SM Entertainment Kwangya@Seoul

Red Velvet EXO Girls' Generation NCT aespa RIIZE

Artist Connections

SM Entertainment's immersive cultural space and merchandise store, deeply connected to its K-pop artists and metaverse concept.

Kwangya@Seoul is SM Entertainment's innovative and immersive cultural complex, strategically located in Seongdong-gu, near Seoul Forest. It serves as a physical manifestation of SM's 'SMCU (SM Culture Universe)' metaverse concept, offering fans a unique opportunity to step into the world of their favorite idols. This multi-story space features exclusive merchandise stores, interactive exhibitions, cafes, and pop-up events related to SM artists such as aespa, NCT, EXO, and Red Velvet. Fans can purchase limited-edition goods, experience virtual reality content, and engage with the artists' lore in a deeply immersive way. Kwangya@Seoul is not just a retail space; it's a dynamic fan hub that constantly updates its offerings to align with new album releases, comebacks, and artist milestones, making it a must-visit destination for any SM stan looking for a tangible connection to their idols and the burgeoning K-pop metaverse.

"Kwangya@Seoul is SM Entertainment's innovative and immersive cultural complex, strategically located in Seongdong-gu, near Seoul Forest"

EXO

• Activity: Brand Activation/Special Exhibitions
  EXO, as a flagship SM group, has dedicated brand activations and special exhibitions at Kwangya@Seoul, showcasing their legacy and new content.
• Activity: Comeback Merch & Fan Engagement
  During EXO's comebacks, the store often releases limited edition merchandise and provides spaces for fans to engage with their new concepts.

Girls' Generation

• Activity: Anniversary Merchandise & Archive Displays
  KWANGYA@SEOUL often features Girls' Generation's anniversary merchandise and displays showcasing their long-standing career within SM Entertainment.

NCT

• Activity: Fan Merchandise & Special Events
  KWANGYA@SEOUL offers exclusive NCT merchandise, and has hosted special fan events and pop-ups related to NCT's comebacks and anniversaries.
• Activity: Pop-up Events/Exclusive Merchandise
  NCT-related pop-up events, special exhibitions, and exclusive merchandise sales are frequently held at Kwangya@Seoul, providing unique fan engagement opportunities.

RIIZE

• Activity: Debut Promotions & Merchandise
  RIIZE's debut was heavily promoted here with exclusive items and displays, allowing new fans to connect with the group.

Red Velvet

• Activity: Merchandise/Photo Opportunities
  Red Velvet merchandise and themed photo opportunities are available at Kwangya@Seoul, engaging fans with their unique concepts.

aespa

• Activity: Brand Experience/Merchandise Sales
  Kwangya@Seoul is a future-oriented cultural space by SM Entertainment, primarily located near Seoul Forest in Seongdong-gu, offering interactive experiences and exclusive merchandise for aespa fans, deeply tied to their metaverse concept.
• Activity: Experiential Content & Merchandise
  Fans can immerse themselves in aespa's 'KWANGYA' universe through interactive exhibits and purchase unique merchandise linked to their 'SYNK' concept.

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