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SM Entertainment opens first offline merch store in Shanghai

Published: 01 May. 2026, 11:45 Updated: 04 May. 2026, 16:36

MICHAEL LEE
[email protected]

From left: Han Ji-seok, vice president of SM’s China subsidiary; Jang Cheol-hyuk, co-CEO of SM Entertainment; Noh Jae-hun, Korean ambassador to China; Zhou Mi, director at SM’s China subsidiary; Tak Young-jun, co-CEO of SM Entertainment; and Kim Dong-hyun, head of SM’s China subsidiary, pose for a photo at the launch of SMTown Store Shanghai on April 29. [SM ENTERTAINMENT]

SM Entertainment has opened its first official offline merchandise store in China, marking a push to expand its global retail business through physical fan experiences.

The company held an opening event on Wednesday for SMTown Store Shanghai, located in the Xujiahui commercial district, one of the city’s busiest retail hubs.

The store sits inside the Xinyibai Young shopping complex, an area known for heavy foot traffic and strong access to younger consumers, with three major subway lines converging nearby and several universities — including Shanghai Jiao Tong University and Fudan University — within close reach.

Spanning roughly 335 square meters (3,605 square feet), the store combines retail with exhibition-style elements, including a light stick display zone, album photo walls and large multimedia screens designed to deepen fan engagement beyond simple purchases.

The shop is the first official K-pop merchandise store to open in China, according to SM Entertainment.

The store drew strong attention on local social media ahead of its opening, and a pilot run featuring a themed pop-up tied to EXO content and locally tailored merchandise drew favorable responses from visitors, the company noted.

“Along with SM’s original merchandise, we plan to continuously introduce a variety of pop-ups and content,” co-CEO Jang Cheol-hyuk said at the opening event. “Through SMTown Store Shanghai, we will expand our touchpoints with Chinese fans and further strengthen the brand experience in the local market.”

The event was attended by senior executives, including co-CEO Tak Young-jun, as well as Zhou Mi, who also serves as a director at the company’s China subsidiary.

Korean diplomatic officials in China, including Ambassador Noh Jae-hun and Consul General Choi Jae-ha, were also present, alongside coverage from major local media outlets.

BY MICHAEL LEE [[email protected]]