Fans of K-pop culture and the Hallyu wave of music know firsthand about SM Entertainment, the largest entertainment company. It was founded in 1995 in South Korea and has become a kind of star factory for those who want to break into the Asian and world stage. However, SM did not limit itself in creativity and went beyond producing young talents. A few years ago, the SMTOWN entertainment center opened under the wing of the company in the heart of Seoul. It allowed fans of modern South Korean culture to get closer to their favorite performers.

SMTOWN occupies a separate six-story building in the huge COEX shopping and entertainment complex. In 2018, its facade was replenished with the largest screens for outdoor high-resolution LED advertising in South Korea. They used to show videos from the K-pop world created with the participation of SM Entertainment. But today, the SMTOWN facade has become a true work of modern art. Since spring 2020, it has been broadcasting the amazing art installation called Wave.

Since the opening, SMTOWN has become one of the most popular holiday destinations among South Korean and foreign youth, united by a love for SM musical creations. In front of the main entrance, visitors admire a commemorative stand with palm prints and signatures of famous artists. Behind the glass doors leading to the world of SM Entertainment, they go crazy with happiness. Here they can find a gallery of shops with K-pop paraphernalia and souvenirs for all tastes, exhibition halls where exciting events take place, cafes to have a snack and spot autographs of various SM musicians.

The pride of SMTOWN is the museum located on the 3rd and 4th floors. You can get into it for a fee, but it does not stop true fans at all. At the same time, SM Theatre on the top floor of SMTOWN was and remains the favorite place for visitors. Here you can watch holographic or live performances of SM Entertainment stars, attend a fan meeting, or just have a good time with like-minded people.