In February 2012, SM launched new business initiative that specializes in travel and tourism. It acquired Hawaiian travel firm 'Happy Hawaii' and renamed it "SM Town Travel." It is helmed by CEO Kang Jung Hyun and "aims to create synergies" between SM's entertainment product and travel. One of its first products was to offer special concert packages for overseas fans to attend Super Junior's Super Show 4 Tour encore concerts in Seoul in May 2012