SM Entertainment (hereafter SM), marking its 30th anniversary this year, has unveiled a new slogan, "THE CULTURE, THE FUTURE."


Established on February 14, 1995, SM commemorated this milestone on January 10 by announcing the new slogan and releasing a 30th-anniversary film on its official SMTOWN YouTube channel, drawing significant attention. The slogan, "THE CULTURE, THE FUTURE," encapsulates SM's commitment to building on its rich cultural heritage, creating unique value in the global music market, and leading the future of K-POP. It reflects SM's identity as a company that has been an integral part of people's daily lives and memories for the past 30 years and aims to continue shaping lives through music and culture.


The new slogan will feature prominently across various 30th-anniversary projects, including the commemorative album 2025 SMTOWN: THE CULTURE, THE FUTURE and the concert series SMTOWN LIVE 2025. It will also be integrated into the company’s branding, such as its corporate identity (CI), adding significance as a core element representing SM's spirit.


The anniversary film THE FUTURE portrays the stories of individuals standing at new starting points in their lives. From a new employee beginning their day with determination to a pregnant woman awaiting the birth of her child, a designer preparing costumes, a student dreaming of becoming a musician, an athlete striving for excellence, and a passionate SM trainee sweating it out in practice—each episode highlights moments of excitement and growth accompanied by SM's music. Following the earlier-released THE CULTURE video, THE FUTURE has also garnered a warm response from music fans for its relatable and inspiring narrative.


On January 10, SMTOWN’s official social media channels shared the "Our Dream" image, featuring SM’s signature light-blue cloud backdrop often seen in choreography practice videos. The image included 65 artists who participated in the 30th-anniversary shoot, such as Kangta, BoA, TVXQ, Super Junior, Girls' Generation, SHINee, EXO, Red Velvet, NCT 127, NCT DREAM, WayV, aespa, RIIZE, NCT WISH, Lucas, and Naevis. Together, they embodied SM's unmatched intellectual property (IP) power and the essence of its new slogan.
As part of the 30th-anniversary project, SM also launched a dedicated website (30th.smtown.com), which features individual portraits of 65 artists. Fans can also use a webcam feature to take photos with the artists, receiving positive feedback. The website will continue to expand with additional content, promising high engagement from SM’s global fanbase, affectionately referred to as "Pink Bloods."


Meanwhile, SM will host SMTOWN LIVE 2025 [THE CULTURE, THE FUTURE] in SEOUL at the Gocheok Sky Dome in Seoul on January 11–12 as part of its anniversary celebrations.


Written by Mun Wan Sik
Translated by Lee So Yun