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Seoul to glow in champagne green for NCT's 10th anniversary
NCT’s 10th anniversary poster promotes a monthlong festival of music, fashion, art and light across Seoul / Courtesy of SM Entertainment
By Lee Kyung-min
A decade after SM Entertainment launched its ambitious blueprint to reshape K-pop through unlimited global expansion, NCT is taking over the Korean capital for a monthlong, citywide festival celebrating its 10th anniversary.
Throughout September, the powerhouse mega-group — encompassing distinct sub-units including NCT 127, NCT DREAM, WayV, NCT U, and NCT WISH — will anchor a multi-disciplinary cultural takeover across Seoul. Blending live music, high fashion, and public light installations, the festival marks ten years since the brand debuted in 2016. Its experimental, open-member model, initially viewed as a risky structural departure in an industry historically built on fixed bands, has since established NCT as a dominant commercial pillar of modern Hallyu culture.
The public celebration kicks off along the Han River at Banpo Hangang Park, where the famous Moonlight Rainbow Fountain will execute daily water shows choreographed to the group’s biggest hits. Over at Jamsil’s iconic Lotte World Tower, the group is joining forces with the 2027 S/S Seoul Fashion Week for a series of high-profile collaborative events. Highlights include a “Curated Runway” combining NCT's signature music with archival stage wardrobe, an official costume exhibition, and an exclusive flea market featuring members' personal possessions and stage attire.
Meanwhile, in a special civic partnership with Songpa District, a massive floating art balloon will inhabit Seokchon Lake from Sept. 3 through Sept. 27, accompanied by evening light displays illuminating the surrounding waterfront in "Pearl Neo Champagne" — NCT’s signature neon-green fandom color. The monthlong festivities will culminate with a major immersive retrospective exhibition, “NEO DIMENSION,” opening Sept. 18 inside Lotte World's lower level.
Operating under the broader “NCT 2026” anniversary project banner, the municipal partnership reflects how top-tier K-pop intellectual property has transcended standard album releases. By mobilizing city landmarks, public infrastructure, and major cultural festivals, SM Entertainment is leveraging a decade-long legacy to transform Seoul into an interactive, immersive playground for international tourists and local fans alike.
This article was published with the assistance of generative AI and edited by The Korea Times.