SMTown at COEX Artium is a sprawling, six-story k-pop hub. Located beside the gigantic COEX Mall in Gangnam (a shopping center so big it houses an entire aquarium and a huge movie theater inside as well), SMTown offers everything a k-pop fan could want: a hologram theater, branded merchandise, vocal lessons, a photo studio, a cafe, etc. And I’ve done (pretty much) all of it.
Here is my rundown of the two most accessible floors of the SMTown complex:
SUM: Celebrity Shop, Artist Goods, Artist Picks, Gifts
SMTown LIVErary: Cafe, Music, Media, Books, Special Goods
The building is tall and glittery from a distance, decorated with the names of SM Entertainment’s most popular artists: SHINee, Super Junior, EXO, Girls’ Generation (SNSD), f(x). The first floor’s Welcome Stage features a tall tower of flatscreens playing SM artists’ most recent music videos.
The second floor houses the SUM shop. This deluxe merchandise store features branded merch of all the bands and general Korean souvenirs, as well as “artist picks,” which are extremely expensive designer items worn by some of the band members. Some of the merch is cool, but the coolest stuff (tote bags with song lyrics printed on them, t-shirts, posters and pillows) are sold out or not yet for sale, despite the fact that the shop has been open since January.
Unless you’re looking to buy a pair of $400 sunglasses a member of SNSD was photographed wearing, you can find better k-pop merch in any given subway station. But they do sell a (pricey) replica of the treble clef necklace Chanyeol wears in the iconic classic “EXO Lives Next Door.”
On the building’s fourth floor is the SMTown LIVErary Cafe. This is an awkward way to say that it’s an SM-themed cafe. Some additional merchandise is sold on this floor (mostly CDs and DVDs), but the main attraction is the dessert case. Macarons and cupcakes printed with band logos are available for a (high) price, as are some tasty band-themed drinks.
The different bands all come in different colors and flavors. I ordered an EXO cupcake and a SHINee green apple-ade. The EXO “capcake” (har har) is chocolate cake topped with cream cheese frosting and a tiny EXO snapback. Someone informed me ahead of time that the caps are actually not edible, which was good to know because I definitely would have attempted to eat it. They’re about 8,000 KRW per cupcake, which is quite a lot, but they’re actually pretty tasty, and you get to keep the little hat as a souvenir.
SHINee’s green apple ade was also exceptionally delicious, and comes served in a cool, collectible “#DREAM GIRL” bottle. The drinks are super syrupy sweet and slightly carbonated, which I greatly enjoyed.
In the cafe, most of the tables and chairs have been signed by various SM artists. The walls are decorated with albums, plaques and a timeline of SM Entertainment’s biggest milestones. While enjoying your expensive snacks, you can try to grab a table at a listening station, where you can play SM artists’ music. It’s a cool setup, and it’s even moderately cozy, so big SM fans can end up spending a lot of time hanging out.