2023, a ‘dazzling golden age’ that started with NCT and ended with NCT.

2023 was a year that started with NCT and ended with NCT.

■ A fully-packed lineup for 2023!

This year, NCT released a total of 8 albums and 67 music tracks, continuously introducing new music and content for 12 months a year. In January, NCT 127 made a start with their 4th full-length album repackage 'Ay-Yo', and in April, NCT's Do Jae-jung successfully debuted as a unit with her first mini-album 'Perfume', and in June, Taeyong became the first soloist to debut with 'SHALALA'. He showed his capabilities without hesitation.

In July, NCT DREAM started the second half of the year with the 3rd full-length album 'ISTJ', in August the group album 'Golden Age', in October, NCT 127 released the 5th full-length album 'Fact Check', and in November, WayV released the 2nd full-length album 'On'. My Youth', and in December, NCT 127 decorated the finale with the winter special single 'Be There For Me'.

In addition, NCT NEW TEAM (tentative name) carried out meaningful activities with a pre-debut tour, NCT 127 and NCT DREAM traveled the world with a world tour, and WayV traveled the world with a global fan meeting tour, making them a transformer-type group that worked separately and together. He continued his wide-ranging steps in line with this.

■ Groundbreaking promotion for NCT by NEO Production!

Despite their ceaseless activities, NCT and NEO Production have provided the fun of listening to each album they release with music and concepts that overlap with each other, and even presented ingenious ideas and well-made promotions with high perfection.

In particular, NCT 127 conducted a promotion for their 5th full-length album 'Fact Check' with 'Seoul' as the keyword. From the trailer video, to the music video that stylishly captures Seoul's iconic places such as Gyeongbokgung Palace, Cheonggyecheon, and Yeouido, to the showcase held like a festival in Seoul Forest, NCT 127's neo-sophisticated sensibility is cleverly combined with 'Seoul'.

In addition, NCT Do Jae-jung chose 'Perfume' as the theme to match the trendy and sophisticated combination, and the members directly created scents to express themselves, and from the visualized images to the launching show held like an actual brand event, the audience was able to hear the charm of music and Do Jae-jung. , the scent of ‘NCT Do Jae-jeong’ was clearly left behind through organic promotions that could be enjoyed synesthetically, including sight and smell.

Taeyong participated in all processes of the solo album, from writing lyrics to composing songs to producing, and clearly demonstrated the musical capabilities he had accumulated over the years. As this is an album that reflects his honest thoughts and concerns, pre-promotional contents such as a documentary that allows fans to look into the preparation process and a track film that shows the main message of each song through animation are planned to enable fans to follow and empathize with Taeyong's thoughts. This improved my understanding of music.

NCT DREAM tactfully incorporated MBTI, an essential keyword for all generations, into their 3rd regular album 'ISTJ'. It aroused the interest and sympathy of many people and approached the public in a friendly way. In addition, they showed their three charms through triple promotions, including the overwhelming emotion of 'Broken Melodies', the intense and energetic 'ISTJ', and the refreshing classic 'Yogurt Shake'. WayV then held a showcase tour in China with their 2nd full-length album 'On My Youth' and had the pleasure of meeting local fans whom they had not seen up close for a long time.

In addition, NCT's 4th full-length album 'Golden Age', with 20 members, expressed contrasting musical colors with the double title songs 'Golden Age' and 'Baggy Jeans'. With 'Golden Age', they magnificently conveyed the message of welcoming NCT's dazzling golden age and moving on to a new chapter, and with 'Baggy Jeans', they showed the music and performance only possible because of NCT.

■ The ‘separately yet together’ action shined!

2023 was a ‘cruising year’ itself for NCT, which was active in many fields. NCT DREAM recorded another 'career high' with its 3rd full-length album 'ISTJ', with total sales of over 4.32 million copies following 4.2 million pre-orders, and NCT 127 also achieved million sales for 5 consecutive single albums with its 5th full-length album 'Fact Check'. Became a seller. In addition, NCT's Do Jae-jung achieved first place in the K-pop unit's first week of sales (sales volume in the first week after release) with her first mini-album 'Perfume', and Taeyong also achieved significant achievements by recording a half-million seller despite it being his first solo album.

The tour score was also strong. With its third solo concert 'NEO CITY – THE UNITY' held in November, NCT 127 set the record for the largest audience mobilization for a single performance among K-pop idol concerts held in Korea this year (as of December 26 according to KOPIS statistics), with NCT in second place. DREAM followed the Seoul Encore Concert 'THE DREAM SHOW2 – In YOUR DREAM' held at Gocheok Sky Dome in Seoul in June, demonstrating the power of the NCT brothers.

In addition, the first offline group concert 'NCT NATION' proved that both artists and fans can communicate in a variety of musical ways within the 'NCT brand', and NCT's overwhelming power and status at home and abroad were carried out as stadium performances in both Korea and Japan. It made me realize.

In this way, NCT filled 2023 by strategically carrying out activities ‘separately and together’, which is possible because it is NCT. The year ended with a differentiated music world for each album, groundbreaking promotions, and diverse activities. NCT's actions will continue in 2024.

Kim Se-ah, Ten Asia reporter haesmik@tenasia.co.kr