From Idol to Executive: Zhoumi Named CEO as SM Entertainment and Tencent Launch China Joint Venture

A K-pop veteran just stepped into one of the biggest business roles of his career. Zhoumi, best known as a member of SUPER JUNIOR-M, has been appointed CEO of a brand-new joint venture between SM Entertainment and Tencent Music Entertainment Group — a move signaling SM’s serious push into the Chinese market.

What Is This New Venture?

On August 27, SM Entertainment confirmed the launch of STE, a joint venture established with Tencent Music Entertainment Group (TME) and based in Beijing. The partnership builds on a memorandum of understanding the two companies signed back in May of last year, formalizing years of groundwork into an actual operating entity.

Zhoumi : Key Details

A New Idol Group Is Coming

The centerpiece of STE’s mission is developing an entirely new Chinese idol group, with SM and TME aiming for a debut within the next two to three years. STE won’t just handle the creative side — the company is set to manage everything from casting auditions to on-the-ground local management once the group officially launches in China.

Supporting SM’s Existing Artists in China

STE’s responsibilities extend beyond the new group. The joint venture will also take over local management duties for several SM artists already active in the Chinese market, including NCT DREAM’s Renjun and WayV members YangYang and Xiaojun. This includes coordinating local promotions and broader support for their entertainment activities within China.

Why Zhoumi Makes Sense for the Role

Zhoumi’s appointment isn’t random — as a former member of SUPER JUNIOR-M, a subunit specifically created to bridge SM’s artists with the Chinese market, he brings firsthand experience navigating both the creative and cultural dynamics at play. In his own words, Zhoumi expressed pride in representing the joint venture, describing it as an opportunity to blend SM’s strengths in content and IP production with the unique characteristics of the Chinese market, aiming to build meaningful results as a bridge between the two companies.

This move reflects a broader trend of Korean entertainment agencies expanding their footprint through international partnerships, a strategy widely tied to the global growth of the Korean Wave (Hallyu).

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