Cover Photo: SM Entertainment/ Instagram
Photo: SM Entertainment/ Instagram
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You know them as the company behind top K-pop groups Girls’ Generation, Exo, and more. Now, they’re heading one step closer to you, right here in Singapore
Ready to audition to be the next K-pop star?
SM Entertainment has revealed its plans to set up its Southeast Asian headquarters here in Singapore. Widely known as one of Asia’s biggest entertainment companies, the South Korean company has produced top K-pop groups such as NCT, Aespa, Super Junior, Shinee, Red Velvet, Girls’ Generation, and more.
Read more: Who are the Biggest Players in the K-Pop Industry?
The Singapore headquarters is part of SM Entertainment’s mission to expand its influence in the Southeast Asian market. The group plans to open up multiple retail businesses in Singapore, including cafes, merchandise stores, and pop-up exhibitions.
The company added that it is currently in the process of recruiting local talent for the Singapore office; this office will also oversee ventures into neighbouring countries including Indonesia, Thailand, and Vietnam whilst communicating frequently with the South Korean office.
Created by notable producer Lee Soo-man, SM Entertainment has been the main player in the K-pop industry for decades, leading the wave of K-pop internationally with first-generation idol groups like H.O.T. and S.E.S. In a recent interview, Lee revealed how the company recruits aspiring idols with the “Culture Technology” system (developed by him).
This system puts talent trainees through four stages: casting, training, marketing, and producing. This system has definitely proved successful, looking at the popular K-pop groups which have emerged from it.
Lee’s most recent brainchild is the mammoth K-pop group NCT, which consists of a whopping 23 members (and counting). The group is divided into various sub-units: NCT U, NCT 127, NCT Dream, and WayV. It has since gone on to become the best-selling act under SM Entertainment.
As part of the company’s plans for expansion in the Southeast Asian market, Lee also teased plans for upcoming NCT sub-units, namely NCT Saudi and NCT Tokyo. He also expressed an interest in creating NCT Singapore, if the opportunity arose.
The company previously dipped its toes into the Southeast Asian market, opening a branch in Jakarta, Indonesia in 2019. Having won brand local brand endorsements such as Mie Sedaap for Choi Siwon of Super Junior and Lemonilo for NCT Dream, perhaps Singaporean K-pop fans can look forward to similar endorsements with local brands in the near future.
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