Sweden's Crown Princess Victoria Visits SM to Explore K-pop Creative Sites

Cultural Exchange and Dialogue

(From left) Lee Seongsu SM CAO, Carl Ulrf Andersson Ambassador of Sweden to Korea, Tak Youngjun SM Co-CEO, Princess Victoria, Prince Daniel, Jang Chulhyuk SM Co-CEO, Choi Jungmin SM CGO. Provided by SM Entertainment

SM Entertainment announced on October 17, 2025, that Crown Princess Victoria and Prince Daniel of the Swedish royal family visited the creative sites of the K-pop industry.

This visit was part of the royal couple's official itinerary in Korea, aimed at promoting cultural and creative industry exchanges. On this day, the Crown Princess and Prince Daniel visited the SM Entertainment headquarters in Seongsu-dong, Seoul, where they were guided by Co-CEOs Jang Chulhyuk and Tak Youngjoon, Chief A&R Officer Lee Sungsoo, and Chief Global Officer Choi Jungmin. They toured key creative spaces including the recording studio, artist studio, and song camp.

The royal delegation observed the process of producing K-pop content in collaboration with Swedish composers and showed deep interest in how creative exchanges between Korea and Sweden are generating new cultural synergies in the global music market. Prince Daniel shared his impressions, stating, "SM is a true music company."

On the same day, the royal couple also met with members of Hearts2Hearts, a rookie girl group that debuted this year, and discussed their musical activities and training process. The Crown Princess and Prince Daniel received signed CDs and merchandise prepared by the members as gifts, expressing their gratitude by saying, "These are unforgettable presents."

After the tour, the SM management and the royal couple exchanged views on the topic of "The Global Influence of K-pop and the Sustainability of the Creative Ecosystem." Co-CEOs Jang Chulhyuk and Tak Youngjoon stated, "SM has long respected and collaborated with Sweden's musical creativity and technological prowess. We look forward to continuing various opportunities for cooperation that will allow the K-pop and Swedish music industries to grow together."

Crown Princess Victoria remarked, "I am pleased that Sweden has contributed to the development of K-pop, and I sincerely thank SM for their thoughtful and warm hospitality."