SEVENTEEN Reborn with Striking Visual Transformation

(Xportsnews' Jang In-young) SEVENTEEN has officially begun a dramatic reinvention.

On May 8, SEVENTEEN released the final concept installment for their fifth full-length album HAPPY BURSTDAY, titled NEW BURSTDAY, via the group’s official social media channels. The rollout included a concept teaser, 62 concept photos, and 12 short films.

The teaser introduces reimagined portraits of each member, styled as if they’ve been "reborn" through self-modification. Below each face is a code combining the member’s birthdate with “250526” — referencing May 26, 2025, the date of their 10th anniversary rebirth — drawing intrigue from fans and viewers alike.


 

The concept’s daring aesthetic is especially eye-catching. Members appear with bold hair colors — including pink, red, and platinum blonde — alongside dramatic makeup and edgy accessories, exuding a provocative, rebellious aura. Scars across their faces symbolize the remnants of their transformation, while the intense gaze in the front-facing portraits conveys a resolute determination to push forward, even if it means facing pain.

This spirit of rebirth is amplified by a vibrant, party-like setting reminiscent of a cult film. The concept films further immerse viewers in the group's new persona, featuring high-octane sequences filled with fiery visuals, intense soundscapes, and kinetic action, all contributing to an atmosphere of emotional intensity.

SEVENTEEN’s fifth studio album HAPPY BURSTDAY is scheduled for release on May 26 at 6 PM KST. In the lead-up, the group will unveil the tracklist on May 13, a highlight medley on May 16, and two official teasers on May 23 and 24. Additionally, SEVENTEEN will celebrate their 10th debut anniversary with a three-day event, B-DAY PARTY, from May 23 to 25, culminating in the BURST Stage performance at Seoul’s Jamsu Bridge on May 25.

 

Original Korean article by Jang In-young, Xportsnews reporter

Photo credit: PLEDIS Entertainment

Disclaimer:This article is a translated version of the original Korean article published by Xportsnews. AI was used to support the translation process, and while efforts have been made to ensure accuracy, some expressions may differ slightly from the original.