An Inside Look at SM Entertainment


SM Entertainment has brought together the ultimate experience for their ever-growing global fanbase; SMTOWN. This massive complex is located in COEX Mall’s Atrium, with a total of six floors dedicated entirely to SM and its artists, including a museum, fan shop, cafe, market, and hologram theater. SMTOWN hosts exclusive content and products that cannot be found anywhere else, making this a must-visit for any K-Pop fans.


Fans can get a unique look at the history and state of SM Entertainment at its museum, which features an archive of SM’s music, an inside look at its performers’ recording process, props and outfits from past concerts, special photo exhibitions, and a special museum shop with exclusive products. There’s also the SM Gift Shop, which stocks various fashion items and product lines that have been worn by SM performers, as well as tons of merchandise. Fans can even buy exclusive lifestyle products featuring their favorite groups and singers at the SM Market and take a breather after a long day exploring Seoul in the SM Cafe, which sells various SM-themed drinks and treats.


And any visit to SMTOWN isn’t complete without catching your favorite groups’ live performance movies at the SM Theater. Fans here can watch never-before-seen concert footage of numerous SM groups and even a hologram musical starring some of SM’s most famous acts. Tickets can be reserved in advance at the SMTOWN website or bought at the SM Theater.




5/6F - SMTOWN Theatre
The highlight of SMTOWN is the SMTOWN Theatre, which screens exclusive live concert movies on an immaculate ultra large 40m wave façade that surrounds audiences at 270 degrees. The theater also features hologram performances and musicals of SM’s top acts and even hosts live musicals and plays featuring SM idols and fan meets on occasion. The performance schedule, as well as ticket reservation, can be found on SMTOWN’s website. Tickets can also be bought at the theatre itself.


4F - SMTOWN CafeㅣMarket
Take a break from an exhausting day exploring Seoul at the SMTOWN CafeㅣMarket, where you can sit down and relax over some nice drinks and cakes in the cafe or peruse the market for snacks and small souvenirs branded with images of SM’s most famous groups. Artworks inspired by SM’s groups and performers adorn the walls and fans can also get a look at what their favorite idols have been up to besides making music at the Liverary.


3F - SMTOWN Museum
Get the inside scoop on SM Entertainment through interactive exhibits and archives at the SMTOWN Museum. Fans can learn about the humble beginnings of the label, check out photo galleries of their favorite performers, and get an exclusive behind-the-scenes look at their recording process, as well as numerous props and costumes from past concerts. Tickets to the museum can be reserved in advance on SMTOWN’s website or bought at the ticket counter right outside the museum entrance. 


2F - SMTOWN Gift Shop
Fans can get their hands on exclusive merchandise at the SMTOWN Gift Shop, which stocks numerous products, such as clothing, bags, and stationery, repping SM’s most famous groups like EXO, Red Velvet, Super Junior, and Girls’ Generation. Clothing lines designed in collaboration with some of SM’s biggest stars are also available, allowing fans to dress like their favorite idols and stay on top of the latest fashion trends.




KRW 18,000



KRW 16,200



KRW 9,000

  • A person who is 65 or over
  • A person with a disability (Grade 1~3) and an accompanying person
  • A service person
  • Must present evidentiary document


Discount Guide

  • A group of 20 or more visitors requires a reservation
  • Free admission for infants under 36 months ※ Must present evidentiary document
  • Return visit discount of KRW 14,400 (20% on-site, online)
  • SMTOWN MUSEUM ticket holders only. Without the ticket, visitors will have to pay the difference.
  • MUSEUM X THEATRE 1-DAY PACKAGE KRW 28,000 (Available on-site at the MUSEUM, 7/1 ~ 8/26)
  • MUSIC NATION SMTOWN PASSPORT KRW 12,600 (on-site, online) (Only for passport holders. Without the passport, visitors will have to pay the difference)
  • “Culture Day” - Last Wednesday of every month KRW 10,000 (on-site, online)


Company NameSMTOWN
Category K-pop, Hanlyu Fesfivals & Events Tickets & Passes
URLs Homepage
Languages Available English Japanese
Opening Hours11:00 - 22:00

513 Yeongdong-daero, Samseong 1(il)-dong, Gangnam-gu, Seoul, South Korea 513

Take Line 2 to Samseong Station and go out the exit situated between Exits 5 & 6. -> Walk straight and go up the escalator. The entrance to SMTOWN will be on your right.

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