By Lina Irawan 
SEO Keywords: Winwin, SM Entertainment, NCT, WayV, K-pop, C-pop, contract expiration, artist departure, entertainment industry, solo career.
In a significant development for the global K-pop and C-pop industries, Dong Sicheng, professionally known as Winwin, officially announced his departure from SM Entertainment, the prominent South Korean entertainment agency, and consequently from its flagship global boy group NCT and its Chinese sub-unit WayV. The announcement, made public on Thursday, July 9, 2026, at 14:24 WIB, confirmed that Winwin would not be renewing his exclusive contract with SM Entertainment, opting instead to pursue new personal and professional ventures. Following the official statement, Winwin released a heartfelt letter addressed to his dedicated fanbase, expressing gratitude and outlining his hopes for the future, a common practice for idols transitioning out of their established groups and agencies.
Background of Winwin’s Illustrious Career
Winwin’s journey in the entertainment industry began in 2013 when he was scouted by SM Entertainment in his native China. Hailing from Wenzhou, Zhejiang, he quickly became a recognizable trainee within the SM Rookies program, a pre-debut training team for aspiring idols. His captivating visuals and impressive dance skills set him apart, garnering a substantial following even before his official debut.
He made his highly anticipated debut in July 2016 as a member of NCT 127, the Seoul-based unit of NCT, with their inaugural single "Fire Truck." As one of the original seven members of NCT 127, Winwin played a crucial role in establishing the unit’s powerful performance identity. He participated in several NCT 127 releases, including "Limitless" and "Cherry Bomb," showcasing his growth as a performer and contributing to the group’s burgeoning international recognition. His unique blend of ethereal charm and sharp dance moves endeared him to fans worldwide, solidifying his position as a core member during NCT’s formative years.
However, a pivotal shift in his career trajectory occurred in late 2018 when SM Entertainment announced the formation of WayV, a new NCT sub-unit specifically targeting the Chinese market. Winwin was subsequently confirmed as a member of WayV, alongside other Chinese members Kun, Ten, Lucas, Xiaojun, Hendery, and Yangyang. This move signaled a strategic pivot for Winwin, gradually reducing his active participation in NCT 127 activities to focus primarily on WayV’s promotions. WayV officially debuted in January 2019 with the digital EP "The Vision," quickly establishing itself as a formidable force in the C-pop landscape, praised for its sophisticated concepts and strong performance capabilities.
Beyond his group activities, Winwin also ventured into acting, a common aspiration for many idols, particularly those with strong visual appeal and marketability in China. He began taking on acting roles in Chinese dramas, further expanding his individual portfolio and building a personal brand independent of his group affiliations. Notable roles in projects such as "The Shadow" and "Sweet and Cold" showcased his potential as an actor, allowing him to connect with a broader audience and demonstrate a different facet of his artistic talent. These individual endeavors underscored his growing desire to explore diverse creative avenues, foreshadowing his eventual decision to part ways with SM Entertainment.
The Unique Structure of NCT and WayV: A Contextual Understanding
NCT, an acronym for Neo Culture Technology, was launched by SM Entertainment with an innovative and ambitious concept: an "unlimited" boy group with an ever-expanding number of members divided into various sub-units based in different cities around the world. This experimental model aimed to create a truly global idol brand, allowing for flexibility in member line-ups and targeting specific regional markets. NCT 127 focused on Seoul, NCT Dream targeted a younger demographic with a "graduation" system (later revised), and NCT U featured rotational members for specific projects.
WayV, officially known as WeiShenV, holds a unique position within the NCT universe. While conceptually an NCT sub-unit, it operates primarily under Label V, a Chinese-based subsidiary of SM Entertainment, to navigate the complexities of the Chinese entertainment market. This structure allowed WayV to promote and release music specifically tailored for Chinese audiences, often with distinct marketing strategies and localized content. Winwin’s transition from NCT 127 to WayV was a prime example of NCT’s flexible unit system in action, designed to optimize member potential across different markets. However, it also highlighted the logistical and emotional challenges for members who had to shift their focus and adapt to new group dynamics. His departure now marks the first instance of a member leaving SM Entertainment and fully exiting the NCT collective after being part of its original formation and subsequent unit transitions.
The Standard K-pop Contract Landscape and Departures
The K-pop industry is renowned for its rigorous trainee systems and lengthy, often demanding, artist contracts. Historically, these contracts were subject to controversy, with "slave contract" allegations prompting the Korea Fair Trade Commission to issue guidelines in 2009, recommending a maximum contract duration of seven years. This seven-year benchmark has since become a de facto industry standard, with many idols’ initial contracts expiring around this period.
The expiration of a seven-year contract presents a critical juncture for both the artist and the agency. Artists face the decision of whether to renew with their current company, seek new representation, or establish independent careers. Agencies, in turn, must negotiate new terms that satisfy the now-established artist, often involving higher compensation, greater creative control, or more flexibility for individual pursuits. Reasons for non-renewal are varied, ranging from a desire to pursue different artistic paths (e.g., acting, solo music), personal reasons, disagreements over creative direction, or simply seeking a fresh start with a new management team that might offer better opportunities or terms.
SM Entertainment, as one of the "Big 3" entertainment companies, has a long history of managing high-profile artists and, inevitably, experiencing contract expirations and subsequent departures. Over the decades, numerous artists from iconic groups like TVXQ, Super Junior, Girls’ Generation, and EXO have either renegotiated their contracts, left the company, or transitioned to different agencies for solo careers. These instances are a natural part of the lifecycle of any entertainment company and its artists, reflecting evolving career aspirations and industry dynamics. Winwin’s decision aligns with this established pattern, marking another chapter in the complex relationship between K-pop idols and their managing agencies.
Chronology of Winwin’s Journey and Gradual Transition
- 2013: Scouted by SM Entertainment in China, begins training.
- January 2016: Introduced as a member of SM Rookies, SM’s pre-debut training team.
- July 7, 2016: Officially debuts as a member of NCT 127 with the mini-album "NCT #127" and title track "Fire Truck."
- January 2017: Participates in NCT 127’s comeback with "Limitless."
- June 2017: Joins NCT 127 for "Cherry Bomb" promotions.
- October 2018: Participates in NCT 127’s first full album "Regular-Irregular."
- Late 2018: SM Entertainment announces the formation of WayV, with Winwin confirmed as a member. This marks a gradual reduction of his activities with NCT 127.
- January 17, 2019: Officially debuts with WayV with the digital EP "The Vision," focusing on the Chinese market.
- Throughout 2019-2025: Actively promotes with WayV, releasing multiple EPs and albums, establishing WayV’s presence in C-pop. He also begins to take on individual acting roles in Chinese dramas.
- Early 2026: Speculation begins to circulate regarding Winwin’s contract expiration with SM Entertainment, as his initial seven-year contract (plus potential extensions for WayV activities) approaches its natural conclusion.
- July 9, 2026, 14:24 WIB: SM Entertainment officially announces Winwin’s departure from the company, NCT, and WayV, confirming that his exclusive contract has concluded and will not be renewed.
- Shortly After Announcement: Winwin releases a personal letter to fans, expressing gratitude and discussing his future plans.
SM Entertainment’s Official Stance and Winwin’s Farewell
In line with standard industry practices for such announcements, SM Entertainment’s official statement regarding Winwin’s departure was concise and professional. While specific wording was not immediately detailed beyond the initial report, it is expected that the agency’s communication would affirm the mutual agreement to conclude the contract, express gratitude for Winwin’s contributions during his tenure, and wish him success in his future endeavors. Such statements typically reassure fans about the continued activities of the remaining members of WayV and NCT, emphasizing the agency’s commitment to their ongoing careers. There would likely be no explicit mention of reasons for non-renewal beyond the natural expiration of the contract, respecting the privacy of the artist’s decision.
Winwin’s farewell letter to fans, however, offered a more personal and emotional insight into his decision. While the full content of the letter has not been detailed in the initial reports, it is common for such messages to convey deep gratitude to fans for their unwavering support, to his fellow members for the shared journey and camaraderie, and to the company for the opportunities provided. Winwin’s letter is anticipated to reflect on his time with NCT and WayV, acknowledging the significant milestones and memories created. Crucially, it would likely express his excitement for the future, signaling a desire to embark on new challenges and explore his artistic potential independently. This direct communication with fans serves as a bridge, allowing the artist to maintain connection and solicit continued support for his solo career.
Fan Reactions and Online Discourse
The announcement of Winwin’s departure immediately ignited a fervent discussion across various online platforms, fan forums, and social media channels globally. Fan reactions were predictably mixed, reflecting a complex range of emotions. Many expressed profound sadness and regret over his exit, mourning the end of an era and the departure of a beloved member who had been with NCT since its early days. Sentiments like "I’ll miss him in WayV" and "NCT won’t be the same" were prevalent.
However, a significant portion of the fanbase also conveyed understanding and strong support for Winwin’s decision. Many acknowledged his growing interest in acting in China and expressed wishes for his success in his chosen new path. Phrases such as "I’ll support Winwin wherever he goes" and "His happiness comes first" were common, highlighting the mature and respectful stance of many fans towards an idol’s personal career choices. Discussions also focused on the future of WayV as a six-member group and the broader implications for the NCT system, indicating a collective processing of this significant change within the fandom.
Industry Analyst Perspective: Implications for SM and the K-pop Market
Industry analysts view Winwin’s departure as a multi-faceted event with implications for SM Entertainment, the NCT brand, and the broader K-pop and C-pop markets. From SM’s perspective, while the loss of a popular member is never ideal, it is an expected part of the business cycle, especially for groups with long tenures. The company’s ability to manage such transitions smoothly, reassuring investors and fans about the stability of its remaining assets, is crucial. Analysts suggest that SM has a robust pipeline of new talent and established artists, mitigating the long-term impact on its overall revenue streams. However, it also highlights the ongoing challenge of retaining high-profile talent, particularly Chinese members who often find lucrative opportunities in their home market.
For the K-pop market at large, Winwin’s exit serves as another case study in the evolving relationship between idols and agencies, particularly concerning artists from different cultural backgrounds. The trend of Chinese members of K-pop groups eventually returning to China to pursue solo careers or acting endeavors has been observed multiple times across various agencies. This reflects the immense size and potential of the Chinese entertainment market, which often offers different kinds of opportunities and greater creative freedom for established artists. Winwin’s move further reinforces this pattern, signaling a strategic shift for artists to leverage their K-pop generated fame into broader, often more financially rewarding, careers in China.
Impact on WayV’s Future
Winwin’s departure undeniably marks a significant change for WayV. As a foundational member since its debut in 2019, his presence, unique vocal color, and performance style have been integral to the group’s identity. The group will now continue as a six-member unit, comprising Kun, Ten, Xiaojun, Hendery, and Yangyang.
The immediate impact will likely involve adjustments to WayV’s choreography, vocal distribution, and overall stage formations for upcoming releases and performances. Label V, SM’s Chinese subsidiary managing WayV, will need to strategically recalibrate the group’s dynamics to ensure a seamless transition. While the loss of a member can sometimes lead to initial instability, strong groups often adapt by highlighting the strengths of the remaining members and forging a new collective identity. WayV has a strong and dedicated fanbase, particularly in China, which will be crucial in supporting the group through this change. Future concepts and musical direction may evolve to reflect the new six-member configuration, but the core identity and commitment to delivering high-quality C-pop are expected to remain.
Winwin’s Future Prospects
For Winwin, this departure signifies a new chapter filled with both immense opportunity and significant challenges. As an independent artist, he gains full creative control over his career choices, allowing him to more fully explore his passion for acting, potentially delve into solo music, or engage in other creative projects without the constraints of a large agency’s schedule or group commitments. His established fanbase from NCT and WayV, combined with his growing recognition as an actor in China, provides a strong foundation for his solo endeavors.
However, operating independently or under a new, potentially smaller agency, also comes with its own set of hurdles. He will be responsible for building his own team, managing his brand, and navigating the competitive entertainment landscape in China. The absence of SM Entertainment’s vast resources, marketing power, and global network will require him to forge new connections and strategies. Nevertheless, his existing popularity and demonstrated talent across music and acting position him favorably to carve out a successful and multifaceted career in the Chinese entertainment industry.
Broader Implications for NCT and SM Entertainment
Winwin’s departure is a reminder of the inherent complexities and transient nature of large, multi-unit idol groups like NCT. While the NCT system was designed for flexibility, allowing members to move between units, a full exit from the entire collective after many years highlights the personal decisions that ultimately shape an idol’s career. For the broader NCT brand, it underscores the reality that while the concept is "unlimited," individual members’ journeys are not. This event may prompt further discussions within the fandom and industry about the long-term sustainability and evolution of such an ambitious group model.
For SM Entertainment, Winwin’s departure is a testament to the ongoing cycle of talent acquisition, development, and eventual transition. The company’s strategic focus will remain on fostering its remaining artists, including the rest of WayV and the diverse units of NCT, while continuing to scout and debut new talent. The agency’s ability to navigate these changes gracefully and maintain its market leadership will be key in the competitive global entertainment landscape.
In conclusion, Winwin’s decision to part ways with SM Entertainment, NCT, and WayV marks a significant moment in his career and for the groups he helped define. While it brings an end to one chapter, it opens another, promising new artistic explorations for Winwin and necessitating adaptation for the remaining members of WayV. This event underscores the ever-evolving dynamics of the K-pop industry, the personal aspirations of its idols, and the strategic shifts within major entertainment agencies. The industry will keenly watch Winwin’s next steps and how WayV continues its journey as a reconfigured, yet resilient, force in the C-pop world.
