Seventeen Commemorates 10th Anniversary with ‘Challenge Eternity’ Campaign
As Seventeen marks its 10th debut anniversary, the iconic K-pop group has launched an ambitious message of commitment and evolution—“SEVENTEEN WILL CHALLENGE ETERNITY”—now boldly displayed on the exterior of Hybe headquarters in Yongsan, Seoul. Installed by Pledis Entertainment, the message symbolizes the group’s unbreakable bond with their global fanbase, known as Carat, and aims to immortalize their shared journey.
The visual installation on the Hybe building reflects Seventeen’s determination to transcend time and continue evolving artistically. This limited-time wrapping will remain on display until May 31, serving as both a tribute to past achievements and a pledge toward everlasting unity with fans.
At a recent fan meeting held at Incheon Munhak Stadium in March, the group emphasized their enduring vision, stating, “We’re confident Seventeen will always remain together—with the strength of Carats cheering us on, we’ll run towards eternity.”
This message also foreshadows themes from their upcoming 5th full-length album, ‘HAPPY BURSTDAY’, set to release on May 26. The album explores personal reinvention and metaphorical rebirth, highlighting Seventeen’s continuous evolution over their decade-long career. Through it, they aim to take a definitive step closer toward immortality in the K-pop landscape.
To honor the milestone, the nearby Han River Park has been transformed into an immersive photo zone, featuring a dedicated photo wall and themed installations inspired by the new album. Fans worldwide have been flocking to the area, capturing celebratory moments and sharing them across social media, amplifying the festive mood.
The centerpiece celebration, a large-scale offline event called ‘B-DAY PARTY’, kicks off on May 23 at Sevit Islets in Seoul. The venues—Chavit, Gavit, and Yebit—have been converted into interactive fan spaces like “Seventeen History Zone,” “Puzzle Seventeen,” “Interactive Art Zone,” and more. Inside, fans can watch exclusive music video screenings and exchange photo cards after completing a stamp tour.
On May 25, just before the album drops, the event reaches its climax with ‘B-DAY PARTY: BURST Stage @ Jamsugyo Bridge’. Accessible both in person and via live stream through Hybe Labels YouTube, Weverse, and Naver Chijijik, the spectacle promises unmatched hype with LED installations and bridge-top audience seating, establishing a new benchmark for K-pop fan experiences.
