Seventeen declare ‘reset’ of identity as they mark 10th anniversary
K-pop boy group Seventeen / Courtesy of Pledis Entertainment
Seventeen have declared a "reset" of their identity as they look ahead to the next chapter of their career. The group, which celebrated its 10th anniversary on May 26, announced its intention to reinvent itself as a "new Seventeen," a move that has drawn considerable attention from fans and industry observers alike.
Since debuting in 2015, Seventeen have established themselves as a leading force in the third generation of K-pop, known for their refreshing and playful tracks such as “Adore U,” “Mansae,” “Pretty U,” “Oh My!” “A-Teen,” and “Very Nice.” The group steadily built its career with consistent growth, thanks in part to its unique approach as a "self-producing" team, with members, led by Woozi, participating in all aspects of album production. Seventeen's signature synchronized performances, showcasing the strength of a 13-member group, also became a key selling point.
While Seventeen's dynamic performances have long been praised among K-pop fans, the group's career took a major leap forward with the release of their seventh mini-album, “Heng:garæ,” in 2020. That album marked their first million-seller, and every release since has followed suit. In 2023, their 10th mini-album, “FML,” made history by becoming the first album to sell over three million copies on its first day. Their 11th mini-album, “Seventeenth Heaven,” shattered records by surpassing five million first-week sales, the highest ever for a K-pop album.
Alongside their commercial success, Seventeen's musical style has also evolved. While they started with bright, playful sounds that earned them a reputation as a "domestic" act, they have since expanded to broader, more globally appealing sounds that helped grow their international fanbase. Songs like “Home;Run,” “Left & Right,” “Rock With You,” “Super,” “Hot,” and “God of Music” have showcased Seventeen’s ability to retain their charm while adding a bolder, edgier sound. This versatility has solidified their status as one of the top-tier K-pop boy groups of the third generation. The group even reached No. 2 on the Billboard 200, their highest position to date, and successfully embarked on global stadium tours.
Despite their dominance, Seventeen's decision to declare a "reset" on their 10th anniversary has surprised many. In an industry where success often breeds complacency, their bold move to deconstruct and rebuild their identity is seen as a significant risk. With their fifth studio album, “HAPPY BURSTDAY,” released May 26, Seventeen introduced the concept of a "reset project," signaling their intention to break away from the past and start anew. The album’s title merges "birthday" and "burst," reflecting their determination to redefine themselves as they enter a new chapter.
The title track, “Thunder,” embodies this vision. It compares the members' transformation into unique individuals who broaden their world to the rumble of thunder and lightning, underscoring the group's desire to expand their musical horizons after a decade in the industry. While Seventeen’s signature upbeat energy remains, “Thunder” introduces a more experimental sound, sparking curiosity about the group’s future releases.
Another notable feature of the album is the inclusion of solo tracks by all 13 members, a move that showcases each member’s distinct musical color, achievements, and potential. It also hints at the diverse directions Seventeen's music may take in the coming years.
All eyes are now on what Seventeen’s "new look" will entail. With the bold declarations of a "rebirth" and a "reset," the group has set high expectations for their future trajectory. At their 10th anniversary concert, "Burst Stage," held at Jamsu Bridge on May 25, Woozi introduced “Thunder” by saying, "After 10 years of making albums, I started to wonder if I had reached my limit, but it turns out the universe didn’t give up on me. Inspiration struck me like a bolt of lightning." His words highlight the sense of creative renewal driving Seventeen’s latest transformation. Fans and industry watchers alike are now wondering whether the changes signaled by “Thunder” will mark the beginning of Seventeen’s next chapter.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.