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SM Entertainment

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Seongsu
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Seoul
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    • Discover the agency that represents global idol groups like Girls' Generation and EXO

    This entertainment company, founded by singer and producer Lee Soo-man, specializes in discovering new talent and producing albums. It is home to numerous iconic K-pop groups, including the long-running Girls' Generation (debuted in 2007), EXO, BoA, and aespa. With its impressive global influence, the company continues to draw international attention.

    🎙️ SM Artists

    • SUPER JUNIOR

    • Red Velvet

    • NCT DREAM

    • aespa

    • RIIZE

    • NCT WISH

    • Hearts2Hearts

    🚇 How to Get There

    • interpark Global

      Seoul Forest Station, Exit 5

    • interpark Global

      SM’s main entrance is right in front of you

    📸 K-POP Idol Landmarks Around SM

    KWANGYA SEOUL Merch Shop

    • KWANGYA Entrance

    • Real-Meta Cube

    • Looping MVs

    • Merch & album

    • 4-cut photo booth with your favorite idol

    Here are the must-see highlights when you visit: ‣ Real-Meta Cube: A transparent OLED display cube that blends reality with virtual content, offering an immersive exhibition experience. ‣ My Artist Photo Zone: Take your own “KWANGYA 4-Cut” photos with your chosen artist or group member. Customization is available, and you can also select different photos depending on the promotion period. ‣ Wormhole Tunnel: A symbolic hallway connecting to “COSMO,” where you can view a timeline of historic merchandise — from albums and lightsticks to special limited-edition items.

    Photo Spots Near SM

    • Seoul Forest Station

    • Seoul Forest Station

    • Bus stop at Exit 3 of Seoul Forest Station

    • Bus stop at Exit 2 of Seoul Forest Station

    • UNDERSTAND AVENUE

    • Outer wall across from SM

    SM Entertainment isn’t just a must-visit for fans—it’s surrounded by fan support hotspots. From digital billboards inside Seoul Forest Station to banners at UNDERSTAND AVENUE and the wall across from SM, you’ll spot plenty of idol birthday and comeback ads. Don’t miss the GS25 next door, nearby bus stops, and flagpole banners too. Snap a photo with your favorite fan ad while you're there!

    SM Artists' Favorite Hangouts

    Taeyeon

    ‣ The popular café “Hanip Bagel Seongsu Branch,” located near Seoul Forest, is known for its mini bagels, which are easy to enjoy and reasonably priced. It gained even more popularity after Taeyeon visited. Don’t forget to take a photo in the backyard where she filmed!

    aespa

    ‣ Ssangjang is a shop in Seongsu that Karina visited in the past — her photo is still posted at the spot! The atmosphere is great, and you can choose from a variety of baguette flavors like meat, salmon, and fig. Everything tastes amazing.

    NCT

    ‣ Doyoung once recommended Ttitto Bunsik as a great place near Seoul Forest to visit with friends — after much thought! So if you're heading to KWANGYA to shop for merch, don’t forget to check out this Doyoung-approved spot. The “Seoul Forest Set” is huge and definitely worth it.
    ‣ Around Day is a quiet, cozy space in a Korean-style detached house that NCT members often visit. It has a small garden in the front yard, making it a perfect photo spot on sunny days.
    ‣ Rafre Fruit is the cake shop Taeyong visited on Lee Yi-kyung’s YouTube show. Located just behind the SM building in a red brick house (2nd floor), turn right after passing Seoul Forest and you’ll find it right away. Their signature is strawberry cake — 70% strawberry with smooth, not-too-sweet cream. It’s absolutely delicious!

    EXO

    ‣ Zesty Saloon (Seongsu branch) is famous for its shrimp burger, which SUHO once recommended on a TV show. It has also been featured on numerous food programs! Their signature Wasabi Burger is a must-try—don’t miss out on it when you're in Seongsu, Korea!
    ‣ Andmill Seongsu is a favorite spot of BAEKHYUN, and even SEVENTEEN’s Mingyu has visited! BAEKHYUN sat at the bar seat, and you can try the same sandwiches he ordered, like the dried fig sandwich, Cheongyang apple brie, and the “Coco Avo.”

    RIIZE

    ‣ Gyedongjip is a Seongsu restaurant visited by members Wonbin, Anton, and Shotaro. You’ll even find their autographs on the wall!
    ‣ Lowide Coffee Bakery is a cozy café just a 10-minute walk from KWANGYA. It’s a spot Sungchan and Anton once posted about on the WVS account, sharing a photo of the salt bread he picked up there.

    📝 Must-Know Tips

    • Winter Forest

    The SM building is just a short walk from Seoul Forest, a park beloved by K-pop fans. In the park, you’ll find trees and benches donated by fan clubs in honor of their favorite idols. For example, in 2023, aespa member Winter’s fan club donated a special bench garden near the water playground and central lake trail. So when you visit SM, don’t forget to take a stroll through Seoul Forest—you might just find a bench or tree dedicated to your favorite idol!

    Information

    How to get there

    Located in Acro Seoul Forest D Tower - 1 min walk from Seoul Forest Station Exit 5 (Suin-bundang Line) - 1 min walk from the D Museum

    Insider Tips

    Relocated from Cheongdam-dong