SM Entertainment Announces 30th Anniversary Project

SM Entertainment (SM) is launching a project to celebrate its 30th anniversary.

Founded on February 14, 1995, SM will celebrate its 30th anniversary next year with a variety of meaningful online and offline projects, including SMTOWN LIVE concerts featuring all of its artists, SMTOWN albums featuring SM's special music, live orchestral performances combining K-Pop and classical music, and a brand film commemorating the 30th anniversary.

The project kicked off with the release of "THE CULTURE," a brand film about SM's 30-year journey and cultural heritage, on the SMTOWN channel on YouTube, which has been highly anticipated by music fans.

The brand film, "THE CULTURE," is composed of various episodes that show how SM has been a part of many people's daily lives for the past 30 years, and evokes nostalgic memories of the excitement of practicing their favorite singer's dance moves before going on stage at a festival, growing up dreaming of imitating artists on TV, enjoying music while dancing with their friends at school, being satisfied with their hairstyles like wannabe stars, and having fun with their families doing trendy dances.

In addition, S.E.S. member Bada and her daughter Lua make an appearance, demonstrating the power of music to last across generations.

The 30th anniversary CI, which was unveiled at the start of the project, is a variation of SM's logo, with the message "30 YEARS AND MORE" and the ambition to continue to grow and lead K-Pop culture for the next 30 years and beyond.

In addition, the project image released on the 23rd visualizes SM's 30 years of resonating and rippling through culture with the motif of a ring, raising anticipation for the 30th anniversary content that will be released sequentially from now on.