When NCT debuted in 2016, they were the outliers of their generation – generating as much confusion as fascination, conceptually and musically. Seven units, over 20 members, and a decade later, what started as a divisive experiment has become one of K-pop's most daring and enduring propositions. The thread running through all of it: "Neo."

The term "Neo Culture Technology" was coined by former SM Entertainment CEO Lee Soo-man, with NCT built around the principles of "openness" and "expandability." On one level, that meant limitless membership drawn from across the world. On another, it was a mission statement – a promise to challenge musical norms rather than conform to them. That foundation took time to land, but it ultimately reshaped what K-pop could sound like.

In honour of NCT's 10th anniversary, several Korean music critics weighed in on how each unit defines "Neo-ness," with critic Choi Seungin describing it as "a style that makes the familiar, unfamiliar." NCT U, 127, Dream, WayV, and Wish each carry their own version of that identity – though some faced considerably more resistance than others before finding their footing.

It started with NCT U’s “The 7th Sense” in April 2016. With a hazy cloud-rap and future bass influence, “The 7th Sense” became SM’s first real foray into rap-heavy tracks with the help of NCT rappers and lyricists Taeyong and Mark. Right off the bat, K-pop fans and critics alike were thrown for a loop, considering this was a sound unlike any other in the industry at the time – but overall, it was a welcome change. Then everything changed when the group’s second unit, NCT 127, debuted that July with “Fire Truck.” Characterized by its loud and blaring industrial sounds and siren effects, “Fire Truck” is described as a song under the Moombahton genre with elements of hip-hop and rap. 

Upon first listen, it’s a culture shock to the brain, leaving no clues as to where it’s heading next. Needless to say, it was not widely well-received upon release, though more open-minded fans were able to find the beauty in its chaos. This is probably the best way to describe NCT 127, as music critics can agree that they are the best unit to demonstrate the “Neo” identity – rowdy, unexpected, yet masterfully crafted in subverting the norm and using it to their advantage. It helps that NCT 127 often balances its more aggressive sounds with smooth R&B chords and vocals, bringing a little of that “SM-style” staple that’s carried the company for decades now.

Through other experimental tracks like “Cherry Bomb” and “Simon Says,” the Seoul-based unit eventually gained its footing and found breakout success in 2020 with “Kick It,” striking that perfect balance between noise-pop, hip-hop, and R&B.

Debuting with “Chewing Gum” in August 2016, NCT Dream was the youngest unit thus far, making them prime candidates to deliver the bright bubblegum pop songs that other young K-pop fans could enjoy. While musically, the septet was much more palatable to the masses, they still carried their own unique “Neo-ness” with them from their teen years into adulthood, naturally transitioning from sugar pop to more mature R&B and hip-hop without sacrificing their essence.

“If you compare their debut song, ‘Chewing Gum,’ with their recent work, ‘Beat It Up,’ it is immediately obvious that all the members have grown significantly in skill,” music critic Randy Seo said. “The impression is that they are a team making music that feels like the very center of a K-pop boy band, rather than the experimental NCT 127.” Whether it’s the refreshing tropical house sound of “We Young,” the rebellious nature of 2018’s “Go,” or the euphoric, solemn pop anthem of “Broken Melodies,” NCT Dream has always demonstrated a strong narrative vision that has resonated over the last decade, growing up alongside their fans as their dreams became fully realized.

Next is WayV, the Chinese unit of NCT, and the one most critics agree is the most underrated of the brand. While the six-member group shares many musical qualities with 127 – R&B and hip-hop – WayV’s approach is much more sensual and dark, making them the most alluring of the units. Debuting in 2019 with the Chinese version of NCT 127’s “Regular” and the trap-influenced “Take Off,” WayV was already proving to be much sleeker in tone and presentation. But it wasn’t until “Love Talk” that the unit started gaining traction outside of NCT’s built-in fanbase.

“I believe the R&B sensibility of the ‘Love Talk’ album is unrivaled even within the lineage of SM boy groups,” music critic Cha Woojin said. Similarly, Lee Kyutak praised the China-based group for its emphasis on urban sophistication with masculinity. From the urban-trap edge of 2020’s “Turn Back Time” to the dramatic dance-pop flair of 2022’s “Phantom,” WayV’s “Neo-ness” lies in its ability to merge the K-pop model with the fluidity of its Mandarin lyrics, offering a diverse palette that’s uniquely their own.

Lastly, there is NCT’s fifth and final main unit, NCT Wish, primarily based in Tokyo and consisting of both Japanese and Korean members. With NCT Dream now in their 20s, Wish has inherited the cute, youthful concept from their seniors, but with a much more defined visual concept than any of the brand’s other units. Making their official debut with “Wish” in 2024, the group didn’t stray far from the NCT sound, combining melodic pop vocals with an old-school hip-hop style.

Sonically, NCT Wish is an interesting unit because while there are remnants of Dream’s early beginnings, there are times when they’ve tiptoed the lines of other units, such as 127 (“Choo Choo” being a perfect example). Nevertheless, Wish’s bright and comforting sound fills a void for people who prefer a little less experimental “Neo-ness” and a little more easy-listening – especially for the newer generation.

On the other hand, Kim Yunha believes it’s Wish’s visual aspect that drives the group’s appeal. “Although I was asked to talk about the music, in this team’s case, the music merely serves as a backdrop; the visual aspects, including their representative character, Wichu, drive the team’s overall narrative. It is both classic and hip.”

Both critics and NCTzens would argue that "Neo-ness" was never purely about sound – it's an attitude, and an unshakeable confidence that each unit carries in its own way. For a decade, NCT operated on its own terms: take it or leave it. From the ever-rotational ambition of NCT U to the smaller spin-off units like NCT DoJaeJung and JNMN, that energy has remained consistent. Many groups have tried to replicate it. None have quite managed what the originators built.