SM Brand Marketing

SM Brand Marketing (Korean: 에스엠브랜드마케팅; SMBM) is a South Korean intellectual property, licensing, management, marketing consultation, planning, and management consulting company under SM Entertainment. The company was established on August 19, 2008, and has operated SM Town Coex Artium, Sum, Sum Market, and Sum Café. It currently employs its e-commerce platform SM Town &Store and retail store SM Town &Store@DDP.

SM Brand Marketing Co., Ltd.

Native name	에스엠브랜드마케팅
Company type	Private
Industry	Intellectual property Licensing Management Marketing consultation Planning Management consulting
Founded	August 19, 2008; 15 years ago (2008-08-19)
Headquarters	648, Samseong-ro, Gangnam District, Seoul , South Korea
Parent	SM Entertainment
Footnotes / references ^[1]

History

On August 19, 2008, SM Entertainment announced that it would establish SM Brand Marketing, adding it to its affiliates.^[2] The company is in charge of brand planning and marketing consulting, such as planning, branding, and marketing on lifestyle businesses encompassing the restaurant industry, fashion, and food and beverage industries.^[3] Sum, a celebrity shop run by the company, is where items related to the artists are sold and is located on the second floor of closed SM Town Coex Artium.^[4][a] The shop offers merchandise products commercializing the company's artists.^[7] SMBM also operates its global e-commerce platform SM Town &Store and retail shop SM Town &Store@DDP.^[8]

On February 23, 2022, SMBM signed a memorandum of understanding (MoU) with Binance to launch a global Play-to-Create (P2C) ecosystem.^[9] In the future, SMBM plans to establish diverse environments wherein creators worldwide can participate in IP-based re-creation and earn profits transparently, including affiliated royalties.^[10] SMBM and Binance will push for joint work to create a blockchain mainnet, NFT, and eco-fund.^[11] The company also partnered with The Sandbox for its metaverse platform, P2C ecosystem, and SM Town Land, a themed space created in K-verse, an area for K-content in The Sandbox.^[12] SMBM and The Sandbox will plan and create NFT products using their IP, production know-how, and technology and jointly operate a fan-participating service.^[13]

Brands

• SM Town &Store^[b]
• SM Town &Store@DDP
• Kwangya Club
• SM Town Meta-Passport

Defunct

• SM Town Coex Artium

• Sum^[c]
• Sum Market^[d]
• Sum Café

Notes

1. SM Town Coex Artium closed after six years to reduce fixed costs for asset efficiency and the expiration of the rental agreement.^[5][6]
2. It is an online store by SM where consumers can purchase SM artists' merchandise and lifestyle products while also offering various shopping services.^[14] As Hana Card formed a strategic alliance with SM Brand Marketing, Hana and SM released the SM Town &Store cards for young people in their 20s and 30s familiar with fandom culture and preferred online purchases by analyzing data from various customers.^[15][16]
3. It is a general retail store that started operating in 2015 that sells stationery, household goods, and cosmetics-advertised or recommended by celebrities.^[17]
4. It is a convenience store chain that deals with content related to SM artists and markets SM artist-themed food.^[18]

References

1. "Overview – Group Companies". SM Entertainment. from the original on March 24, 2022. Retrieved April 21, 2022.
2. Kim, Yu-kyung (August 19, 2008). 에스엠, 에스엠브랜드마케팅 설립후 계열사 추가 [SM, Adds Affiliates After Establishing SM Brand Marketing]. Money Today (in Korean). from the original on April 22, 2022. Retrieved April 21, 2022.
3. Park, Hyung-soo (August 19, 2008). 에스엠, 외식업·패션 브랜드 기획 업체 설립 [SM, Establishes Restaurant Business·Fashion Brand Planning Company]. The Asia Business Daily (in Korean). from the original on April 22, 2022. Retrieved April 21, 2022.
4. Lee, Bo-ram (January 19, 2015). [종목이슈] SM-YG, 사업다각화 한창...이익·기업가치 둘 다 잡는다 [[Stock Issue] SM-YG, Is in the Midst of Business Diversification...Both Profit·Business Value]. NewsPim (in Korean). from the original on April 22, 2022. Retrieved April 21, 2022.
5. SM Entertainment Group Earnings Release – FY2020 1Q (PDF) (in Korean). SM Entertainment. p. 10. (PDF) from the original on May 30, 2020. Retrieved April 21, 2022.
6. SMTOWN MUSEUM [@smtownmuseum] (May 18, 2020). [SMTOWN@coexartium 영업 종료 안내] - 지난 6년동안 SMTOWN@coexartium에게 보내주신 관심과 성원에 감사드립니다. SMTOWN@coexartium 임대 계약 만료에 따라 아래와 같이 마지막으로 영업을 종료합니다. 새로운 모습으로 다시 찾아뵙겠습니다. 감사합니다. [[SMTOWN@coexartium Closing Announcement] - Thank you for your interest and support to SMTOWN@coexartium for the past 6 years. SMTOWN@coexartium business will end as following due to the expiration of the rental agreement. We will see you again in a new location in the near future. Thank you.] (Tweet) (in Korean). Retrieved April 21, 2022 – via Twitter.
7. Lee, Bo-ram (January 14, 2015). [르포] '한류+ICT' 200억 투자, SM엔터 코엑스 아티움을 가다 [[Reportage] Investment in 'Hallyu+ICT' 20 Billion, SM Entertainment Coex Artium]. NewsPim (in Korean). from the original on April 22, 2022. Retrieved April 21, 2022.
8. Lee, Ji-eun (February 23, 2022). SM브랜드마케팅, 바이낸스와 파트너십 체결…'P2C' 생태계 구축 [SM Brand Marketing, Partnering with Binance…Building 'P2C' Ecosystem]. NewsPim (in Korean). from the original on April 22, 2022. Retrieved April 22, 2022.
9. "Binance Announces Strategic Partnership with SM Brand Marketing". Binance Blog. February 23, 2022. from the original on February 23, 2022. Retrieved April 22, 2022.
10. Jung, Min-ha (February 23, 2022). YG 이어 SM엔터도… 가상자산 거래소 바이낸스와 함께 NFT 사업 진출 [YG, SM Entertainment… Enter NFT Business with Virtual Assets Exchange Binance]. Chosun Biz (in Korean). from the original on April 22, 2022. Retrieved April 22, 2022.
11. Kim, Kun-woo (February 23, 2022). 에스엠, 바이낸스와 맞손 "메인넷·NFT 사업 협력…P2C 생태계 만든다" [SM, Binance "Cooperation for Mainnet and NFT Business…Create a P2C Ecosystem"]. Money Today (in Korean). from the original on February 23, 2022. Retrieved April 22, 2022.
12. "The Sandbox, partners with SM Brand Marketing". The Sandbox Blog. Retrieved April 22, 2022.
13. Lee, Ji-eun (February 24, 2022). SM브랜드마케팅, 더 샌드박스와 메타버스 파트너십 체결 [SM Brand Marketing, Signing Metaverse Partnership with The Sandbox]. NewsPim (in Korean). from the original on February 26, 2022. Retrieved April 22, 2022.
14. Yoon, Hee-seok (April 2, 2019). SM, 카페24 솔루션으로 글로벌 e커머스 진출...공식 온라인스토어 열어 [SM, Enters Global E-commerce with Cafe24 Solution...Opens Official Online Store]. ETNews (in Korean). from the original on April 22, 2022. Retrieved April 21, 2022.
15. Kwon, Yi-hyang (February 17, 2020). 엔터사와 손잡은 카드사들, 이유는 '제각각' [Credit Card Companies in Partnership with Entertainment for 'Different Reasons']. Korea Sports Economy (in Korean). from the original on April 22, 2022. Retrieved April 21, 2022.
16. Song, Jong-ho (February 7, 2020). 하나카드, 'SM타운앤드스토어'카드 출시 기념 이벤트 [Hana Card Celebrates 'SM Town &Store' Card Launch Event]. Seoul Economy (in Korean). from the original on April 22, 2022. Retrieved April 21, 2022.
17. Hyun, So-eun (July 30, 2017). 법원 "에스엠, 'SUM' 상표 사용 안돼"… 엘지에 패소 [Court "SM, Cannot Use 'SUM' Trademark"… Loses to LG]. The Hankyoreh (in Korean). from the original on July 30, 2017. Retrieved April 21, 2022.
18. Kim, Da-hee (February 18, 2016). "SM plans 'EXO convenience store'". The Korea Times. from the original on April 22, 2022. Retrieved April 21, 2022.