Brand
SMTOWN
SMTOWN is the official fan-platform and merchandise brand built by SM Entertainment to connect artists, content and commerce in one ecosystem. The brand spans the SMTOWN app, official online shopping and live retail activations built around acts including aespa, EXO, NCT, RIIZE and NCT Wish. Through the app, fans can track schedules, link light devices, collect digital passport stamps, scan PINKDISC and NFC content, watch video MD and jump straight into official shopping. In 2026, SMTOWN extended that system into physical retail with SMTOWN Store Shanghai, SM's first permanent offline merchandise store in China, giving the company a direct read on how artist IP converts into repeat in-person traffic.
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Fans Also Ask
What is SMTOWN?
SMTOWN is SM Entertainment's official fan platform and merchandise umbrella. It combines artist schedules, light device integration, digital passport stamps, AR and NFC content, video merchandise features and direct shopping links in one system built around SM acts including aespa, EXO, NCT and RIIZE.
Does SMTOWN have an official merchandise store?
Yes. SMTOWN operates official online shopping through its global store ecosystem and expanded into physical retail with SMTOWN Store Shanghai in 2026. The Shanghai location marked SM Entertainment's first permanent offline merchandise store in China, extending the brand from e-commerce into year-round in-person retail.
What can fans do in the SMTOWN app?
The SMTOWN app lets fans check artist schedules, connect official light devices, collect digital passport stamps at events, scan PINKDISC and NFC content, view AR experiences and watch video merchandise content. It also acts as a gateway into SM's wider official shopping and fan-service ecosystem.
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