[🇺🇸]Swedish Royals Visit SM Entertainment Headquarters in Seoul

Crown Princess Victoria and Prince Daniel of Sweden visited SM Entertainment’s headquarters in Seongsu-dong, Seoul, to experience the heart of K-pop creativity firsthand.

The visit was part of the Swedish royal family’s official itinerary to Korea, focusing on cultural and creative industry exchange. Touring SM’s studios and recording rooms, the royals observed the K-pop production process up close. They expressed particular interest in the collaboration between Swedish songwriters and SM Entertainment, praising how K-pop continues to generate cultural synergy in the global music market.

Their schedule also included a meeting with rookie girl group HARTS TO HARTS, where they discussed music training and daily practice routines. The members gifted the royals autographed CDs and official merchandise, to which the Crown Princess replied that it was “an unforgettable present.”

During a discussion with SM executives, the main topics included K-pop’s global influence and the sustainability of its creative ecosystem. Both sides agreed that combining Sweden’s musical creativity and technology with K-pop’s cultural power could yield even greater synergy.

Crown Princess Victoria concluded by saying, “We are delighted that Sweden can contribute to the growth of K-pop,” and expressed gratitude for SM’s warm hospitality. The visit has been hailed as a symbolic moment of cultural cooperation and artistic exchange between the two nations.

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