‘SMTOWN LA Concert’ faces slow ticket sales, raising concerns over global market presence.
The SMTOWN LIVE 2025 TOUR, celebrating SM Entertainment’s 30th anniversary, is struggling to gain momentum in the North American market, with ticket sales for its Los Angeles concert remaining below 50% nearly three months after sales began.
Recent findings from K-pop Radar also indicate that SM Entertainment continues to rely heavily on domestic consumption, highlighting gaps in its global market strategy, particularly in North America.
The tour is set to take place on May 9 in Mexico City and May 11 in Los Angeles, with fan presales opening in early December, followed by general sales. However, as of February 24–25, a significant number of tickets remain unsold, particularly in non-premium sections. Even stage-adjacent sections, which are typically the first to sell out due to high fan demand, have yet to reach full capacity.
Industry insiders note that sold-out presales are the norm for top K-pop concerts. The fact that SMTOWN’s stage-front seats remain available is seen as an ominous sign. A music industry expert, speaking on the condition of anonymity, stated:
“Stage-adjacent seats are always the most desirable for dedicated fans. If these tickets are not selling out, it suggests a lack of strong fan engagement, which makes it difficult to expect a surge in sales later. Given that K-pop thrives on dedicated fandoms, this is an unfortunate outcome for SM.”
Compared to its competitors—HYBE, JYP, and YG, whose artists consistently top Billboard charts and attend major U.S. award shows—SM’s presence in the North American market remains limited.
Unlike other major labels, which strategically plan U.S. album releases months in advance to synchronize Korean and American launches, SM continues to focus heavily on the domestic market. Despite the establishment of SM & Kakao America in 2023, the joint venture has had minimal impact in expanding SM’s influence in the region.
The K-pop Radar 2024 Global Report, released on February 26, further underscores SM’s North America struggles.
• HYBE and JYP were praised for their strong global expansion, with HYBE maintaining balanced consumption between Korea, Japan, and the U.S., and JYP’s Stray Kids achieving significant U.S. market penetration.
• SM, however, was noted for its strong domestic fanbase but weaker international traction.
• While NCT 127 was acknowledged for maintaining a solid presence across Korea, Japan, and the U.S., the report emphasized that SM still relies on Korean market consumption, mirroring trends seen with its girl groups.
Unlike HYBE, which successfully expanded groups like SEVENTEEN and ENHYPEN during BTS’s military hiatus, SM has struggled to fill gaps left by NCT 127’s members enlisting for military service.
The reduced activity of flagship groups like EXO and Girls’ Generation has also contributed to SM’s declining international impact. Neither group participated in SMTOWN’s 2023 Seoul concert, further signaling a shifting era for SM.
While groups like NCT DREAM and aespa have recently completed U.S. tours, some analysts speculate that these individual group concerts may have diverted interest away from the SMTOWN family concert, contributing to lackluster ticket sales.
Additionally, a recent wave of wildfires in the LA area has limited promotional efforts, further dampening ticket demand.
With North America recognized as the world’s largest music market, SM’s struggles in the region highlight a pressing need for strategic shifts. The lack of momentum for SMTOWN LA raises questions about the company’s ability to compete on the global stage, especially against HYBE and JYP, which continue to strengthen their foothold in the U.S.
As SM prepares for its upcoming shows, the company’s response to these challenges—whether through enhanced marketing, strategic artist releases, or new promotional efforts—will be crucial in determining its future global standing.
SEE ALSO: aespa completes sold-out North American tour, proving their global impact
