SM Entertainment accelerates US push with early debut plans for rookie acts

SM Entertainment is moving more aggressively into the US market, deploying its rookie groups earlier than ever as part of its evolving global strategy. For years, SM concentrated its core music business in Asia, particularly Korea and Japan, while rivals such as Hybe and JYP Entertainment pivoted more decisively toward the US. That approach began to change in 2023, when SM unveiled its “SM 3.0” strategy, naming the US a “key market” it must secure to become a top global entertainment company. Wi