SM Entertainment’s 30th Anniversary: Reexamining 30 Years of K-Pop History from H.O.T. to aespa

SM Entertainment is reevaluating the development history of the K-pop industry as it marks its 30th anniversary this year. The company, founded in 1995, is regarded as synonymous with the growth of K-pop itself. The debut of the first-generation idol group H.O.T. in 1996 served as a turning point in K-pop history, marking the true beginning of the idol era. H.O.T. was the first Korean artist to release albums in China, and the term “Hallyu” was first used in articles about their 2000 solo concert in Beijing. S.E.S. (1997) and Shinhwa (1998), also from that generation, gained massive popularity among teenagers at the time and laid the foundation for modern fandom culture. The second-generation idols up to the mid-2000s further established the groundwork for Hallyu. Artists such as BoA (2000), TVXQ! (2004), SUPER JUNIOR (2005), Girls’ Generation (2007), and SHINee (2008) drove the spread of Hallyu primarily across Asia. Min Hee-jin, former CEO of ADOR who produced the group NewJeans, also built her career at SM by contributing to the planning of Girls’ Generation, SHINee, f(x), and Red Velvet. The system established by SM became the framework for the entire K-pop industry. Practices such as systematic idol training through trainee selection and dormitory living, collaboration with overseas composers via “song camps,” and the formation of localized groups—most of which are now standard in idol production—were first introduced by SM. SM’s success led to the establishment of other major domestic agencies like YG Entertainment, JYP Entertainment, and HYBE. These companies have produced various idols reflecting their unique styles, including BIGBANG·2NE1·BLACKPINK (YG), Wonder Girls·2PM·TWICE (JYP), and BTS·NewJeans (HYBE). SM also pioneered brand concepts such as “SM Town” and “SMP (SM Music Performance),” establishing itself as more than just an agency but as a cultural brand. There is also a fandom called “Pink Blood” that supports SM’s artists. Music critic Seo Jung-min-gap commented, “Just as 1990s music can be divided before and after ‘Seo Taiji and Boys,’ Korean popular music can likely be divided before and after SM. It marked the transition from an era of creators to a true era of planners.” Although SM faced a crisis in 2023 due to a management dispute between founder Lee Soo-man and company executives, its influence remains strong. Lee Soo-man, who left the company, founded a new agency overseas named “A20 Entertainment” and is currently planning new idols. The massive success of aespa’s songs “Supernova,” “Armageddon,” and “Wiplash” last year demonstrated that SM’s musical talent and strategic assets are still effective. As part of its 30th-anniversary project, the rookie group RIIZE remade TVXQ! (TVXQ!)’s iconic song “Hug” from 2004, presenting a version that respected the original song’s identity while adding a 2025 sensibility. SM held the “SM Town Live 2025” concert at Gocheok Sky Dome in Seoul on January 11–12, with top SM artists such as Kangta, BoA, and aespa, along with trainees, all participating in a performance that lasted over 5 hours.