SM Entertainment has once again shown the power of K-pop beyond the stage. On September 23, UNICEF Korea announced that leading SM artists, including DOYOUNG (NCT 127), MINHO (SHINee), SHOTARO (RIIZE), SUHO (EXO), SION (NCT WISH), SIWON (SUPER JUNIOR), IRENE (Red Velvet), YURI (Girls’ Generation), JAEMIN (NCT DREAM), and JIWOO & CARMEN (Heart2Heart), have joined forces for the “UNICEF TEAM” campaign, spreading a message of solidarity and hope for children worldwide.
Celebrating 10 Years of Partnership: UNICEF TEAM of SM Artists
This campaign marks the 10th anniversary of the UNICEF Korea–SM Entertainment partnership. It underscores how entertainment and social good can thrive hand-in-hand.
Over the last ten years, SM’s global platform has amplified messages of compassion. Music acts as a powerful tool for hope, resilience, and connection.
“I want to be someone who can provide more help. I hope we can all help each other and create a more beautiful world together.”
Hearts2Hearts Carmen.
To symbolize this milestone, the campaign unveiled a special bracelet named “Pink Blood,” representing the 10 years of togetherness. The Special Edition Pink Blood Bracelet includes handwritten messages and video letters from the SM artists in the UNICEF TEAM.
The bracelet is offered to donors who commit to regular contributions through the UNICEF TEAM page. This not only provides tangible recognition for supporters but also reinforces the idea of being united as one global team for children in need.
Not only that, after 100 days of joining the UNICEF TEAM, donors will receive additional three bracelet charms that can be engraved with the names of SM Artists in UNICEF TEAM.
Business Perspective: Brand Value through Purpose-Driven Campaigns
“I believe we can never live alone in this world. In other words, we can’t live a complete life without anyone’s help. I think it would be good to start with the idea that we are always together.”
NCT 127 Doyoung.
From a corporate lens, SM Entertainment selects the growing importance of purpose-driven branding. Aligning with UNICEF amplifies SM’s reputation as not only a cultural powerhouse but also a socially responsible company.
Reputation & Trust: By consistently supporting children’s rights and children’s causes, SM strengthens fan trust and global brand equity.
Long-Term Engagement: Campaigns like UNICEF TEAM encourage deeper audience loyalty, transforming fans into advocates who connect with the values behind the artists they admire.
Industry Benchmarking: As ESG (Environmental, Social, and Governance) values become critical in business, SM’s active stance positions it ahead of competitors in the global entertainment industry.
In short, this collaboration shows that K-pop is no longer just about entertainment; it is also about leadership in social impact and sustainable responsibility.
Social Perspective: Amplifying Voices for the Most Vulnerable
On the social front, the campaign highlights the role of celebrities as influential agents of change. The voluntary participation of all 11 artists underscores authenticity, proving this is more than a publicity move. It is about real advocacy.
For Children, the campaign addresses urgent issues faced by children living in war zones, disasters, and poverty-stricken areas. Meanwhile, millions of fans worldwide are inspired not only to donate but also to carry the message of compassion into their own communities. And for Society, this kind of initiative helps normalize giving, positioning philanthropy as an integral part of pop culture.
“We sincerely thank SM Entertainment for the past 10 years of support, which has allowed children across Asia to dream with hope through music.”
UNICEF Korea’s Secretary Cho Mi Jin.
UNICEF TEAM: Music with Meaning
“The moment you make a commitment and put it into action, you need courage. I believe that courage will transform you, transform society, and make the world a brighter place.”
SHINee Minho.
The UNICEF TEAM campaign is more than a charity initiative. It is a call to action, inviting the world to see music not just as entertainment but as a force for global change. SM Entertainment, together with its artists and fans, is proving that when art and altruism unite, the result is powerful, far-reaching, and deeply human.
For campaign visuals, donation details, and exclusive features, visit the official UNICEF Korea website or check the special coverage in Marie Claire Korea.
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