A rising K-pop group, NCT WISH, is redefining social media engagement and setting new benchmarks for short-form video content, earning them the inaugural “Best Social Content” award at the D Awards. The group’s success highlights a shift in how K-pop artists connect with fans, leveraging platforms like YouTube Shorts, Instagram Reels and TikTok to cultivate a dedicated global following.
NCT WISH recently achieved a milestone with a short-form video, dubbed “cham cham cham,” surpassing 100 million views on their official YouTube channel. This marks the first time a K-pop male idol group’s official SNS short-form video has reached this level of engagement. The video, released in August 2024, features members playfully attempting a game while avoiding falling into a pool, showcasing their chemistry and lighthearted personalities.
The group’s ability to dominate the short-form video landscape extends beyond YouTube. Their presence is strongly felt on Instagram and TikTok, where they consistently release diverse content, including dance covers, meme challenges, and behind-the-scenes glimpses into their activities. This multi-platform strategy allows NCT WISH to reach a wider audience and maintain consistent engagement.
NCT WISH’s influence isn’t limited to content creation; they are also proving to be trendsetters. The group demonstrates a keen ability to identify emerging trends before they become mainstream, integrating them into their content with a unique and positive energy. This “foresight,” combined with the individual charisma of each member, has proven to be a winning formula, resonating strongly with Gen Z audiences.
The increasing importance of social media and direct fan interaction has prompted the D Awards to introduce the “Best Social Content” category, with NCT WISH being the inaugural recipient. The group expressed gratitude for the recognition, stating that actively seeking out and sharing engaging videos, as well as encouraging each other, is key to their success. They pledged to continue their efforts to connect with fans and embody the “Gen Z icon” label.
Beyond social media accolades, NCT WISH also received the “Best Song” award at the D Awards for their track “poppop,” further solidifying their position as a rising force in the K-pop industry. The awards ceremony acknowledged the group’s rapid growth and impact within the music scene.
NCT WISH’s success is particularly notable given their relatively recent debut. Formed as a sub-unit of the larger NCT group, NCT WISH boasts an average age of 18.3 years, positioning them squarely within the Gen Z demographic. This allows them to authentically connect with younger audiences, understanding and reflecting their preferences and values.
The group’s debut song, “WISH,” and the associated challenges launched around it played a significant role in attracting international attention. Their willingness to reinterpret popular music and performance videos, coupled with their embrace of internet memes, has further broadened their appeal. They have released over 230 short-form content pieces on their official social media channels since their promotional debut on January 18th, establishing a distinct and vibrant identity.
In , NCT WISH celebrated their first anniversary, reflecting on their achievements and expressing gratitude to their fanbase, known as Czennies. Members highlighted the growth they’ve experienced both individually and as a team, emphasizing the importance of their connection with fans. They also expressed a commitment to delivering high-quality music and performances in the future.
The group’s achievements in were further underscored by reports of record-breaking album sales. Their second mini-album, ‘poppop,’ sold over 1.33 million copies, surpassing their debut album ‘Steady’ and setting a new record for album sales among artists debuting after 2024. The album topped QQ Music’s K-pop chart for two weeks and achieved significant milestones on Apple Music, YouTube, and AWA Japan.
NCT WISH’s success extends to live performances as well. Their Asia Tour LOG IN, spanning 13 shows across 8 countries – including Seoul, Macau, Hong Kong, Manila, Singapore, Taipei, Jakarta, and Bangkok – sold out completely. Combined with their 2023 Japan pre-debut tour, the group has completed 62 shows across 28 regions in under two years, a remarkable feat for a relatively new act.
The group’s “WISH-core” aesthetic – described as sparkly, emotional, and youthful – is also influencing both fans and brands, solidifying their status as cultural trendsetters. Their ability to translate this aesthetic into engaging short-form content is a key driver of their success.
