The four major entertainment agencies leading the K-pop golden age – HYBE (formerly Big Hit Entertainment) of BTS, YG of BLACKPINK, SM of EXO, and JYP of TWICE – are moving to new headquarters in Gangbuk.

HYBE, formerly located in Samseong-dong, Seoul, moved to Yongsan in March of this year. SM, previously in Apgujeong-dong, will move to Seongsu-dong next month. JYP, which was in Cheongdam-dong, Seoul, already relocated to Seongnae-dong, Gangdong-gu, Seoul in '18. YG, which was originally located in Gangbuk, built a new headquarters next to its existing Hapjeong office and moved in last year. This is also known as the 'Post-Gangnam Era'.

In the past, entertainment agencies were concentrated in Gangnam because it was convenient for their activities. Hair salons, clothing alteration shops, advertising agencies, and production companies were all clustered in Gangnam. It was also the center of trends, and it was easy to get to汝矣島 (Yeouido), where broadcasting stations are located.

However, for these entertainment companies that have become giants themselves, the 'Gangnam advantage' no longer holds significance. Most K-pop singers have more overseas activities than domestic ones, and they have long since hired their own fashion stylists, makeup artists, and fitness trainers. TV broadcasts are also often held in Sangam or Ilsan. There is no longer a need to be in Gangnam, where land prices and rents are high. Now, Gangbuk has become the new forward base for K-pop.

The new headquarters SM will move into next month is the office building of Acro Seoul Forest, completed last year in Seongsu-dong, Seongdong-gu, Seoul. They will occupy a portion of the building (approximately 5,000 pyeong).

Currently, SM's business extends beyond artist management to include broadcasting and drama production, concert planning, and F&B ventures. SM, which has been building its K-pop business in Apgujeong-dong, Seoul for 20 years, aims to upgrade its cultural business by moving to Seongsu-dong, a hub for venture businesses and trends. Currently, smaller and medium-sized agencies like Cube and Eden have also relocated to Seongsu-dong due to its geographical advantages. It feels as if the 'Godfather' of K-pop is about to make an appearance.

Article Source: ⓒ조선일보

These are English translations of articles from our GTTOUR Japanese website.