'SMTOWN LA Concert' Faces Challenges with Slow Ticket Sales, Raising Concerns over Global Market Presence
The highly anticipated SMTOWN LIVE 2025 TOUR, part of SM Entertainment’s 30th-anniversary celebration, is encountering difficulties in gaining traction in the North American market. Ticket sales for the Los Angeles concert have struggled to surpass the 50% mark, even as the event approaches nearly three months since sales commenced.
Insights from K-pop Radar reveal that SM Entertainment is heavily reliant on domestic markets, showcasing gaps in its global market strategy, especially in North America.
Scheduled for May 9 in Mexico City and May 11 in Los Angeles, the tour saw fan presales kick off in early December, with general sales following suit. However, as of February 24–25, a notable number of tickets remain unsold, especially in non-premium sections. Even the coveted stage-adjacent seats, usually quick to sell out, have yet to reach full capacity.
Industry experts note that top-tier K-pop concerts typically sell out during presales, making the lingering availability of SMTOWN’s prime seats a cause for concern. The absence of strong fan engagement may impede future sales growth.
Compared to industry peers like HYBE, JYP, and YG, whose artists dominate Billboard charts and major U.S. award shows, SM's presence in North America lags behind. While competitors strategically align Korean and American album releases, SM prioritizes domestic markets, limiting its expansion efforts.
The K-pop Radar 2024 Global Report, released on February 26, emphasizes SM’s struggle to make headway in North America, contrasting with HYBE and JYP’s successful international expansions.
Despite maintaining a robust fanbase domestically, SM faces challenges in gaining traction globally. The absence of key acts like EXO and Girls’ Generation from recent events hints at a shifting industry landscape. SM’s difficulties in filling voids left by military enlistments and diversions caused by individual group tours add to its international decline.
With North America serving as a pivotal music market, SM's lackluster performance in the region necessitates strategic transformations to compete against industry frontrunners. As the company readies for upcoming shows, addressing these hurdles through enhanced marketing, artist strategies, and innovative promotions becomes imperative to safeguard its global standing.