Kholidah
The Catalyst: Rumors of a New Agency in China
The speculation regarding Winwin’s professional future reached a fever pitch on May 27, 2026, when reports began circulating on Chinese social media platforms and X (formerly Twitter) regarding his new representation. According to these reports, Winwin has allegedly signed with Zhaosen Entertainment, an agency founded by the prominent industry figure Nie Xinyuan. Zhaosen Entertainment currently manages a roster of emerging talents including He Shiyu, Shen Jiayu, Li Yuzhen, and Wang Ding.
This rumored move is particularly significant because Winwin has spent the last several years balancing a dual-contract structure. While technically under SM Entertainment for his activities as a member of WayV (NCT’s China-based sub-unit), his solo endeavors in China—primarily in acting and high-end fashion—were managed through his personal studio and Yuekai Entertainment. The shift to Zhaosen Entertainment, if confirmed, would represent a consolidation of his management under a firm that specializes in the Chinese domestic market, potentially excluding the K-pop infrastructure that defined his early career.
A Chronology of NCT’s 2026 Transition Period
The year 2026 has already proven to be a watershed moment for NCT. Established by SM Entertainment founder Lee Soo-man under a "limitless expansion" concept, the group’s structure was designed to be fluid. However, the legal realities of standard seven-year contracts, often extended by three years for international distribution and specialized training clauses, have brought the group to a critical juncture.
The current wave of departures began earlier this year with the shocking announcement that Mark Lee, a foundational member of NCT 127, NCT Dream, and SuperM, would be leaving both NCT and SM Entertainment. Mark’s departure was viewed as a tectonic shift, given his role as one of the most visible faces of the brand. Shortly thereafter, it was confirmed that Ten (Chittaphon Leechaiyapornkul) would leave SM Entertainment upon the expiration of his contract. However, in a move that mirrors the "separated but together" model seen with groups like Girls’ Generation and EXO, Ten reportedly reached an agreement to remain a member of NCT and WayV while pursuing solo activities under different management.
The timeline for other members remains a point of intense scrutiny. According to industry data and fan-compiled contract trackers, the following expiration windows are anticipated for 2026:
- April 2026: Ten and Mark Lee (Initial cycle completions).
- July 2026: Yuta, Winwin, and Haechan.
- August 2026: The core members of NCT Dream, including Renjun, Jeno, Jaemin, Chenle, and Jisung.
For Korean members, these dates are often subject to adjustment based on the duration of their mandatory military service, which typically pauses the clock on exclusive entertainment contracts. However, for non-Korean members like Winwin, the expiration dates are more rigid, making the July 2026 window a definitive "make or break" moment for his affiliation with SM Entertainment.
Evidence of a Growing Divide
The rumors of Winwin’s departure are not based solely on agency reports but are supported by a pattern of professional distancing that has been observable for over two years. Winwin’s participation in NCT and WayV group activities has been sporadic since 2021. While his bandmates promoted various albums in South Korea, Winwin remained largely in China, establishing himself as a formidable actor in the C-drama industry. His roles in productions such as The Shadow and Sweet Games garnered critical acclaim and a dedicated domestic following, shifting his brand identity from "K-pop idol" to "Chinese actor."
A significant turning point occurred during a recent NCT anniversary pop-up event. Fans noted with concern that Winwin was noticeably absent from promotional materials and anniversary-specific merchandise. In the highly curated world of K-pop marketing, such omissions are rarely accidental. Historically, when a member is excluded from major anniversary celebrations or commemorative branding, it serves as a precursor to an official announcement regarding a hiatus or departure.
Furthermore, Winwin’s own social media presence and public statements have increasingly focused on his individual growth within the Chinese market. While he has consistently expressed affection for his WayV members, the logistical challenges of maintaining a career in both the South Korean and Chinese entertainment ecosystems—which operate under different regulatory and political pressures—have made a dual-market existence increasingly untenable.
The "China Line" Precedent and Market Dynamics
To understand the implications of Winwin’s rumored move, one must look at the historical context of Chinese idols trained in South Korea. SM Entertainment has a long history of "localized" strategies, starting with Han Geng in Super Junior and later with the "EXO-M" members (Kris Wu, Luhan, Z.Tao, and Lay Zhang). In almost every instance, the Chinese members eventually transitioned back to their home market to pursue solo careers, citing the greater autonomy and financial potential of the Chinese entertainment industry.
The Chinese market offers lucrative opportunities in acting, variety shows, and brand endorsements that far exceed the typical earnings of a member in a large K-pop ensemble. For Winwin, who is a graduate of the prestigious Central Academy of Drama in Beijing, a return to acting was always a logical progression. By signing with Zhaosen Entertainment, Winwin is likely seeking to solidify his infrastructure in China, ensuring that his career is managed by those with deep-rooted connections in the domestic television and film sectors.
Industry Implications and SM Entertainment’s Strategy
For SM Entertainment, the potential loss of Winwin—alongside Mark and the management shift for Ten—presents a significant branding challenge. NCT was built on the premise of "Neo Culture Technology," a system that was supposed to transcend traditional group boundaries. If the most popular members depart or change their management structure, the "brand power" of NCT faces dilution.
However, analysts suggest that SM Entertainment may be prepared for this transition. Under the "SM 3.0" initiative, the company has pivoted toward a more decentralized production model, focusing on the launch of new entities like RIIZE and the finalization of the NCT expansion with NCT WISH. This suggests that the agency may be focusing its resources on the next generation of talent while allowing the senior members of NCT to transition into the "legacy" phase of their careers, which often involves greater individual freedom.
Fan Reaction and the Future of WayV
The reaction among "NCTzens" and "WayZenNies" (fans of WayV) has been a mix of resignation and support. On platforms like X and Weibo, many fans have expressed that they "saw this coming," citing Winwin’s prolonged absence from group promotions. The prevailing sentiment is one of hope that Winwin will find more consistent opportunities in China, free from the logistical hurdles of cross-border management.
There is, however, concern regarding the future of WayV as a unit. As a group specifically designed to bridge the gap between K-pop and C-pop, WayV has navigated a difficult path characterized by political sensitivities and member changes. If Winwin follows Ten’s lead and remains a member of the group despite leaving the agency, the group could continue as a project-based ensemble. If he departs entirely, the group will have to undergo a significant internal restructuring to maintain its identity.
Conclusion: Waiting for the Official Word
As of late May 2026, neither SM Entertainment nor Winwin’s personal studio has issued a formal statement confirming the signing with Zhaosen Entertainment or his departure from NCT. However, in the fast-paced world of international entertainment, rumors of this magnitude often precede official press releases by only a matter of weeks.
With the July 2026 contract expiration date looming, the industry remains on high alert. Whether Winwin chooses to maintain a loose affiliation with NCT or pursues a clean break to focus on his burgeoning acting career in China, his journey remains a testament to the evolving nature of the K-pop idol career path. The "standard" idol life cycle is being rewritten by artists who seek to leverage their international training into long-term, multi-disciplinary careers in their home countries. For Dong Sicheng, the move to Zhaosen Entertainment may not just be a career shift—it may be the final step in a meticulously planned transition from a global idol to a domestic icon.
