Celebrating its 30th anniversary, SM Entertainment (hereafter SM) has become the center of attention by showcasing a variety of collaborations with Tencent Music Entertainment (hereafter Tencent Music), China's largest music platform corporation.
On the 14th, SM, in celebration of the 30th anniversary and the release of the 2025 SMTOWN album, is partnering with Tencent Music to launch diverse promotions and events encompassing both online and offline activities, providing local fans with special moments.
From the 15th to the 21st, major landmarks such as Beijing SOLANA Shopping Center, Shenzhen COASTAL CITY, and New York Times Square have been filled with images of SM's new slogan for its 30th anniversary, 'THE CULTURE, THE FUTURE,' drawing significant attention in shopping malls across a total of 12 regions in China.
Additionally, in large shopping malls in Beijing, Shanghai, Guangzhou, and Chongqing, pop-up spaces equipped with various engaging activities like photo zones and guestbook areas have been prepared, alongside dance challenge events where fans participate in real-time to the hit songs of SM, receiving enthusiastic responses from Chinese 'Pink Blood.'
Moreover, QQ Music, under Tencent Music, has been successfully conducting a rhythm game event following an SM music quiz event, which is gaining a hot response as it allows participants to recall fond memories while enjoying the fun of guessing SM's classic hits.
To commemorate its 30th anniversary, SM plans to continue the 'SMTOWN LIVE 2025 TOUR,' starting in May from Mexico City and Los Angeles, and moving to London in June and Tokyo in August.
[Photo] Provided by SM Entertainment.