Super Junior-M Zhoumi Becomes CEO of STE Venture

TL;DR SM Entertainment and Tencent Music appointed Super Junior-M member Zhoumi as CEO of their new joint venture STE.

"By combining SM’s strengths in IP and content production with the characteristics of the Chinese market, I will present differentiated content and create meaningful results as a bridge between the two companies," Super Junior-M member Zhoumi confirmed following his executive appointment. On August 27, SM Entertainment announced the establishment of STE, a joint venture created alongside Tencent Music Entertainment Group in Beijing, China, appointing Zhoumi as its chief executive. The strategic initiative follows a formal memorandum of understanding signed by SM Entertainment and Tencent Music Entertainment Group in May last year.

The company targets launching a new idol group within two to three years. Zhoumi will lead the Beijing-based enterprise across multiple operational sectors.

STE oversees casting auditions and direct management in China after the upcoming group makes its official debut. As reported by Korea JoongAng Daily, SM Entertainment and Tencent Music Entertainment Group previously signed an MOU on May 29 last year to launch a Chinese girl group within two to three years. Under the initial framework, SM Entertainment recruits and trains the performers while overseeing music production, whereas Tencent Music Entertainment Group manages local promotion. Star News Korea noted that Zhoumi accumulated high expertise across the entire production system during his career spanning nearly 20 years. Having debuted in 2008 as a member of Super Junior-M, Zhoumi also served as a director at the Chinese subsidiary of SM Entertainment, gaining hands-on management experience.

Local artist management constitutes a core operational pillar for the newly formed entity. Beyond launching the upcoming idol group, STE will direct the Chinese promotions and schedules for active SM Entertainment artists. Daily Economic Star Today reported that STE plans to directly manage NCT DREAM member Renjun alongside WayV members YangYang and Xiaojun in the Chinese market. This initiative provides tailored regional promotions and broad entertainment support for talent operating across the region.

This corporate launch marks a strategic institutional expansion for SM Entertainment in mainland China. Entrusting management to an active idol who debuted in 2008 sets a rare precedent for veteran cross-border talent. With casting auditions and localized group production underway, STE establishes a dedicated framework connecting agency resources directly with Tencent Music Entertainment Group's distribution networks.

Frequently Asked Questions

What is STE and who is leading the company?

STE is a Beijing-based joint venture established by SM Entertainment and Tencent Music Entertainment Group. Super Junior-M member Zhoumi serves as the company's chief executive officer, overseeing local operations and strategic projects.

What projects will Zhoumi oversee as CEO of STE?

Zhoumi will oversee the debut of a new idol group planned within two to three years, handling casting auditions and local promotions. STE will also manage the Chinese activities of SM Entertainment artists, including NCT DREAM's Renjun and WayV's YangYang and Xiaojun.