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