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Why Did an Idol Show Up on a Show for Trot Grandparents?
When an idol picks the stage for a brand-new single, KBS 1TV’s long-running “National Singing Contest” isn’t exactly the first venue that comes to mind. But that’s exactly what SEVENTEEN’s Dino did. Under his alter ego “Pichulin,” he debuted his new track there — not at a flashy showcase, not on a music show, but on a program built to bring together generations of viewers across the country.
It wasn’t just a bid for attention. Through his agency, Dino explained, “As Pichulin, I wanted to reach people in a warm, familiar way. I thought about what format would work, and this stage was what I landed on.” He added that he wanted to channel the freedom and individuality he sees in performers from the 1970s and ’80s — the same spirit that stage has carried for decades.
So Who Exactly Is Pichulin?
Pichulin is a character with a backstory: he’s the head of a fictional major entertainment agency called “BOMG,” a producer known for being warm-hearted and full of energy. It’s an alter ego created by Dino, SEVENTEEN’s maknae — one that started out as something closer to a running joke in content, then gradually grew into a genuine musical presence.
Back in May, the agency announced that Pichulin would officially debut with his first mini album, “Gilboard (吉BOARD),” on August 3. That same day, a morning-show-style video dropped on YouTube, hinting at an album with a distinctly campy, so-bad-it’s-good energy. A character that began as a bit had now become an artist with an actual album title to his name.
From EDM to City Pop, an Album Built on Korean-Style Fun
The album title “Gilboard” combines the Chinese character for “auspicious” (吉) with the English word “board.” It’s also a nod to a term once used for the popular street music of 1990s Korea. The agency described it as “a title carrying both the ambition to spark national energy with the street as our stage, and the wish that everyone’s life turns out well.”
Musically, the album moves across EDM trap, city pop, and new jack swing while staying rooted in a distinctly Korean sensibility. The title track “Nol-a-bose” (“Let’s Play”) was produced by the well-known composer Hitchhiker, who paired a polished melody with witty lyrics to bring out Pichulin’s signature deadpan charm. Ahead of the full album, pre-release tracks built anticipation — “There’s No Painless Goodbye,” narrated by broadcaster Lee Moon-sae, and “Crazy Crazy” both dropped in succession.
A Solo Show at Jamsil Indoor Gymnasium — Already Sold Out
The alter-ego project doesn’t stop at the album. From August 21 to 23, a solo concert titled “2026 DinoxPichulin Gilboard Show” will run for three days at Jamsil Indoor Gymnasium in Seoul. Fan club presale alone was enough to sell the whole run out.
What makes this concert distinctive is how it weaves together two personas — Dino himself and Pichulin — into a single, organic show. The agency said the concert would be packed with enough variety for every kind of fan to enjoy together. A show at this scale simply wouldn’t have been possible if Pichulin had stayed a character confined to content — now, it’s become something the character can genuinely fill.
What Dino Himself Says This Project Means
Speaking about the album, Dino said, “Overall, I thought a lot about building it around genres that could really capture Korea’s retro feel and the full range of human emotion — joy, anger, sorrow, and happiness. I wanted to go beyond simple fun and express the many different emotions that come with life, carried by energy and spirit.” True to the meaning behind the name “Gilboard,” he said he wanted to share that music, and everything felt within it, with as many people as possible.
He added, “Through Pichulin, I wanted to try concepts I’d never attempted before. I wanted to show a fresh side that only I could express. I hope ‘Gilboard’ can be a source of joy, empathy, and comfort in busy, tiring, everyday life — and for me personally, another mark of growth and confidence.” A character that began as a segment on a YouTube channel has now carried through to an official album and a solo concert — how that journey lands on the Jamsil stage on August 21 is worth watching.
Source: Yonhap News Agency (Lee Tae-soo), “SEVENTEEN’s Dino Returns as Alter Ego Pichulin… ‘Capturing Korea’s Full Range of Emotion,'” August 3, 2026; Yonhap News Agency (Lee Tae-soo), “SEVENTEEN’s Dino, as Alter Ego ‘Pichulin’… Announces First Album ‘Gilboard’ in August,” May 11, 2026; OSEN (Sun Mi-kyung)/The Korea Daily, “Dino Assembles With Pichulin… to Hold Solo Concert in August,” July 27, 2026.
