SM Entertainment has released a special brand film titled "THE CULTURE" in celebration of their upcoming 30th anniversary. 

The video offers a nostalgic glimpse into the history of one of the founding companies of K-pop, showcasing the iconic idols and groups that have emerged from SM Entertainment over the past three decades. The video is introduced with a heartfelt message: "30 years together. May this voice, this movement, this culture last forever."

The message continues, "SM Entertainment is celebrating its 30th anniversary. Thank you to all the fans and artists who have been with us in every moment of this 30-year journey and to everyone’s invaluable support and love, SM was able to create new culture and play a leading role in K-POP. We look forward to the dreams and stories we will continue to write together, and express our sincere gratitude to all."

SM Entertainment was founded by Lee Soo Man on February 14, 1995. The company will officially celebrate their 30th anniversary on February 14, 2025.

Korean K-pop fans were moved by the video and gathered in a popular online community to share their sentiments. They commented:

"The video is so well-made."

"This made me emotional as a K-pop fan."

"This video brings a nostalgic feeling."

"I like JYP better but still, this video is very touching."

"I can't believe it's already been 30 years."

"30 years... Wow."

"As a K-pop fan, I wasn't a fan of SM artists but the artist lineup is crazy."

"Wow, my life is in SM... SM needs to continue to thrive... I'll be listening to new songs even when I'm in my retirement home."

"The memories are bringing me to tears."

"The moment I saw Bada and her daughter, I cried."

"Why am I tearing?"

"My youth is with SM too."

"The memories."

"This is so touching."

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