SEVENTEEN lights up Seoul with 10th anniversary extravaganza
Seoul, South Korea – South Korean boy band SEVENTEEN turned the capital into a vibrant K-pop festival over the weekend, drawing nearly 100,000 fans to celebrate the group's 10th anniversary in spectacular style.
The large-scale event, dubbed 'B-DAY PARTY', unfolded across three days around the Seom Sevit islets and Jamsu Bridge in Seoul's Seocho District, blending exhibitions, live performances, and immersive fan experiences.
Despite soaring early summer temperatures on Sunday, the final day of festivities, fans swarmed the venue — many clad in SEVENTEEN's signature rose and soft blue colours, waving official light sticks and singing along to the group's hits.
Among them were international fans like Samantha from Canada, who said, 'I've been a fan of SEVENTEEN for six to seven years. It's surreal to be here celebrating. I love everything they do and will always support them.' Another attendee, Bree, travelled from California to Seoul just for the celebration. 'I've been a CARAT since day one,' she said, referring to SEVENTEEN's fandom. 'I just had to come!'
Organised by Pledis Entertainment, a HYBE Labels subsidiary, the event featured a 'SEVENTEEN History Zone', an interactive message wall, exclusive merchandise booths, and even a commemorative photo card exchange system for fans who completed a stamp tour of the venue.
Brands endorsed by the group, including Bibigo and NARS, joined the celebration with dedicated booths that added to the lively atmosphere.
Historic Performance on the Han River
The highlight of the weekend came on Sunday evening with the 'BURST Stage @Jamsu Bridge', making SEVENTEEN the first K-pop act to perform on the Han River. The concert was streamed live to audiences at Banpo Hangang Park and broadcast globally via multiple platforms, including YouTube, Weverse and ZEPETO.
According to organisers, all major events, including the concert and fan pop-ups, were fully booked within minutes of reservations opening. Fans from 138 countries — spanning the US, Japan, China, the Philippines, Singapore, and beyond — accessed the official site to secure their place in the celebrations.
A Month-Long Celebration Across Seoul
Even after the weekend, the celebration continues. Seventeen-themed installations will remain across Seoul through June, with bridges over the Han River illuminated in tribute to the band. HYBE's headquarters in Yongsan is also showcasing a giant banner that reads 'SEVENTEEN WILL CHALLENGE ETERNITY.'
SEVENTEEN-themed ads have also appeared in major South Korean cities, including Busan, Daegu, and Daejeon, as well as internationally in the US, Japan and China.
New Album Release Set for 26 May
Capping the celebration, SEVENTEEN will release their highly anticipated fifth studio album, 'HAPPY BURSTDAY,' at 6 p.m. on 26 May. The album features the lead track 'THUNDER', group songs such as 'HBD' and 'Bad Influence' — the latter produced by global hitmaker Pharrell Williams — along with solo tracks from each of the group's 13 members.
As the group marks a decade at the top of the K-pop world, SEVENTEEN's message is clear: they're not slowing down — they're just getting started.
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