New Kwangya Seoul Flagship Store by SM

Having special concepts for a K-Pop group to base their performances and music on is more common than people think. It was a huge factor that contributed to the success of BTS back in their early years (2016-2018). SM Entertainment, being a very innovative company, decided to take concepts to another level. Most of their artists not only have concepts, but a universe. Kwangya is the newest addition to the SM universe!

SMCU Kwangya

The idea of creating an entire K-Pop universe did not just come out of nowhere. SM Entertainment has been programming everything since 2004, when Lee Sooman decided he wanted to create a “worldview with innovative and powerful storytelling”.

Kwangya was then born to represent the “core value and vision” of SM under the company’s proposal for future and innovative K-Pop. Kwanga was going to be the first large-scale metaverse world entirely about KPop.

In this universe, the world is divided into two dimensions: the one we (humans) live and the one where the “aes” live (metaverse). As with any other advanced technology, it is very complex to talk about all the terms and concepts included in it. Actually, even SM idols have a hard time explaining the whole thing to people. In this world, there are actually independent AI versions of K-pop idols.

Don’t worry, I will soon write an article covering every interesting thing about Kwanga. I will explain each dimension, and the idols’ roles in it, and all so stay tuned!

Before that, let us just focus on the things you can enjoy even if you aren’t interested in the SM universe. For now, just keep in mind that Kwangya refers to an event or place that involves every SM Entertainment artist. SM artists include EXO, Aespa, BoA, NCR, Girls’ Generation, and many more.


Kwangya Activated!

At the end of 2021, we finally started to see SM Town projects. SMCU Express brought together all of their active artists to launch music videos, dance routines, songs, and much more together.  

After that, Kwangya events became much more common. The biggest event so far was the 2022 SM Town Live Concert: SMCU Express at Kwangya. I wrote an article about it already, you can check it out by Clicking Here.

After its huge success, it was announced at the end of the year that people would be able to personally visit a physical Kwangya fair and experience the futuristic visions the company has to offer to its fans.

Kwangya Seoul

Kwangya Seoul is a flagship store that provides an SM Town shopping experience and digital services by introducing a smart order service. It is the perfect place for fans to buy their favorite artists’ merchandise. They sell everything from ordinary photocards and albums to revolutionary technology.

You may be thinking that this is just another K-Pop merch shop. However, this flagship store is on an entirely different level. When you visit, you will actually experience living in the SM Entertainment Universe.

The Seoul Flagship Store

The flagship store opened on November 17th. It is located in the basement of the company’s new building in Acro Seoul Forest D-Tower. This building is the very building where idols and trainees are hard at work.

Kwangya Seoul

Address:   83-21 Wangshimri-Ro, Seongdong-Gu, Seoul
Korean Address: 서울특별시 성동구 왕십리로 83-21
Operating Hours: 14:00 PM - 20:00 PM

Future Plans

Knowing how big this project is, SM already announced the preparations for the new Kwangya stores that will be opening in other countries as well! So don’t worry if you are not here in Korea. In the future, you might be able to have the experience in your own country!

The first stores to be opening will be in Indonesia and in Los Angeles. We hope that, with success, the expansion to other countries won’t take too long!

So, what do you think about all of it? Would you like to go and see all the wonders too?