SEVENTEEN Set to Release New Album 'HAPPY BURSTDAY' with Engaging Storytelling
The popular K-pop group SEVENTEEN (에스쿱스, 정한, 조슈아, 준, 호시, 원우, 우지, 디에잇, 민규, 도겸, 승관, 버논, 디노) is generating buzz with their captivating promotional campaign that highlights strong storytelling. They are set to release their fifth studio album, 'HAPPY BURSTDAY', on May 26 at 6 PM KST. The album title combines the word 'Birthday', symbolizing a celebration, with 'Burst', which signifies explosion, emergence, and new beginnings, reflecting their commitment to a fresh start as a group.
Previously released concept teasers and photos for 'NEW ESCAPE', 'NEW MYSELF', and 'NEW BURSTDAY' have effectively captured their transformation journey. The narrative includes elements of voluntary disappearance to break free from their familiar selves, secret self-reinvention, and an emotional rebirth party to commemorate this change.
Each piece of content is filled with intricate details that enhance the viewing experience. Fans can find various Easter eggs, such as messages exchanged between members before their departure, a redesigned team ring symbolizing their rebirth, and makeup representing scars that signify their determination to persevere despite challenges.
On April 28, SEVENTEEN unveiled a trailer that showcased their strong resolve to embrace challenges. This interactive video presents two different endings, conveying the message that while embracing challenges can ignite new beginnings, succumbing to fear may extinguish even the smallest future possibilities.
A short-form series shot from the perspective of their fandom, CARAT, adds to the intrigue. It follows the journey of a CARAT who receives an invitation to a party, encounters SEVENTEEN's intentional disappearance and self-reinvention, and discovers a new team ring. In response, the members have shared voice messages on social media, expressing sentiments like "WE ARE NEW SEVENTEEN" and "Please celebrate the new SEVENTEEN with us," heightening anticipation for the upcoming release.
Pledis Entertainment stated, "'HAPPY BURSTDAY' is an album that transcends SEVENTEEN's past, marking a transformation and celebrating their rebirth. We hope for much interest and excitement regarding SEVENTEEN's new possibilities."
Additionally, SEVENTEEN will hold a listening event from May 17 to 21 at Listening with Friends in Yongsan, Seoul, where fans can experience a highlight medley of the new album. The venue will feature an immersive sound system, allowing attendees to enjoy snippets of the new tracks in vivid detail.
