NCT Wish is capturing the Gen Z audience and leading trends with a clever strategy.
NCT Wish (Shion, Yushi, Riku, Sakuya, Ryo, Jaehee) has captivated Gen Z just two years after their debut. Unlike NCT’s characteristic ‘neo’ style, NCT Wish wins over fans with adorable and kitschy charms, establishing itself as the ‘taste-sniper’ idol for Gen Z. Their unique sensibilities, Gen Z-friendly promotions, and agile trendsetting have made them a favorite. As they approach their second debut anniversary on the 21st, how did NCT Wish become an algorithm favorite?
◆ ‘WISH Sensibility’ Appeals to Teens
NCT Wish gained popularity with their fresh and dreamy vibe, utilizing kitschy Y2K props like stars and wings. Known as ‘WISH-core,’ this refreshing image sparked strong reactions among Gen Z. They effectively utilized a lively and cute concept, rare for boy bands, establishing a unique sensibility for the group. Their covers of girl group songs such as ‘Kissing You,’ ‘TT,’ and ‘Listen to My Story’ brought smiles and enthusiastic responses from fans.
NCT Wish maximized the brand’s strengths in their performances. Their fan meeting, set for two sessions on the 21st at the Jamsil Indoor Gymnasium in Seoul, has a striking title: ‘It’s a problem if six princes propose to me.’ This fan meeting adopts the ‘romance fantasy novel’ concept popular with Gen Z, intending to provide a magical day that fulfills fans’ wishes and fantasies. It sold out during pre-sale, demonstrating its strong appeal.
◆ ‘Gen Z Tailored’ Comeback
NCT Wish also received positive responses through participatory offline events. When new albums are released, they offer a space for fans to participate in person and capture memories with photos and videos. With Gen Z actively sharing on social media, these experiential contents quickly gained traction.
In April of last year, to celebrate the release of their second mini-album ‘poppop,’ a special offline event titled ‘poppop in the bubble’ was held at Incheon Songdo Moonlight Festival Park. The venue featured bubble domes visualizing the album’s lively atmosphere, offering fans a unique experience. Later in September, an offline event titled ‘NCT WISH COLOR PALETTE’ was held at COEX Square in Seoul, commemorating the release of their third mini-album ‘COLOR,’ and featured guestbook zones for supportive messages and various photo zones. NCT Wish expanded ‘comeback’ into a ‘participatory project,’ building a Gen Z-friendly approach.
◆ ‘Algorithm Pick’: Leading with Reels & Short-Form Content
NCT Wish’s influence is prominent on platforms like YouTube Shorts, Instagram Reels, and TikTok, key channels for Gen Z. Through these trendy platforms, NCT Wish produces content that is not just promotional but also engaging and shareable, thus leading trends.
On the 8th, NCT Wish’s ‘Chamchamcham’ Shorts video, uploaded last August, surpassed 100 million views, marking it as the first among K-pop male idols’ official accounts. Additionally, their ‘Adungbadoong’ Reels content was spotlighted by Instagram’s official account as the trendiest Reels, generating significant buzz.
Their success in riding the algorithm-friendly wave stems from choosing addictive content and executing it well. They quickly identify challenges and reinterpret them with their charm, creating easy-to-follow and enjoyable content. Attention is now focused on how far NCT Wish will expand its influence, garnering both Gen Z’s support and the algorithm’s selection.
Image source: Xportsnews, SM Entertainment
