SM Celebrates 30 Years Since Founding, Unfolding K-Pop History on Stage with 98 Artists Performing 59 Songs Over 5 Hours

SM Entertainment held a massive commemorative concert titled “SM Town Live 2025” at Gocheok Sky Dome in Seoul from the 11th to the 12th to mark its 30th anniversary. Under the slogan “The Culture, The Future,” 98 artists delivered 59 performances spanning 5 hours, showcasing the pinnacle of K-Pop history. Founded on February 14, 1995, with a capital of 50 million won, SM boasts the longest history among Korean K-Pop agencies. By launching H.O.T. in 1996, SM solidified the concept of “idol” in Korean popular music and has since produced icons across generations such as Shinhwa, TVXQ!, SUPER JUNIOR, SHINee, EXO, NCT, aespa, and RIIZE. The artists who participated in this concert clearly demonstrated the characteristics of each generation. While H.O.T. emphasized a mysterious image to project an aura of “idol,” Shinhwa, which debuted in 1998, was the originator of the “baggie idol” concept by focusing on approachability. TVXQ! positioned itself as an a cappella dance group with assigned vocal ranges for each member, whereas SUPER JUNIOR became well-known for its friendliness through variety show activities. SHINee, debuting in 2008, presented itself as a contemporary band with a strong emphasis on the “boy” image, while EXO united its fans through a unique worldview based on supernatural elements. NCT, which debuted in 2016, adopted an innovative system with no limit on the number of members, guided by the motto of infinite openness and expansion. Various sub-units such as NCT 127 based in Korea, WayV based in China, NCT WISH based in Japan, and the youth team NCT DREAM were formed, and their musical style known as “Neo-Ham” became a distinct characteristic of NCT. DEBUTED in September 2023, RIIZE serves as SM’s youngest line and represents modern K-Pop. This concert highlighted harmony between older and younger generations. Collaborative performances took place including Hyoyeon of Girls' Generation alongside Yangyang of NCT and Giselle of aespa, Key of SHINee with Jeno of NCT, Slギ of Red Velvet with Sungchan of RIIZE, and Minho of SHINee with Ningning of aespa. The group performance “Show Me Your Love” featuring SHINee, SUPER JUNIOR, EXO, NCT, and RIIZE pushed the audience into a sea of excitement. What added special significance was the participation of first- and second-generation members who are no longer with the company. Tony An and Kangta of H.O.T. performed “Candy” and “Happy” with NCT DREAM, Bada of S.E.S. sang “Dreams Come True” with Karina and Winter of aespa, and Hwanhee of Fly to the Sky performed “Seed of Love” with Sohee of RIIZE. Bada introduced herself as “Bada of S.E.S., Korea’s first female idol vocalist” and read a long letter she had prepared. She asked, “In what era did you listen to our music?” and expressed her hope that “our songs would continue to flow through the vast ocean of life.” SM also presented new challenges at this concert. Through a partnership with Kakao Entertainment, it introduced the British five-member boy group “Dear Alice,” and it showcased a stage by the AI-powered virtual artist “Nayvis,” thereby presenting a vision for the future of the K-Pop industry. Additionally, SM is expanding its musical scope by offering jazz, classical, and DJ music through its SM Classics label. This concert, which attracted 40,000 audience members over two days, proved that K-Pop has evolved beyond being merely a music genre to become a global cultural content. Idol culture, which originated in the 1990s as a subculture among female fans, has now become a core content driving Korea’s export industry. Currently, K-Pop album sales reach 100 million units per year, with export revenues amounting to $271.11 million (approximately 40 billion won). The “musical diversity” pursued by SM does not simply mean including songs from various genres. It refers to the balance between idol status and approachability, the combination of worldviews and popularity, and the integration of tradition and innovation—these efforts all reflect the path SM has followed as a leader in the K-Pop industry over 30 years. From H.O.T. to RIIZE, SM’s 30-year legacy of maintaining its position at the top through new concepts and musical styles despite changing music markets is expected to serve as a stepping stone for the future of K-Pop.