SM Entertainment (hereinafter referred to as SM), represented by Jang Cheol-hyuk, has kept its promise to K-pop fans worldwide.

On September 7th, SM announced, “We are unveiling a new application (hereinafter referred to as the app) called SMTOWN, which integrates various functions for fan activities.”

The SMTOWN app has been built under the theme ‘SMTOWN A to Z,’ consolidating various functions that were previously operated separately. This redesign is one of the elements of the IP monetization strategy introduced on February 21st, known as SM 3.0.

At that time, CEO Jang Cheol-hyuk stated, “We will immediately start the integration and internalization of the platform, which has been a long-standing concern within SM.” He also mentioned, “Optimizing usability from the fans’ perspective and building an integrated platform are among our top priorities.”

With this unified app, the focus was on quickly resolving issues stemming from fragmented mobile platform operations, such as reduced user usability and platform competitiveness decline. Key features include artist schedule checking (SCHEDULE), integration with artist light sticks (LIGHT STICK), digital passport stamp accumulation (PASSPORT), augmented reality content experience (Augmented Reality Viewer), and direct access to the online store (SHOP). The schedule function, digital stamp accumulation, and AR content viewer functions, previously operated separately, are now combined into a single service.

Especially noteworthy are the new features introduced, such as artist schedule notifications, checking the battery status of light sticks, and the ability to change names, which were not available in the previous SMTOWN app. These additions are expected to garner strong fan engagement.

Through the update of the SMTOWN app, SM aims to gain qualitative and quantitative growth momentum through internalization of IT services. Furthermore, in conjunction with enhancing platform competitiveness, SM plans to expand its IT business based on future SMTOWN services.

Starting from September 9th, the synchronization of light sticks with the SMTOWN app will begin at the ‘NCT NATION: To The World’ concert, which will be held over four sessions at venues such as Yanmar Stadium Nagai in Osaka, Japan, and Ajinomoto Stadium in Tokyo.