NCT 127 continues to engage in diverse collaborations.
According to their agency SM Entertainment, the K-pop group has been running promotional campaigns utilizing outdoor advertising, search services, delivery products, and language learning platforms surrounding the release of their seventh studio album BLINGY on August 24.
The group has set up outdoor advertisements in 13 cities across South Korea, the United States, and China. Their title track “BLINGY” music video is being showcased on electronic billboards at prominent locations including Seoul’s Shinsegae Department Store, Seoul Station, New York’s Times Square, and in Tokyo and Osaka, Japan.
An interactive feature has been implemented on Google search. When users search for NCT 127, the album logo appears. Clicking on it triggers green fireworks shaped like the number 127, with a real-time tally of user-generated hearts.
The pop-up event Neo Lost and Found Center, operated by Musinsa, concluded on September 1 in Seoul’s Seongsu-dong. Similar events are scheduled for Shanghai (September 30 – October 11), Tokyo (October 16 – November 1), and Bangkok (October 28 – November 7).
In a buzz-generating move, Duolingo’s mascot Duo participated in a dance challenge video with the NCT 127 members.
The new album BLINGY features nine tracks, including the title song. This hip-hop track blends distorted synthesizers, drum beats, and chanting choruses, with member Taeyong contributing to the choreography.
NCT 127, which debuted on July 7, 2016, is NCT’s Seoul-based unit comprising Johnny, Taeyong, Yuta, Doyoung, Jaehyun, Jungwoo, and Haechan. Currently, Doyoung and Jungwoo are fulfilling their mandatory military service. Over the past decade, the group has captivated audiences with their unique neo sound and powerful performances, releasing hit tracks like “Fire Truck”, “Cherry Bomb”, “Touch”, “Superhuman”, “Sticker”, “2 Baddies”, “Fact Check”, and “Ay-Yo”.
