Merchandising

Going beyond goods into lifestyle, we leverage deep
fandom culture understanding to create projects that
showcase the value and authenticity of each product.

Themed Merchandise

We provide a variety of themed merchandise customized for special occasions
like album releases, birthdays, debuts, and seasonal events.

Album Merch

Products featuring album concepts across
various categories.
Anniversary Merch

Celebratory items for birthdays,
debut anniversaries, discharge dates, and more.
Season’s Merch

Items for occasions like Christmas,
Valentine's Day, picnics, and more.

Special Edition Merchandise

In addition to original IP content, we offer diverse products with unique themes, incorporating hand-drawn illustrations,
handwriting, brand collaborations, SMBM-originated artwork, and more.

Hand drawn Merch

Products featuring artist-created hand-drawn
illustrations, handwriting, and messages.
Collaboration Merch

Planned products resulting from collaborations
with brands and artists.
Artwork Merch

Products showcasing original SMBM artwork - Korean Pattern

Content & Brand Collaboration Products

Featuring individual artist branding that captures their uniqueness, brand collaborations reflecting each of their taste,
and other product releases through various collaborations.

Media Content

Reality entertainment show-linked products.
Artist Edition

Limited edition products by artists.
Brand Collaboration

Collaboration products between
artists and brands.

In-house Planned & Developed Concept Products

Leveraging SM Brand Marketing's profound understanding of artists,
we conceive and create unique products inspired by conceptual photo shoots.
Our lineup goes beyond just photos, offering a diverse range of trend-setting items across various categories.

NCT 127

‘RETRO HOUSE’
NCT DREAM

‘STARRY DAYDREAM’
aespa

‘Oh! Caendy Pocket’

Development of Third-party IP Products

We conduct in-depth product planning to meet fan needs by analyzing the characteristics of various IPs and fandoms.