December 6, 2022: South Korean entertainment firm SM Entertainment will set up its Southeast Asian main branch in Singapore as part of its regional expansion plans.

In his final month consultation, SM Entertainment founder Soo-Man Lee said it recruits and produces talent via the “Culture Technology” system he developed. The possible singers and dancers will go through four stages, launching, training, marketing/management and producing.

Lee further said he would be keen to assemble a K-pop group, NCT Singapore, if the opportunity occurred, but it needs to be clarified if plans are underway.

The Singapore headquarters will be “managing joint businesses in Indonesia, Vietnam and Thailand, as well communicating with [its South Korea office] for different related ventures and plans.”

SM Entertainment refused to say how much the firm is investing in its expansion in Singapore but said it’s “hiring more local talents, which will hopefully surge the full-time staff count.”

The firm is also “looking to engage local undergraduates or recently graduated people for internships.”

On top of that, the firm plans to launch retail areas in Singapore, which include cafes, merchandise charges and pop-up exhibitions.