SM Entertainment opened its first official merchandise store in China, marking a notable step in the K-pop powerhouse’s push into a market where cultural ties with Seoul have long been strained. The company launched SMTOWN STORE Shanghai, Wednesday, at Xinliubai YOUNG in Shanghai’s Xujiahui District, as part of a broader effort to expand its global retail footprint. Spanning about 335 square meters, the store offers official merchandise from SM artists — aespa, the NCT subunits, RIIZE, Girls’ Generation, Red Velvet and more — alongside a light stick display zone, album photo walls and large multimedia screens, positioning the space as more than a conventional retail outlet. Located near the city’s Xujiahui Station, which serves subway lines 1, 9 and 11, the site benefits from steady foot traffic and proximity to major universities such as Shanghai Jiao Tong University and Fudan University, drawing a young, trend-driven consumer base. According to an SM press release, interest was strong ahead of the opening, fueled by social media buzz. A themed pop-up tied to the label’s boy band
