SEOUL, October 17 (AJP) - Sweden’s Crown Princess Victoria and Prince Daniel visited SM Entertainment on Thursday, highlighting the growing cultural ties between Sweden and South Korea and the global influence of the K-pop industry, the company said Friday.
The royal couple’s visit to the Seoul-based entertainment powerhouse was part of their official trip to South Korea, which focuses on fostering exchange in the cultural and creative sectors.
At SM Entertainment’s headquarters, the couple was greeted by co-chief executives Jang Cheol-hyuk and Tak Young-jun, along with Chief A&R Officer Lee Sung-soo and Chief Global Officer Choi Jung-min. They toured key creative spaces, including recording and artist studios, and were briefed on SM’s global production system and digital technology infrastructure.
Prince Daniel described SM Entertainment as a “true music company,” expressing particular interest in the collaboration between Swedish composers and K-pop producers — a partnership that has shaped the sound of many global hits. He praised the “creative synergy” between the two countries’ music industries.
During the visit, the royals met with members of Hearts2Hearts, a rookie girl group under SM, to discuss their musical activities and training process. The artists presented the couple with signed albums and merchandise, gifts the royals called “unforgettable.”
In a meeting with company executives, discussions centered on K-pop’s international influence and the sustainability of its creative ecosystem. Co-CEO Jang Cheol-hyuk underscored the long-standing collaboration between SM and Sweden’s music scene, expressing hope for continued partnership and innovation.
* This article, published by Aju Business Daily, was translated by AI and edited by AJP.
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