SM Entertainment’s 30-year anniversary concert, SMTOWN LIVE 2025 TOUR, is facing sluggish ticket sales in North America. It’s been three months after tickets went on sale, but only about half have been sold.
A recent survey by K-Pop Radar revealed that “SM’s domestic consumption rate is high,” adding weight to the analysis that SM’s efforts to penetrate the North American market have been insufficient.
SM Entertainment is set to hold its world tour concert in Mexico City on May 9th and Los Angeles on May 11. Pre-sales for fan club members took place in early December, and general ticket sales are currently ongoing. However, according to Munhwa Ilbo, a significant number of seats remained unsold as of February 24–25. While more than half of the tickets for the extended stage area have been sold, sales in other sections are even lower.
For major K-pop concerts, tickets usually sell out during the pre-sale phase, making early sales a key indicator of demand. Industry insiders note that the extended stage—typically the most sought-after section—still has unsold tickets, which they see as a concerning sign. One anonymous source explained, “The extended stage is always the most popular since it gives fans a close-up view of their favorite artists. If tickets there aren’t selling out, it’s a sign that the fandom isn’t fully engaged, making it harder for overall sales to pick up. Since K-pop runs on fan support, this isn’t a great sign.”
SM has long been considered less aggressive than its competitors in penetrating the North American market. While artists under HYBE, JYP and YG have dominated the Billboard charts and won major accolades such as the Billboard Music Awards and American Music Awards, SM artists have struggled to gain comparable recognition.
Unlike other agencies that prepare albums six months to three months ahead of release to allow for smooth distribution and simultaneous launches in both Korea and the U.S., SM still appears to focus primarily on the domestic market.
A K-Pop Radar report released on February 26, titled “2024 K-Pop World Map”, highlighted this issue. It observed that HYBE and JYP have been steadily expanding their presence in the global market, with Stray Kids gaining significant traction in the U.S. In contrast, the report pointed out that SM has a stronger fandom in Korea and, like many other Korean girl groups, sees higher consumption domestically than internationally.
The report also noted that while NCT 127 maintains a solid fanbase in key markets such as Korea, Japan and the U.S., SM’s consumer base remains more concentrated in Korea. Additionally, ongoing military enlistments among core NCT 127 members were mentioned as a contributing factor for a potential reason for lower engagement in global markets.
Another challenge for SM is the reduced activity of its key groups, such as EXO and Girls’ Generation, which have long been pillars of the company. The report suggested that while EXO still has a strong global fanbase, the group’s inactivity may have led to lower fan engagement.
The report also noted that recent solo tours by SM’s key groups, including NCT DREAM and aespa, as well as NCT 127’s upcoming concerts in the region, may have impacted SMTOWN LIVE ticket sales by dispersing demand.
Additionally, the report explained that wildfires in the LA area might have made it difficult for SM to carry out full-scale promotional efforts, further impacting ticket sales.
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