselves moving along.

Music Video: School Days, Lucky Charms, and a Splash of Analog Magic

If the song is candy for your ears, the music video is a visual feast. Set in a school, the members transform into whimsical fairies spreading luck and love among students, sporting eight distinct school uniform styles that make them even more relatable. The MV is packed with throwback elements—diaries, sticker photos, and four-leaf clovers—that evoke the analog charm of the late 90s and early 2000s, now updated for 2025. Fans on Naver and Tistory blogs are raving about how these details make the group feel both fresh and comfortingly familiar, bridging generations of K-pop fans.
The lucky four-leaf clover, used as a motif throughout the video, has become a symbol for the group’s positive, hopeful energy.

Community Reactions: Fans and Netizens Weigh In

Curious about how Korean fans are reacting? Community forums like TheQoo, Instiz, DC Inside, and FM Korea are buzzing with excitement. Positive comments highlight the group’s bright energy and the song’s catchy melody. One fan wrote, ‘HATSUHATSU’s ‘Style’ is the perfect summer anthem—so refreshing!’ Another said, ‘The school concept brings back so many memories, but it feels new at the same time.’
However, some netizens express skepticism about whether HATSUHATSU can maintain their momentum in the competitive K-pop scene. A few comments on Pann and Nate mention the pressure to live up to SM’s legacy, but most agree that HATSUHATSU’s distinct style and charm set them apart from other rookie groups.

Cultural Insight: The Legacy and Evolution of SM Girl Groups

For international fans, understanding HATSUHATSU’s place in K-pop means knowing a bit about SM Entertainment’s history. SM has a reputation for producing iconic girl groups that define each era of K-pop—from S.E.S. in the late 90s, to Girls’ Generation’s global breakthrough, f(x)’s experimental edge, Red Velvet’s dual concepts, and aespa’s futuristic vibes. HATSUHATSU inherits this legacy but also breaks the mold with their own approach, focusing on relatable themes, analog nostalgia, and a playful yet confident image.
Bloggers on Tistory and Naver note that HATSUHATSU’s ‘Style’ feels like a love letter to both new and old fans, blending the best of K-pop tradition with a modern twist.

Behind the Music: The Creative Team and Sound

Did you know some of the biggest names in K-pop songwriting worked on ‘Style’? Adrian McKinnon, Mike Daley, Mitchell Owens, and Sara Forsberg—all renowned for hits with SHINee, Taeyeon, Red Velvet, and NCT U—joined forces for this track. Their expertise shines through in the song’s polished production and addictive hooks. The result is a track that feels both timeless and totally now, appealing to a wide audience.
Industry articles highlight how this international team brought a global sensibility to HATSUHATSU’s sound, helping the group stand out in a crowded market.

Fan Fandom: How HATSUHATSU Connects with Their Audience

HATSUHATSU’s fandom is growing rapidly, with fans drawn to the group’s authenticity and positive message. On social media, hashtags related to ‘Style’ and HATSUHATSU trend regularly, and fans share everything from dance covers to school-themed fan art. The group’s message—encouraging everyone to embrace their own style and connect heart-to-heart—resonates deeply, especially among young listeners navigating their own identities.
Blog reviews emphasize how the group’s approachable image and interactive content (like diary exchanges and Q&A sessions) make fans feel seen and valued.

What’s Next for HATSUHATSU?

With ‘Style’ still climbing the charts and their music video racking up millions of views, everyone’s wondering: what’s next for HATSUHATSU? Will they continue to explore nostalgic themes, or surprise us with something entirely new? One thing’s for sure—their journey is just beginning, and the K-pop world will be watching every step.
As one industry expert put it, ‘HATSUHATSU is the rookie group to watch in 2025—not just because of their talent, but because they understand how to make music that connects across generations.’