For a look inside S.M. Entertainment
‘s K-pop marketing machine, stop by the Lotte Young Plaza department
store in central Seoul this summer. For two months South Korea’s top
record label and music talent agency is branding the six-story building
with a giant banner of its latest act, EXO, a boy band aimed at the
Korean and Chinese markets. S.M. has taken over the basement with a
pop-up store selling everything from bags, clothing, folders and
postcards to collector’s edition CDs of Girls’ Generation, Super Junior
and the company’s other groups. Some fans buy multiple copies of the
same Girls’ Generation CD, which are packaged with different covers for
each of the nine members.
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