NCT WISH continues comeback with ‘WISH LAND’, from online to Seongsu pop-up

NCT WISH is announcing the release of their fourth mini album ‘I SPY’ with a promotion that encompasses both online and offline spaces. The album will be released on the 12th at 6 PM, marking their comeback six months after their first full-length album ‘Ode to Love’ released last April. It contains a total of six songs, including the title track of the same name. In this new album, the members are expected to face various emotions and show a more grown appearance. The space that penetrates the album's concept and promotion is ‘WISH LAND’. A schedule has been prepared where fans can participate directly online, leading to the comeback showcase held at Korea University Hwajeong Gymnasium in Seoul and the Seongsu pop-up.

‘WISH LAND’, where fans connect directly

NCT WISH has opened ‘WISH LAND’, which encompasses the overall concept and promotion of this album. It is structured in a way where the members become the administrators of this world and fans connect and participate directly. Rather than just unilaterally releasing album content, it allows fans to search for and experience ‘I SPY’ within the online space. The promotion is conducted by dividing it into online and offline, designed so that fans can feel as if they are with the members in either reality or online.

At the center of the online space is a Discord server. Here, chats and memes configured to look like the members' actual conversations have been released, and behind-the-scenes photos connecting to teaser images have also been uploaded. By placing configurations that evoke the members' conversations and photos reminiscent of teasers in one space, fans are encouraged to explore content related to ‘I SPY’ themselves. ‘WISH LAND’ continues content before the album release, centering on this online participation.

Expanding participation through name compatibility and phone calls

In addition to Discord, the promotion includes events where fans can experience creating results themselves or feeling as if they are contacting the members. A name compatibility site was utilized so fans could create compatibility with the members' names themselves, and a phone call promotion was also conducted. The phone call event was designed to convey the feeling of contacting the members directly. Both events are methods where fans do not just watch the content but directly input information or participate.

NCT WISH also opened and shared an official account on Pinterest, a global Gen Z platform. From Discord chats and behind-the-scenes photos to name compatibility, phone calls, and the Pinterest account, the forms of online promotion are composed of various branches. Each piece of content connects to spaces where fans can check posts related to the album and participate. In this promotion, fans can encounter the album in a way that goes beyond consuming ‘I SPY’ content to participating in the comeback preparation process. The elements released online under the name ‘WISH LAND’ led to events before the comeback.

Bus advertisements passing Korea University Hwajeong Gymnasium and the showcase

Offline, the comeback news was announced through wrapped buses and bus stop advertisements. The phrases on the wrapped buses are ‘Huh? We made eye contact’ and ‘Since we made eye contact, today is day one’. The bus advertisements were not limited to operating within Seoul, but were mainly placed on major routes passing the Korea University Hwajeong Gymnasium where this comeback showcase is held. Along with bus stop advertisements, the schedule was set so that the comeback news could be encountered even while moving.

NCT WISH held a comeback showcase at Korea University Hwajeong Gymnasium in Seoul on the 10th and 11th. Following the online promotion held before the album release, it was a place for fans to encounter the new song on-site. Bus advertisements announcing the comeback were placed on routes passing the showcase location, and the showcase was held at that location. The fan participation content continued from online and the on-site events were included in the schedule before the release.

Album promotion continuing with the Seongsu pop-up

The ‘WISH LAND’ promotion continues even after the showcase. From the 14th to the 24th, NCT WISH will hold a pop-up to celebrate the release of their 4th mini album ‘I SPY’ at Trendpot by Olive Young N Seongsu in Seongdong-gu, Seoul. The name of the pop-up is ‘WISH LAND’, the same as the online promotion. They plan to decorate the exterior wall of the building with large-scale wrapping using the new album's visuals, and prepare various photo zones and special MD inside.

The pop-up will operate as an offline space where fans can visit and participate to celebrate the album release. The exterior wrapping will apply the visuals of the new album, and visitors can leave photos at the photo zones inside. Special MD will also be prepared. The participation methods that started online, such as Discord, the name compatibility site, and the phone call promotion, continue through the Korea University Hwajeong Gymnasium showcase to the Seongsu pop-up. The pop-up will run from the 14th to the 24th, and NCT WISH will unfold comeback promotions using ‘WISH LAND’ before and after the album release.

NCT WISH's fourth mini album ‘I SPY’ will be released on the 12th at 6 PM. The album includes 6 songs, including the title track ‘I SPY’. The showcase and Seongsu pop-up are scheduled to proceed according to the plans starting on the 11th and 14th, respectively.

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