SEVENTEEN Launches Unique Promotions for ‘HAPPY BURSTDAY’
SEVENTEEN is turning heads with their creative promotion strategy ahead of their highly anticipated 5th full-length album, ‘HAPPY BURSTDAY’, set for release on May 26 at 6 PM KST.
Combining the words “birthday” and “burst,” the title HAPPY BURSTDAY reflects the group’s explosive transformation and rebirth. Through their elaborate storytelling and immersive concept teasers—NEW ESCAPE, NEW MYSELF, NEW BURSTDAY—SEVENTEEN is showcasing a bold journey of self-reinvention.
🧩 Hidden Easter Eggs & Story Elements
Each piece of content is meticulously crafted with hidden clues for fans to discover. From cryptic text messages exchanged between members to redesigned team rings and scar-like makeup symbolizing their unwavering determination, SEVENTEEN has layered their visuals with meaning.
These Easter Eggs don’t just entertain—they deepen the narrative, turning fans into active participants in decoding the group’s symbolic rebirth.
🎬 Interactive Trailers & CARAT-POV Shorts
The interactive trailer released on April 28 offered two contrasting endings: one of courage and growth, the other of fear and stagnation. It emphasizes the message that embracing change leads to new flames, while clinging to fear stifles potential.
In a special twist, SEVENTEEN released a short-form series shot from the fans’ point of view (CARAT POV). It invites fans to a mysterious party, where they witness the members’ disappearance, transformation, and the discovery of their renewed team identity. Voice messages from the members, including lines like “We are NEW SEVENTEEN,” further heightened excitement across social media.
🔊 Exclusive Listening Event
From May 17 to 21, SEVENTEEN will hold a highlight medley listening session at Listening With Friend in Yongsan, Seoul. Fans can preview tracks from the album through a high-immersion sound system that promises to enhance the new music experience.
Pledis Entertainment stated, “HAPPY BURSTDAY celebrates SEVENTEEN’s evolution and rebirth. It marks a bold leap beyond who they were, toward infinite new possibilities.”
