Marking its 30th anniversary, “SMTOWN LIVE 2025 TOUR” has failed to gain traction in North America, with ticket sales still hovering around 50% after three months. K-Pop Radar report highlights that SM’s consumer base is heavily concentrated in South Korea, raising concerns about its U.S. expansion strategy.
Despite pre-sale and general ticket availability, a Munhwa Ilbo investigation on February 24-25 found that many seats remain unsold, even in premium sections near the stage. An industry insider stated: “The extended stage area is usually the most desired section for fans. If these seats aren’t sold out, it suggests a lack of strong fandom support, meaning overall ticket sales may struggle to increase further.”
Compared to HYBE, JYP, and YG, which have dominated U.S. music charts and award shows, SM artists have had less impact in North America. While other agencies plan simultaneous album releases in South Korea and the U.S., SM still prioritizes its domestic market. Even after forming SM & Kakao Entertainment America in 2023, its market presence remains weak.
A February 26 report from K-Pop Radar further emphasized SM’s reliance on the Korean market, noting that while HYBE and JYP have successfully expanded their fanbases across South Korea, Japan, and the U.S., SM’s sales remain overwhelmingly dependent on its home country. While NCT127 has strong support in multiple markets, SM’s overall consumer base is not as globally diversified.
Several factors may have contributed to SMTOWN’s weak ticket sales. NCT127’s military enlistment gap has limited their promotional activities, while legacy groups like EXO and Girls’ Generation were absent from SM’s major 2024 concert, signaling a decline in veteran group participation. Meanwhile, HYBE has successfully sustained SEVENTEEN and ENHYPEN despite BTS’s hiatus, whereas SM struggled to strengthen its lineup.
Additionally, many SM groups already held solo concerts in North America, reducing demand for a large-scale family concert – NCT DREAM toured the U.S. last year, aespa recently completed their North American tour, and NCT127 has upcoming performances.
External factors may have also played a role in SMTOWN’s underwhelming performance. The recent Los Angeles wildfires reportedly affected the event’s promotional efforts, further complicating ticket sales. With disappointing numbers for SMTOWN LA, SM Entertainment’s weak positioning in the U.S. market is becoming increasingly evident. While other agencies are successfully expanding internationally, SM remains heavily reliant on South Korea, raising concerns about its future global presence.
