SM Entertainment (hereinafter SM) has unveiled a new slogan to commemorate its 30th anniversary.
Founded on February 14, 1995, SM is celebrating its 30th anniversary this year. Today (the 10th), it announced the new slogan ‘THE CULTURE, THE FUTURE’ and opened a 30th-anniversary commemorative film on the SMTOWN YouTube channel, drawing attention.
SM's new slogan ‘THE CULTURE, THE FUTURE’ embodies the ambition to create unique value in the global music market based on the cultural heritage that SM has built over the years, and to lead the future of K-POP. It reflects SM's identity as it aims to be part of many people's daily lives and memories through music and culture beyond the past 30 years.
In particular, this slogan will be utilized in various areas of the 30th-anniversary project, including the upcoming commemorative album ‘2025 SMTOWN: THE CULTURE, THE FUTURE’ and the performance title ‘SMTOWN LIVE 2025’, adding significance as a core element that embodies SM's spirit.
Additionally, the 30th-anniversary commemorative film ‘THE FUTURE’ depicts the excitement of individuals at new starting points in life, such as a new employee starting the day energetically, a designer preparing outfits, a pregnant woman waiting for her child, a student dreaming of becoming a musician, a job seeker preparing a resume and getting hired, an athlete focused on breaking records, and a trainee sweating passionately. This film, following the previously released ‘THE CULTURE’, has also received a warm response from music fans with its relatable story.
Furthermore, the image titled ‘Our Dream’ posted on SMTOWN's official SNS channels features a light blue cloud, which has become one of SM's symbols, as a backdrop for a group of 65 artists who participated in the 30th-anniversary photo shoot, including Kangta, BoA, TVXQ, Super Junior, Girls' Generation, SHINee, EXO, Red Velvet, NCT 127, NCT DREAM, WayV, aespa, RIIZE, NCT WISH, Lucas, and NAYEON, showcasing SM's unique IP power.
Additionally, as part of the 30th-anniversary project, SM has opened a website (30th.smtown.com). The main page released today features individual portrait images of the 65 artists, and users can take photos with the artists through a webcam function, receiving positive feedback. More pages for enjoying SM's content are expected to be added in the future, anticipating high participation from fans worldwide, referred to as ‘Pink Blood’.
Meanwhile, to celebrate its 30th anniversary, SM will hold ‘SMTOWN LIVE 2025 [THE CULTURE, THE FUTURE] in SEOUL’ at the Gocheok Sky Dome in Seoul on the 11th and 12th.
[Geum Bit-na, MK Sports Reporter]
