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    “SM culture technology will shine even more in the new normal era”

    SM Entertainment CEO Lee Sung Su attended the '2020 East-Asia Round Table Meeting' hosted by The National Academy of Engineering of Korea.

    CEO Lee Sung Su participated in the '2020 East-Asia Round Table Meeting' hosted by The National Academy of Engineering of Korea in Korea on the 30th, and gave a keynote speech under the theme of'CULTURE TECHNOLOGY: SHINING IN THE NEW NORMAL'.

    On this day, CEO Lee Sung Su said, “Due to the COVID-19 pandemic,'untact' began to emerge in various industries, and this opened an era of new lifestyles using virtual reality, nano and bio technologies, and AI. . SM has already been preparing for the “new normal era” of these new technologies for more than 20 years, and I would like to talk about SM’s “culture technology” at the center today.”

    CEO Lee Sung Su said, “'Culture Technology' was introduced by producer Lee Soo Man who was convinced of'Culture First, Economy Next', and it has established itself as a fundamental operating system of SM and a growth engine of K-POP.” Culture technology can be divided into three stages:'Culture Creation' to create artists and contents through casting, training, production, and management,'Culture Development' to develop artists and music contents into an industrial stage, and core resources and It is composed of'culture expansion' that expands to another business with know-how.”

    CEO Lee Sung Su said, “SM is from H.O.T.'s 3D movie'Era of Peace' to GIRLS' GENERATION's holographic live concert, the world's first holographic musical'School Oz', Red Velvet's interactive AI smart speaker in collaboration with SK Telecom, Intel NCT 127's superhuman AR, which collaborated with the studio, has been working on developing music contents created by SM into an industry by utilizing new technologies and knowledge and sometimes collaborating with other industries. And'Culture Technology', which has reached the'Culture Development' stage in this way, uses core IPs in the'Culture Expansion' stage to create diversity and expands to the world without limits.”

    In particular, CEO Lee Sung Su said, “As a representative example of the “culture expansion” stage, SM introduced the world's first innovative online concert platform “Beyond LIVE” in the “New Normal Era” using AR and XR technologies. 'Beyond LIVE' added new features to the concert to provide a fantastic 3D experience to the audience, was well received by media around the world, and has had an impact throughout the global entertainment industry. “Recently,'Beyond LIVE' was introduced by HYUNDAI. 'Beyond DRIVE', an innovative virtual showcase, was conducted using AR and XR technologies applied to the advertising campaign of SM is developing'Beyond LIVE' into a better culture than just an online concert platform. In the future, we will be able to meet new types of performances that combine “Beyond LIVE” with these existing concerts.”

    “As such, SM's content develops and expands using innovative technology and knowledge. However, it does not end at the stage of expansion, but becomes a virtuous cycle and re-enters the stage of creation. An example is'aespa', which debuted on the 17th. It is a new type of group that coexists and communicates with each other. As aespa's activities continue, avatar members and AI technology will be more deeply integrated, and fans will be able to directly interact with aespa anywhere they want. This is what producer Lee Soo Man has already revealed at the World Knowledge Forum in 2011 by presenting a vision for a'virtual country', and SM is creating a new world by applying AR and XR to artists and contents in the new normal era.” Mentioned.

    Lastly, CEO Lee Sung Su said, “All of you here are the people who have led the improvement of our lives by constantly striving for technological advancement. We hope to lead us to a new world with better technology in the future, and SM will do the same. I believe that SM's culture technology will shine brighter in the new normal era.”

    Meanwhile, the '2020 East-Asia Round Table Meeting', which CEO Lee Sung Su gave a keynote speech, was hosted by The National Academy of Engineering of Korea, a corporation established for the development of future engineering technology, and utilized economic opportunities in Northeast Asia. It was held to revitalize engineering technology networks between countries.

    - Google translation.