The landscape of the global K-pop industry is facing a significant shift as SM Entertainment’s flagship multi-unit group, NCT, enters a pivotal era of contract negotiations and member re-evaluations. Following the high-profile announcement earlier this year regarding Mark Lee’s departure from both the group and the agency, as well as Ten’s transition to independent management while remaining a group member, the spotlight has now turned to Dong Sicheng, known professionally as Winwin. Recent reports circulating within the Chinese entertainment industry suggest that Winwin has signed with a new agency, Zhaosen Entertainment, a move that many industry observers and fans interpret as the final confirmation of his impending exit from NCT and SM Entertainment.
The Evolution of Winwin’s Career Path
Dong Sicheng debuted as a member of NCT 127 in 2016 before becoming a foundational member of the China-focused sub-unit WayV in 2019. However, his trajectory has noticeably diverged from standard K-pop idol activities over the past three years. Since 2021, Winwin has predominantly resided in China, focusing on his development as an actor. To facilitate these activities, SM Entertainment allowed the establishment of a personal studio in China, a move historically granted to high-profile Chinese idols to balance domestic and international schedules.
Winwin’s acting career has seen steady growth with roles in dramas such as The Shadow and Sweet Games. This professional pivot necessitated a long-term hiatus from NCT’s group promotions, including his absence from the group’s "NCT NATION" stadium tour and recent anniversary celebrations. The lack of his image in recent anniversary pop-up merchandise served as an early indicator to fans that a formal separation was on the horizon.
The Zhaosen Entertainment Rumor and Yuekai Context
The current speculation was ignited by viral reports in the Chinese media claiming that Winwin has officially signed with Zhaosen Entertainment. The agency was founded by Nie Xinyuan, a prominent figure in the Chinese talent management sector. Zhaosen currently represents a roster of rising talents including He Shiyu, Shen Jiayu, Li Yuzhen, and Wang Ding.
This development has caused confusion among some followers due to Winwin’s existing association with Yuekai Entertainment. Historically, Chinese idols under SM Entertainment have utilized "dual management" structures, where SM handles Korean and global music activities while a Chinese partner agency manages domestic acting and endorsement deals. However, the rumor of a move to Zhaosen Entertainment—an agency with no known ties to SM Entertainment—suggests a clean break rather than a collaborative management effort. If these reports are verified, it would signify that Winwin is consolidating his career under a single domestic entity focused on the Chinese market.
A Timeline of NCT Contract Expirations
The rumors surrounding Winwin are not occurring in a vacuum but are part of a broader timeline of contract expirations affecting the majority of NCT’s original lineup. The standard seven-year contracts for idols who debuted in 2016 and the subsequent variations for those who joined later are coming to a head in 2026 and 2027.
According to industry data and internal projections, the following schedule outlines the critical windows for the group’s membership:
- April 2026: The contracts for Ten and Mark Lee reached their conclusion. While Mark Lee opted for a total departure, Ten chose a hybrid model, leaving SM Entertainment’s management but maintaining his status as a member of NCT and WayV for specific group activities.
- July 2026: This month marks a critical juncture for three members: Yuta, Winwin, and Haechan. Winwin’s rumored signing with Zhaosen Entertainment aligns precisely with this expiration window.
- August 2026: The remaining members of NCT Dream—Renjun, Jeno, Jaemin, Chenle, and Jisung—are scheduled for contract reviews.
- 2027: The cycle will conclude with the contracts of Johnny (January), Jaehyun (October), and Doyoung (October).
It is important to note that for South Korean members, these expiration dates are often extended by approximately 18 to 21 months to account for mandatory military service, during which their contracts are effectively paused.
The "Ten Model" vs. The "Mark Model"
The departures of Mark and Ten have established two different precedents for the remaining members of NCT. Mark Lee’s exit represents the traditional departure, where the artist severs ties with both the agency and the brand. In contrast, Ten’s decision to remain a member of WayV while under different management follows a trend seen in older groups like EXO, Super Junior, and Girls’ Generation.
For Winwin, the "Mark Model" seems more likely given his geographic and professional focus. Unlike Ten, who continues to release music and participate in K-pop variety content, Winwin’s focus has shifted almost entirely to the Chinese television and film industry. The logistical challenges of coordinating Chinese filming schedules with Korean music show appearances and global tours have proven difficult for SM Entertainment to manage in the past, often leading to prolonged absences that frustrate both the artist and the fanbase.
The Impact on WayV and NCT’s Brand Identity
WayV, the Chinese sub-unit of NCT, has faced a turbulent history since its inception. From geopolitical tensions affecting Korean-linked entertainment in China to the departure of Lucas in 2023, the group has had to constantly adapt. Winwin’s departure would leave WayV as a five-member ensemble (Kun, Ten, Xiaojun, Hendery, and Yangyang).
While WayV has recently proven its resilience with successful mini-albums and fan meetings, the loss of Winwin—one of the group’s most popular members in mainland China—presents a strategic challenge. Winwin brought a significant "C-fandom" (Chinese fanbase) that contributed heavily to album sales and brand partnerships. His transition to a full-time actor under a Chinese agency may benefit his personal career but leaves a void in the sub-unit’s original "Vision V" lineup.
Furthermore, these departures signal a shift in SM Entertainment’s "Limitless" concept. Originally designed to be a group with an infinite number of members and interchangeable units, NCT is now seeing its first generation of superstars move on. This transition marks the end of the "expansion" phase and the beginning of a "sustainability" phase, where the agency must focus on retaining the remaining core members while integrating newer units like NCT WISH.
Market Analysis and Industry Implications
Financial analysts monitoring SM Entertainment’s stock performance have noted that the "renewal season" for NCT is a period of volatility. NCT has been a primary revenue driver for the agency, particularly in terms of physical album sales and touring revenue. The departure of key members like Mark and the potential loss of Winwin and others could impact the agency’s short-term valuation.
However, some experts argue that this is a natural evolution. "The K-pop industry is moving toward a more flexible management style," says one Seoul-based industry analyst. "Agencies are realizing that they cannot hold onto every artist indefinitely, especially those with strong domestic markets like China. Allowing members to pursue solo careers while maintaining a loose association with the group brand is the new standard for longevity."
Official Responses and Public Sentiment
As of late May 2026, SM Entertainment has not released a formal statement regarding Winwin’s rumored contract with Zhaosen Entertainment. Historically, the agency waits until the exact date of contract expiration or until a new project is announced to clarify an artist’s status.
Public sentiment among the "NCTzen" and "WayVee" fanbases is a mix of resignation and support. Many fans have taken to social media to express their well-wishes for Winwin’s acting career, noting that he has seemed "happier and more fulfilled" in his Chinese projects. Conversely, there is a sense of mourning for the "OT7" (original seven-member) era of WayV. The sentiment reflects a broader understanding that the rigorous demands of the K-pop system are often at odds with the long-term career goals of international members.
Conclusion: The Future of Dong Sicheng
If the rumors regarding Zhaosen Entertainment are true, Dong Sicheng is poised to become one of the leading actors of his generation in China. By moving away from the "idol" label, he can pursue more diverse roles and establish a permanent footprint in the Chinese film industry, free from the constraints of K-pop’s demanding promotional cycles.
For NCT, the year 2026 continues to be a year of transformation. As more members approach their contract deadlines, the group’s structure will likely continue to evolve. Whether Winwin chooses to follow Ten’s path of "independent but involved" or Mark’s path of a "total exit," his contributions to the foundation of WayV and the global expansion of NCT remain a significant chapter in the history of the "Hallyu" wave. The coming months will likely bring official clarity, but for now, the evidence points toward a new beginning for the artist formerly known as NCT’s Winwin.
