SM KwangYa@Seoul Concept Store / NiiiZ Design Lab

In the marketing field, the term/concept of ‘Universe’ is on trend. The term ‘Universe’ refers to a marketing technique by setting up a brand-new virtual world where one believes there is a certain set of elements and backgrounds unique to one brand, and through such a concept, one can connect deeply and actively with the consumer. Due to the pandemic, COVID has instigated quick evolution of the creation of concepts such as virtual reality, and metaverse in all types of brands such as F&B and Fashion. SM has been seeking to present such a concept and has launched ‘KYWANGYA’, a universe that connects with international fans and is further portraying different stories supported by SM.