SM launches 1st official K-pop merch store in China amid thaw signals

Visitors look around inside SMTOWN STORE Shanghai after its opening Wednesday. The store is the first official K-pop merchandise shop in China. Courtesy of SM Entertainment

SM Entertainment opened its first official merchandise store in China, marking a notable step in the K-pop powerhouse's push into a market where cultural ties with Seoul have long been strained.

The company launched the SMTOWN STORE Shanghai, Wednesday, at Xinliubai YOUNG in Shanghai’s Xujiahui District, as part of a broader effort to expand its global retail footprint.

Spanning about 335 square meters, the store offers official merchandise from SM artists — aespa, the NCT subunits, RIIZE, Girls' Generation, Red Velvet and more — alongside a light stick display zone, album photo walls and large multimedia screens, positioning the space as more than a conventional retail outlet.

Located near the city's Xujiahui Station, which serves subway lines 1, 9 and 11, the site benefits from steady foot traffic and proximity to major universities such as Shanghai Jiao Tong University and Fudan University, drawing a young, trend-driven consumer base.

According to an SM press release, interest was strong ahead of the opening, fueled by social media buzz. A themed pop-up tied to the label's boy band EXO, along with China-exclusive merchandise, drew positive responses during a trial run.

SM Entertainment officials pose for a photo at the opening of SMTOWN STORE Shanghai, Wednesday. From left are Han Ji-seok, deputy representative of SM China; Jang Cheol-hyuk, co-CEO of SM Entertainment; Noh Jae-heon, Korean ambassador to China; Zhou Mi, director at SM China and member of Super Junior-M; Tak Young-jun, co-CEO of SM Entertainment; and Kim Dong-hyun, representative of SM China. Courtesy of SM Entertainment

At the opening ceremony, SM's co-CEO Jang Cheol-hyuk said the company plans to introduce a wider range of pop-ups and content alongside its core merchandise lineup.

“Through SMTOWN STORE Shanghai, we will expand our touchpoints with Chinese fans and further strengthen the brand experience in the local market,” he said.

The event was attended by co-CEOs Jang and Tak Young-jun, as well as Zhou Mi, a director at SM’s China subsidiary and member of Super Junior-M. Korean Ambassador to China Noh Jae-heon and Deputy Consul General in Shanghai Choi Jae-ha were also present.