SEVENTEEN marks its monumental 10th anniversary with a three-day celebration at Seoul’s Sevit Island, blending heartfelt nostalgia, massive fan engagement, and a powerful new chapter ahead of their full-scale enlistment era. The event, held from June 23 to 25, draws not only dedicated Carats but also the public, retracing SEVENTEEN’s 10-year legacy while previewing what’s to come with their 5th studio album HAPPY BURSTDAY, dropping on June 26.

In an emotionally charged yet festive atmosphere, SEVENTEEN’s B-DAY PARTY isn’t just another fan event — it’s a full-circle tribute to a decade of music, growth, and unshakable fan bonds. The SEVENTEEN History Zone, set up around the scenic Sevit Island, guides visitors through their humble debut days to arena tours and cultural milestones. The inclusion of the Interactive Message Zone allows fans to pen heartfelt messages, while the Merch Zone stirs both nostalgia and hype with limited-edition items and official cheering sticks from their upcoming release.

This milestone is especially poignant as the group edges into the gunbaekgi (military service era). With members like Jeonghan and Wonwoo already serving in alternative military service, and Hoshi and Woozi set to enlist soon, the anniversary takes on the tone of both celebration and temporary farewell.

Capping off the three-day spectacle is SEVENTEEN’s one-of-a-kind concert on the Hangang’s submarine bridge — a K-pop first. With 6,000 fans seated directly on the bridge and an additional 24,000 experiencing the show via LED relay screens at surrounding zones like the Yebeot, Standing, and Picnic areas, the scale is as ambitious as the group’s career itself.

This performance isn’t just a flex of SEVENTEEN’s popularity — it’s a symbol of their willingness to reimagine fan experiences. Performing on a bridge, both metaphorically and literally, the group is standing at a crossing: from their idol youth to a more mature, enduring legacy. It’s a visual metaphor for their transition into the next chapter, one that includes military service, solo growth, and long-term endurance.

“HAPPY BURSTDAY”: An Album for the Fans

The post-event release of SEVENTEEN’s 5th full-length album HAPPY BURSTDAY on June 26 adds deeper resonance to the celebration. The album includes:

• Title track “THUNDER”,
• Group songs like “HBD” and “Bad Influence”,
• And, for the first time ever, solo tracks from all 13 members.

This format not only showcases the group’s individual artistry but also serves as a heartfelt parting gift before the military hiatus begins. It feels like SEVENTEEN is telling their fans: “You’ve supported us as a team — now see us as individuals too.”

The anniversary isn’t limited to Sevit Island. The group’s colors, rose quartz and serenity, now bathe major Seoul bridges, while the message “SEVENTEEN WILL CHALLENGE ETERNITY” wraps Hive’s building in symbolic permanence. In parallel, outdoor billboards, themed zones, and photo spots have popped up in major cities like Busan, Daegu, Gwangju, and internationally in tourist hubs across Japan, China, and the U.S.

This city-wide (and global) branding shows that SEVENTEEN isn’t just a K-pop group — they’re a cultural brand. Their 10-year mark is being etched into literal infrastructure, signaling that they’ve crossed over from pop idols to icons.

SEVENTEEN’s 10th anniversary is more than just a milestone — it’s a sendoff, a thank-you, and a promise all at once. With the group preparing for the challenges of enlistment, the B-DAY PARTY and HAPPY BURSTDAY album work together to remind fans that while SEVENTEEN may pause, they are far from finished.