Seoul, South Korea – In a significant development reverberating across the global K-pop landscape, Dong Sicheng, professionally known as Winwin, has officially concluded his exclusive contract with SM Entertainment. The announcement, made on Thursday, July 9, 2026, confirmed his departure from the highly popular K-pop boy group NCT and its China-focused sub-unit, WayV. Following the news, Winwin took to official channels to share a heartfelt farewell letter with his devoted fanbase, expressing gratitude and outlining his future aspirations, marking a pivotal moment in his career and for the respective groups.
The news was disseminated through official channels, confirming what industry observers had speculated for some time regarding the contract status of the Chinese idol. Winwin, a prominent figure known for his distinctive dance style and charismatic presence, had been a member of NCT since its inception in 2016 and a founding member of WayV, which debuted in 2019. His departure signals the end of an era for both the artist and the groups he helped define, prompting widespread discussions among fans, media outlets, and industry analysts about the future trajectories of all parties involved.
The Journey of Dong Sicheng: From Rookie to K-Pop Star
Winwin’s journey in the competitive world of K-pop began when he was introduced as part of SM Rookies, a pre-debut training team under SM Entertainment, in 2016. Hailing from Wenzhou, Zhejiang, China, his classical Chinese dance background quickly made him a standout prospect. He officially debuted with NCT U, one of NCT’s rotational units, in April 2016, featuring in the group’s "The 7th Sense" and "Without You" promotions. Later that year, in July 2016, he became a core member of NCT 127, the Seoul-based fixed unit of NCT, participating in their debut with "Fire Truck" and subsequent releases like "Limitless" and "Cherry Bomb." His initial years were marked by rigorous training and an intense schedule, contributing to NCT 127’s rising prominence in the K-pop scene.
However, a significant shift in his career trajectory occurred in late 2018 when SM Entertainment announced the formation of WayV, a new sub-unit of NCT primarily targeting the Chinese market. Winwin was announced as one of its seven members, alongside Kun, Ten, Lucas, Hendery, Xiaojun, and Yangyang. WayV officially debuted in January 2019 with the EP "The Vision," featuring the Chinese version of NCT 127’s "Regular." This move saw Winwin primarily focusing on WayV’s activities, which included extensive promotions in China, releasing albums such as "Take Off," "Take Over the Moon," and "Awaken the World." While still technically part of the overarching NCT brand, his participation in NCT 127’s activities gradually diminished, reflecting the strategic intent to leverage his appeal in the burgeoning Chinese entertainment industry. In recent years leading up to 2026, Winwin had also begun exploring individual ventures, including acting roles in Chinese dramas and appearances on local variety shows, indicating a broadening of his professional scope beyond traditional K-pop idol activities. These individual endeavors were often perceived by fans and industry observers as early indicators of his desire to cultivate a more independent career path, potentially leading to the non-renewal of his long-term contract with SM Entertainment.
The Contractual Landscape and Shifting Tides
The conclusion of Winwin’s contract in 2026 aligns with a common phenomenon in the K-pop industry where artists’ initial contracts, typically lasting seven years, come up for renewal. While Winwin debuted with NCT U in 2016, his WayV activities commenced in 2019, suggesting either a staggered contract structure or a more recent contract renewal that has now run its course. For many idols, this seven-year mark represents a crucial juncture where they assess their careers, future aspirations, and the terms offered by their agencies. It’s a period often fraught with uncertainty, leading to either contract extensions, renegotiations, or, as in Winwin’s case, a decision to part ways.
SM Entertainment, one of the "Big 3" entertainment companies in South Korea, has a notable history with Chinese members within its groups. Over the past two decades, several prominent Chinese artists have debuted under SM, only to eventually depart to pursue careers in their home country. Notable examples include Hangeng from Super Junior, and Kris, Luhan, and Tao from EXO. These precedents highlight a recurring pattern: the immense market potential of China often draws artists back, driven by cultural familiarity, language advantages, and potentially more lucrative solo opportunities within the C-pop industry. The "One-China Policy" in entertainment, coupled with the rapid growth of the Chinese domestic market, provides a compelling alternative for artists seeking greater creative control and a direct connection with a massive audience. Winwin’s decision can be seen as another instance fitting into this broader trend, underscoring the dynamic interplay between the South Korean and Chinese entertainment industries and the evolving career paths of transnational idols. The challenges of managing a global career from a South Korean base, particularly for artists with strong cultural ties to China, often culminate in such decisions when contract renewal periods arrive.
Official Confirmation and Winwin’s Farewell
On the afternoon of July 9, 2026, SM Entertainment released an official statement confirming Winwin’s departure. The statement, characteristically brief and formal, acknowledged the expiration of his exclusive contract. "After extensive discussions with Winwin regarding his future activities and career direction, both parties have mutually agreed to conclude his exclusive contract with SM Entertainment," the statement read. "We express our sincere gratitude to Winwin for his dedicated contributions to NCT and WayV over the years and wish him the very best in his future endeavors. We ask for continuous support and encouragement for Winwin as he embarks on this new chapter." This type of statement is standard practice in the K-pop industry, aiming to provide clarity while maintaining an amicable tone during high-profile artist departures.
Shortly after SM Entertainment’s announcement, Winwin personally addressed his fanbase through a heartfelt letter posted on various social media platforms. Penned in both Korean and Chinese, the letter offered a profound insight into his emotional state and his hopes for the future. "To my beloved WayZenNi and NCTzens," he began, using the official fandom names for WayV and NCT respectively. "After much deliberation, I have decided to embark on a new journey. My exclusive contract with SM Entertainment has concluded, and with it, my time as a member of NCT and WayV." He expressed deep gratitude for the unwavering support he received from fans worldwide, acknowledging their role in his growth and success. "The past years have been filled with unforgettable memories, laughter, challenges, and immense love. I am eternally grateful to my members, the SM staff, and most importantly, all of you who stood by me through thick and thin." Winwin also reassured his fans that this decision was made with careful consideration for his long-term aspirations. He hinted at pursuing diverse opportunities, particularly within the acting field and exploring new artistic expressions, while reiterating his commitment to continuing to showcase his talents. "This is not a goodbye, but a new beginning. I promise to return with even better work and to continue to connect with you all. Please look forward to my next chapter." The letter concluded with a promise to work hard and a message of enduring affection, leaving fans with a sense of bittersweet closure and anticipation for his future.
Fan and Industry Reactions
The news of Winwin’s departure elicited a wide range of emotions from fans across the globe. On social media platforms like X (formerly Twitter), Weibo, and Instagram, hashtags related to Winwin and WayV quickly trended, reflecting the immense impact of the announcement. Many fans expressed profound sadness at the end of his tenure with NCT and WayV, recalling his debut days and the unique charm he brought to both groups. Sentiments such as "Thank you, Winwin, for everything" and "We will miss you in WayV" flooded online communities. However, a significant portion of the fanbase also conveyed understanding and support for his decision, wishing him well in his new endeavors. The farewell letter was particularly impactful, providing a personal touch that resonated deeply with his supporters and helped mitigate some of the immediate disappointment.
Industry analysts and media outlets also weighed in, discussing the implications of Winwin’s exit. Many recognized it as a logical progression for an artist with growing individual ambitions and strong ties to the burgeoning Chinese entertainment market. The consensus among experts was that while regrettable for SM Entertainment and WayV, it represented a strategic move for Winwin to capitalize on his established popularity and explore broader artistic horizons. The immediate impact on WayV’s upcoming schedules and potential changes in their dynamic became a key talking point, while the broader K-pop community reflected on the ongoing trend of Chinese idols transitioning to solo careers in China.
Implications for SM Entertainment and WayV
Winwin’s departure presents several implications for both SM Entertainment and WayV. For SM Entertainment, the loss of a popular artist, particularly one with a significant Chinese fanbase, represents a talent drain. While the agency has a vast roster of artists, retaining key members is crucial for maintaining group cohesion and market appeal. This event may prompt SM to re-evaluate its strategies for managing and retaining non-Korean artists, especially those from China, given the historical pattern of such departures. It also underscores the challenges of fostering long-term loyalty amidst the allure of individual opportunities in booming regional markets.
For WayV, Winwin’s exit means the group will now continue as a six-member unit, comprising Kun, Ten, Hendery, Xiaojun, Yangyang, and Lucas (who had been on hiatus and whose future remains a separate discussion, but for the purpose of this article, Winwin’s departure specifically changes the active line-up). Winwin’s distinct vocal color and dance style, combined with his visual appeal, were integral to WayV’s identity and stage presence. The remaining members and the agency will need to adjust group formations, choreography, and vocal distributions for future releases and performances. While WayV has demonstrated resilience and adaptability in the past, this change will undoubtedly require a period of transition. The group’s dedicated fanbase, WayZenNi, will be keen to see how the dynamics evolve and how the remaining members will continue to uphold WayV’s unique charm and musical direction in the absence of a foundational member. The group’s focus on the Chinese market may become even more concentrated, or conversely, SM might consider diversifying their promotional strategies to appeal to a broader international audience.
Winwin’s Future Endeavors and the C-Pop Market
With his contract with SM Entertainment concluded, Winwin is now free to independently pursue his career path. Given his previous forays into acting in China and his strong existing fanbase there, it is widely anticipated that he will primarily focus on developing his presence within the Chinese entertainment industry. This could involve signing with a Chinese agency, establishing his own studio, or operating as an independent artist. The C-pop market offers a vast array of opportunities, from starring in high-profile television dramas and films to releasing solo music and participating in popular variety shows. Artists who have successfully transitioned from K-pop to C-pop often find greater creative autonomy and financial incentives, leveraging their established fanbases while catering directly to the preferences of the Chinese audience.
His proficiency in Mandarin, coupled with his established global recognition from his time in NCT and WayV, positions him strongly for success in this competitive landscape. Observers expect Winwin to prioritize acting projects, building on the experience he gained in recent years. His transition is emblematic of a larger trend where Chinese idols, initially trained and debuted in South Korea, eventually return home to cultivate more localized and personalized careers, benefiting from a less restrictive entertainment environment and direct access to China’s enormous consumer base. This move allows him to fully embrace his cultural identity and contribute more directly to the burgeoning C-drama and C-pop scenes.
A Broader Look: K-Pop’s Evolving Dynamics
Winwin’s departure also provides a valuable lens through which to examine the evolving dynamics of the K-pop industry. It highlights the inherent challenges of maintaining multinational groups over extended periods, particularly when national markets and individual aspirations diverge. The "unlimited members" concept of NCT, while innovative, also creates unique complexities when members decide to leave, as the overarching brand must adapt while individual units are more acutely impacted. This event underscores the growing agency of K-pop idols as they mature in their careers, seeking greater control over their artistic direction and personal branding.
The phenomenon of "second generation" contracts—renewals after the initial seven-year period—is becoming increasingly scrutinized, with more artists opting for independent ventures or joining smaller, artist-centric agencies. This shift reflects a maturing industry where artists are no longer solely products of large entertainment corporations but active participants in shaping their own destinies. As K-pop continues its global expansion, the industry must continuously adapt to these changing dynamics, balancing the demands of global fandoms with the individual career paths of its diverse artists. Winwin’s choice serves as a significant case study in this ongoing evolution, signaling a move towards more individualized career management and a greater alignment with personal growth objectives within the vast and interconnected world of East Asian entertainment.