In order to promote Hallyu in the United States, SM Entertainment announced its plans to open the ‘SMTOWN Museum’ in Los Angeles.

The agency established a branch SM Entertainment USA to build a strong foundation, and purchased a building in the center of KoreaTown. This building will go through re-modeling soon and transform into a completely different place to become a Mecca of K-wave.

This new ‘SMTOWN Museum’ will be full of various cultural contents including, a Korean restaurant and a space of entertainment with holograms that will be related to the Korean wave and SM Entertainmet’s artists.