[Edaily Starin KIM HYUNSIK Reporter] Following BTS and Big Bang, it’s now NCT’s turn. NCT, which has marked its 10th anniversary since its launch, is drawing attention as it prepares to meet fans through a large-scale event encompassing music, fashion, and exhibitions.

◇NCT’s 10 Years of “Infinite Expansion”… Unfolding Through Fashion and Exhibitions
NCT is a boy group brand launched by SM Entertainment (SM) in 2016 under the concept of “Infinite Openness, Infinite Expansion.” This is why this event is being held to commemorate the 10th anniversary of the “launch” of the NCT brand, rather than the “debut” of a specific group.
The brand name NCT stands for “Neo Culture Technology,” signifying a group that embodies SM’s expertise in idol production combined with cutting-edge cultural technology.
Over the past 10 years, various groups have been formed, including the supergroup NCT U, NCT 127—which began in Seoul—NCT Dream, which started as a teen group, and NCT WISH, which is based in both Korea and Japan. WayV, composed of members from Greater China, is also one of the NCT spin-off groups. These NCT spin-off groups have gained popularity with their distinct styles, showcasing unique music and performances centered around the “NEO” concept.
As part of the “NCT 2026” project commemorating the 10th anniversary of NCT’s launch, SM will host an offline festival for one month starting on the 1st.
Starting today and running through the 5th, a fountain show set to the hit songs of the NCT sub-groups will be held at the Moonlight Rainbow Fountain in Banpo Hangang Park. Visitors can enjoy a spectacular light show where music, light, and water jets come together.

From the 4th to the 6th, an exhibition of NCT’s stage outfits will be held at the 2027 S/S Seoul Fashion Week, taking place in the Jamsil Lotte World Tower area. On the final day, the 6th, a “Curated Runway” combining NCT’s outfits and music will be presented. An “NCT Flea Market” selling concert outfits and members’ personal items will also be held. This event highlights the style NCT has cultivated over the past 10 years from various angles by blending K-pop and fashion.
In collaboration with the Songpa District Office, Seokchon Lake will also serve as a venue for the 10th-anniversary celebrations. From the 3rd to the 27th, a large art balloon commemorating the collaboration between NCT and Seoul Fashion Week will be installed. From the 7th to the 25th, a nighttime lighting event featuring NCT’s official color, “Pearl Neo Champagne,” will take place around Dongho and the lakeside stage at Seokchon Lake.
A separate exhibition has also been organized to mark the 10th anniversary. From the 18th to the 18th of next month, NCT will host “Exhibition: Neo Dimension” at DEEP on the B3 level of Lotte World Adventure. Details regarding the exhibition’s content will be revealed later via official social media channels.
SM explained the purpose of the festival to Edaily that day, stating, “To celebrate NCT’s 10th anniversary, we wanted to create a festival where fans could gather and enjoy the event together.” They added, “Since NCT has demonstrated a unique style not only in music but also in fashion, we collaborated with the Seoul Metropolitan Government to create a runway that combines stage costume exhibits, DJ sets, and dance performances, aiming to present NCT’s distinctive music and fashion in a multidimensional way,” and expressed their hope that “this event will serve as an opportunity to experience NCT’s 10-year journey anew through music and fashion.”

◇Just albums and concerts?…Now, the City Itself Is the K-Pop Stage
Recently, the K-pop industry has seen a growing trend of large-scale promotions that go beyond concerts and album releases to incorporate exhibitions and interactive experiences, particularly to mark comebacks or milestone anniversaries.
Previously, BTS launched “THE CITY” project in Seoul and Busan to mark their comeback. Centered around their new album “ARIRANG,” they held various offline events, transforming various parts of the city into spaces where fans could experience BTS’s music and messages.
To mark their 20th debut anniversary, BIGBANG launched a promotional campaign encompassing new songs, a world tour, and media exhibitions. Following media exhibitions in the Jamsil area and a lighting event at Seokchon Lake, they held a free fan event on the Han River that combined a drone show and fireworks.
At “K-Culture Station—Dududu Seoul,” an underground cultural complex located between City Hall Station and Euljiro 1-ga Station, a 20th-anniversary media exhibition is currently underway, keeping the project’s momentum alive.
It is noteworthy that K-pop groups, which have built unique brands through long-term careers, are adopting increasingly diverse ways to maintain relationships with their fans.
Pop culture critic Shim Jae-geol noted, “K-pop groups’ promotional strategies are evolving toward allowing fans to experience the music and narratives the artists have built in a multidimensional way,” adding, “It is also noteworthy that they are partnering with local governments to utilize the entire city as a stage.”
He continued, “This is meaningful because it goes beyond simply reminiscing about the past; it reconnects the time accumulated with fans to the present experience,” and predicted, “The trend of linking music, narrative, and space to expand them into a single brand asset will become even more pronounced in the future.”
Meanwhile, NCT’s sub-groups are continuing their active promotional activities. NCT 127 recently released their seventh studio album, *Blingy*, and kicked off their comeback promotions, while NCT Dream successfully concluded their 10th-anniversary fan meeting at the Incheon Inspire Arena. WayV and NCT WISH each released their new mini-album *Vision Wings* and Japanese single *YO-I-DON! / BOY MEETS GIRL). Meanwhile, both NCT 127 and NCT Dream announced that they had renewed their contracts with SM, raising fans’ expectations for the continued existence of the NCT brand and their long-term activities.