Seoul, South Korea – SM Entertainment, a leading South Korean entertainment company, has unveiled its new slogan, "THE CULTURE, THE FUTURE," as it celebrates its 30th anniversary. The company announced the new slogan on January 10th, 2025.

In a press release, SM explained that the new slogan encapsulates its ambition to "create unique value in the global music market and lead the future of K-pop based on the cultural heritage it has built up until now."

The company added, "The slogan represents SM's identity, emphasizing its commitment to being a part of people's daily lives and memories through music and culture for the next 30 years and beyond."

The new slogan will be incorporated into various aspects of SM's 30th-anniversary projects, including the upcoming commemorative album "SMTOWN: THE CULTURE, THE FUTURE" and the joint concert "SMTOWN LIVE 2025."

To further celebrate its anniversary, SM has released a special 30th-anniversary video titled "The Future" on its official YouTube channel. The video features various individuals, including new employees, pregnant women, students, job seekers, and athletes, who are seen pursuing their dreams while listening to SM's music.

In addition, SM has launched a 30th-anniversary website featuring images of 65 artists under its label. The website also offers a webcam function that allows fans to take photos with their favorite artists.

To mark its 30th anniversary, SM will hold the "SMTOWN LIVE 2025" concert at the Gocheok Sky Dome in Seoul on November 11th and 12th. The concert will feature a star-studded lineup, including Kangta, BoA, TVXQ!, Super Junior, Girls' Generation's Hyoyeon, SHINee's Key and Minho, EXO's Suho and Chanyeol, Red Velvet (excluding Wendy), NCT 127, NCT Dream, WayV, NCT Wish, aespa, RIIZE, Nmixx, Raiden, and a 25-member trainee group called SMTR25. Former SM artists Tony An, Bada, and Hwang Hwi will also participate in the concert.