Named as S Cube, the initiative will seek to combine SM Entertainment's content-producing capabilities with Samsung's social contribution know-how. As the first step, it will focus on creating after-school childcare facilities for children from low-income families that teach music and dance. In addition, the joint venture will support foreign-born women who reside in Korea through international marriage in the form of paying for airfares for them to visit home. Meanwhile, SM Entertainment will hire them as temporary interpreters for concerts on-site and also invite their families to the concerts.

 

Seo Joon-hee of Samsung Corporate Citizenship said, "We expect to create a whole new paradigm in corporate social responsibility programs by teaming up two companies with totally different backgrounds." Lee Soo-man of SM Entertainment said, "I am glad that my company could give back the love we've received from millions of fans. SM Entertainment will lead the initiative to make the world a better place to live jointly with Korea's biggest firm."