EXO is intensifying its comeback momentum ahead of the release of its eighth full-length album, rolling out large-scale promotional campaigns across both online and offline platforms.
According to SM Entertainment on December 30, the group is currently executing a series of promotions based on its overarching universe narrative in the lead-up to the release of its upcoming album “REVERXE.”
The promotional strategy focuses on capturing global attention through cinematic trailers and advance stage performances, followed by distinctive marketing initiatives designed to deepen fan engagement.
One of the most striking elements is the expansion of EXO’s fictional universe into real-world spaces. Following the placement of cryptic business cards near Gocheok Sky Dome and the SM headquarters, a group dubbed the “Black Cloak Brigade” appeared on December 26 in major Seoul districts including Gangnam, Seongsu, Euljiro, and Hongdae, sparking widespread curiosity.
Marching in outfits emblazoned with the album’s logo and the team slogan “WE ARE ONE,” the group quickly became a hot topic across online communities and social media platforms. EXO’s official SNS accounts further fueled discussion by releasing short-form videos and universe-related imagery, encouraging fans to decode hidden meanings.
Interactive content has also played a key role in sustaining momentum. A universe-themed “mystery quiz” released on the group’s official X account on December 29 drew enthusiastic participation from fans worldwide, who actively shared answers and theories. Having already previewed new songs “I’m Home” and “Back It Up” at fan meetings and at “MMA 2025,” EXO aims to elevate anticipation to its peak through the current promotional campaign.
EXO’s eighth full-length album “REVERXE” will be released in full on major music platforms on January 19 at 6 p.m. KST.
Reported by News Culture M.J._mj94070777@nc.press
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