When it comes to K-Pop groups, branding is a big thing. This can include lightsticks, official colors, hand symbols, and even nicknames given to fans.
GOT7’s Jackson holding GOT7’s lightstick. ITZY’s Lia doing their hand pose. SEVENTEEN’s official color announcement. | Pledis Entertainment
Another big part of a K-Pop group’s branding is the phrases they use. For example, NCT‘s units use the tagline “to the world,” and MAMAMOO harmonize while singing their group name.
nct dream introduction pic.twitter.com/o58Q54vt6B
— ㅍ_ㅍ (@4jn23) March 31, 2022
Mamamoo can literally release their group greeting/introduction as a Single and i’d still buy and stream the sht out of it paving its way to top the charts pic.twitter.com/undoF8Qu39
— (closed) (@sunflwryong) March 23, 2020
Recently, fans of ENHYPEN have criticized HYBE for making a group’s slogan too similar to the group’s.
ENHYPEN | BE:LIFT Lab
Many have wondered when HYBE would introduce its next boy group for the last few years. Rumors that they would debut as Pledis Entertainment‘s newest group were confirmed on December 20th with the reveal of the upcoming boy group’s name and logo.
TWS will be the first boy group under Pledis since 2015, and anticipation has been high. Ahead of their debut, many of HYBE’s other groups have received a gift box containing a plush of TWS’s character.
Let’s Go!! @TWS_PLEDIS #TWS #투어스 pic.twitter.com/T7HpyfH1rL
— TOMORROW X TOGETHER (@TXT_members) December 26, 2023
화이팅 응원해요🤍@TWS_PLEDIS pic.twitter.com/EgistfdQXH
— 르세라핌 (@IM_LESSERAFIM) December 27, 2023
In addition to the receiver’s name, the gift box also has the phrase “always connected” on the front of the box. Based on its inclusion in the group’s introduction video, assuming this phrase is part of the group’s logo is not a jump.
| @IM_LESSERAFIM/X | Pledis Entertainment
Fans of ENHYPEN have found this to be too similar to the group’s introduction phrase.
During a live stream before their official debut, ENHYPEN shared their newly created introduction of “1, 2. Connect” along with a hand symbol to represent it, showing excitement to share it with fans.
Today’s VLIVE update!!
They revealed their official introduction and it’s so cool #엔하이픈 #enhypen #희승 #leeheeseung #ENHYPEN #박종성 #parkjongseong #제이크심 #simjaeyun #제이크심 #박성훈#parksunghoon #김선우 #kimsunoo #fyp #양정원 #yangjungwon #西村リキ #nishimurariki pic.twitter.com/tsfDR375in
— Enhypen Netherlands(엔하이픈 ) (@EnhypenNL) November 5, 2020
‘Always connected’ is enhypen’s patent & it wasn’t made by Hybe or BeLift, it was made by ENHYPEN
Jungwon & Jay made word ‘Connect’, Ni-Ki added ‘1, 2’ & Heeseung made hand sign. Enha were so excited to tell engene about it when they made it that they begged staff to rush Vlive pic.twitter.com/TGW7oLBNbL
— Arya : busy (@enhafforlife) December 27, 2023
The word connect can be found throughout ENHYPEN’s content, with the group’s name being rooted in the idea of “connection, discovery, and growth.”
just a reminder that if you search ENHYPEN in all SNS and streaming platforms, there’s always the CONNECT/CONNECTED cuz it has been their trademark since their debut. pic.twitter.com/tFB3R2mxtG
— leah ⨾ (@SUNOOF0X) December 27, 2023
Fans have expressed their discontent with HYBE online, calling out the company for the new group’s tagline being too similar to ENHYPEN’s self-created slogan. ENGENE have stated explicitly that TWS have no fault in this situation while calling for change.
guys this is fucking serious. imagine taking something so important: literally enhypen’s trademark, their greeting, their group name’s meaning and handing it to another group, just like that. this can’t be real hybe is a fucking joke i can’t believe this.
— ♡ (@nikishuraz) December 27, 2023
enhypen didn’t put all that hard work for YEARS to established their brand identities only to have it all handed to their labelmates. not once, not twice, not thrice, but four times this has happened. they will be left nothing of their own if that shitty company doesn’t stop.
— ً (@ksnmura) December 27, 2023
“ YOU and ENHYPEN share the same DNA, to connect, discover, and grow together”
“1,2, Connect” “Always Connect” that will always be ENHYPENs line, FIX IT! @HYBEOFFICIALtwt pic.twitter.com/2EUZCAl1tQ
— ً (@hoonikiz) December 27, 2023
IT’S ENHYPEN’s BRAND
“1,2, Connect” “Always Connect” that will always be ENHYPENs line, FIX IT! @HYBEOFFICIALtwt
— ً (@hoonikiz) December 27, 2023
