SM Entertainment (hereinafter referred to as SM), which celebrates its 30th anniversary this year, is a hot topic for presenting various collaborations with Tencent Music Entertainment (hereinafter referred to as Tencent Music), the largest music platform company in China.

In celebration of the release of the 2025 SMTOWN album released on the 14th and its 30th anniversary, SM is holding various promotions and events both online and offline in collaboration with Tencent Music to give local fans special moments.

The electronic billboard advertisements covering major landmarks around the world are a representative example. From the 15th to the 21st, the electronic billboards of major landmarks such as Beijing SOLANA, Shenzhen COASTAL CITY, and New York Times Square in the U.S., as well as shopping malls in 12 regions across China, were filled with images of SM‘s new 30th anniversary slogan, ‘The Culture, The Future’, drawing attention.

In addition, large shopping malls in Beijing, Shanghai, Guangzhou, and Chongqing are hosting pop-up spaces with various fun things to do, such as photo zones and guestbook zones, as well as dance challenge events where fans can directly participate to SM’s representative hit songs, drawing an enthusiastic response from China‘s ‘Pink Blood’.

In addition, QQ Music, a subsidiary of Tencent Music, is successfully hosting a rhythm game event following the SM music quiz event, receiving a hot response as it allows fans to reminisce while having fun guessing SM’s all-time hit songs.

Meanwhile, SM plans to continue the ‘SMTOWN LIVE 2025 Tour’ in celebration of its 30th anniversary, starting in Mexico City and LA in May, then London in June, and Tokyo in August.


Reporter Yoo Ji-hye yjh0304@donga.com

This article is automatically translated using Google AI. If you notice any inaccuracies, please let us know at allkstar@donga.com.