Hearts2Hearts released “RUDE!” through SMTOWN on 20 February 2026. The group are SM Entertainment’s newest girl group, and this is their latest single.

The copyright line names a company that isn’t Korean

Read the small print under the video and you find SM Entertainment “under exclusive license to UNIVERSAL MUSIC LLC”. That phrase marks a distribution deal: SM still makes the record and owns the group, but Universal handles getting it onto shops and streaming services outside Korea, and takes a cut for doing so. Korean agencies used to treat overseas release as an afterthought, licensed territory by territory. Tying up with one global major means a song appears everywhere on the same day. The line is contractual boilerplate, but it tells you where a company intends to sell.

About this release

“RUDE!” is a single, published on the SMTOWN channel — the shared account SM uses for all its artists rather than giving each group its own upload home. The official description points viewers to the separate Hearts2Hearts channel for group-run content. The copyright line credits SM Entertainment for 2026, licensed to Universal Music LLC.

Watching from outside Korea

Hearts2Hearts is written 하츠투하츠 in Korean. Watch the featured video on this page and continue exploring OSEYO KOREA’s K-POP section; regional playback depends on the provider’s settings.

→ Every Hearts2Hearts 하츠투하츠 video on Oseyo Korea

More from Oseyo Korea — K-POP · Korean Food · Travel in Korea