Not long after the MV for the album’s second double title track, “Christmas Again?”, dropped, countless fan theories began flooding online communities. [Title: (Discussion Thread) 23:59 + Christmas Again? Theory I’ve been connecting dots in my own head and decided to jot down a few thoughts haha 1. Christmas Again is a time-loop story All of my theories here start from the premise that Kang Ichae dies and returns to Christmas Eve over and over again. People already suspected it was a loop just from the lyrics — “it’s back again” and “a Christmas I’ve long stopped counting.” But watching the MV makes it obvious haha Even though Ichae pours gasoline around the house to set it on fire, we never see the actual burning... yet the MV opens with the house already ablaze. This implies that before the events shown, he’d already burned the house down once, killed the members, died himself, and then reset to Christmas Eve. 2. The double titles are connected “23:59” and “Christmas Again?” take place on the same Christmas Eve. In Christmas Again?, The Dawn keeps reliving that same night. Only Kang Ichae (and probably Seo Hoyun) remember the loop. Which one comes later in the timeline depends on interpretation... If “23:59” happens after “Christmas Again?”, then The Dawn never escapes Christmas Eve. If it’s the other way around, they might have escaped. 3. So, did The Dawn escape Christmas Eve? This one has multiple interpretations, but there are some symbolic clues: a. In “23:59”’s lyrics — “Maybe next year, I’ll be able to say it”. ↳ When Ichae wishes a Merry Christmas in Christmas Again?, Seo Hoyun says, “You should say that next year.” This could connect. b. The boys’ choir song at the start of “23:59” sung over the car radio is also suspicious. Translating the English, it’s essentially declaring, “Christmas has finally arrived.” c. The odd behavior of Kang Ichae and Seo Hoyun. ↳ Especially that balcony scene with Sung Jiwon... reminds me of how in Second Chance, Jiwon was the regressor. Makes you wonder if Jiwon knows how to break the loop. But maybe I’m just overthinking itㅜㅜ If you’ve got other theories, drop them in the comments!!] Those who read the most upvoted post smacked their foreheads in sudden clarity. [See, all you have to do is wait for smart people to write the theories for you. Nom nom, thanks.] [Ah hahaha right... there’s no way The Dawn would give us a normal Christmas song...] [Yeah, these are the same guys who did that whole apocalypse–military coup–revolution concept, they’re not going anywhere hahahaha sticking to their roots is both hilarious and great hahaha └ We should’ve known from the moment that ominous album poster dropped... The Dawn lives to whack Noeuls in the back of the head.] [So did they actually escape?? My heart’s in shreds right nowㅠㅠㅠ] Despite the totally opposite moods of the two titles, the revelation that they were connected and shared a storyline made Noeuls scream in delight. [Title: Proof they escaped Christmas Eve In Christmas Again?, they’re not wearing the rings. In 23:59, Sunghyun gives ◈ Nоvеlіgһт ◈ (Continue reading) them the group rings. (Ichae’s shocked reaction) (Hoyun smiling slightly beside him) So here’s my thought: during all the previous loops, they never once got the rings. Timeline: Christmas Again? → 23:59. Meaning, The Dawn escaped this crazy Christmas. Let’s all relax and sleep well now. └ Thank you... I’ve been downing soju straight since yesterday but now I think I can sleep in peace. Starting a fire in otaku hearts with something .] [Title: Sorry, but they didn’t escape Timeline is 23:59 → Christmas Again?. In Christmas Again?, there’s a ring mark on Ichae’s index finger. They got the group rings... but still didn’t get out. └ ......... I’m gonna lose it. └ So it’s a totally open ending, huh ㅠㅠㅠㅠㅠ └ Wow, Daepaseong really is a bunch of perverts LOOOLLLL That mark had to be intentional. Ichae usually wears so many rings, there should be marks on multiple fingers, but here it’s clean everywhere except the index... └└ Not just giving him a prop ring — they actually left him with a ring mark. You sick freaks...] Fans’ heads spun in circles from the endlessly looping interpretations. [My sweet normie friend... knowing I like The Dawn, they texted me: Friend: I listened to The Dawn’s new song!! HAHAHA It’s so warm and cozy, I love it. Me: Ah hahaha you listened?? Yeah yeah hehe oO (Warm...? Cozy...?) Normies... you’re so lucky... You’ll never know the soul-crushing pain we’re feeling right now.] Reaction videos and theories from international fans poured in on social media and video platforms, far more than usual. The MV’s top comments were almost entirely in English, with barely any Korean in sight, and even in “newest” mode, updates were popping up every few seconds in a variety of languages. [Hoyunnnnnn Dajunnn I love you♡♡♡] [I like everything about The Dawn. They are so cute. I love Kang Ichae and Kim Sunghyun.] [Sung Jiwon, beautiful... I’m questioning if you’re even human w] By pure numbers alone, the comment count had already exceeded that of Falling Down — the MV released right after Shining Star — by more than tenfold. [What is this... is the foreign fan influx insane this time?] [I mean, yeah, you can tell they put effort into this one, but to get this kind of results??;;] By the one-week mark after release— [;;;; OMG, the first-week sales tally isn’t even done yet but look at the numbers.] On the 5th day of counting, the first-week sales were already massive. [Shit!!!!!!! Ahhhhhhh!!!!! This is insane ahhh!!!!] [Come see my singer who dropped a season song and still hit it big. Come see face genius Seo Hoyun. Come see the soft, soft, soft bunny who treats fans like royalty.] While Noeuls were basking in bliss, Daepaseong planning team’s Lee Jihyun was monitoring community reactions. Though she’d been involved in several of The Dawn’s releases since taking them on, the anticipation and anxiety before seeing results never went away. But this time felt different. The chart ranks were climbing fast from the start, and above all, the sheer sales numbers in under a week shocked her. Even after refreshing the page over and over just to make sure, the numbers didn’t change. “Wow... is this a dream or real life?” “You’ll feel it when you get your bonus.” “At this rate, you’re getting one for sure.” Listening to her teammates chat — including the sly planning team leader who only praised results when they were good — Jihyun pinched her cheek. Luckily, the sting confirmed it was real. ‘Sure, idol albums sell well these days... but for a season song to get this kind of reaction? Especially with only a few album versions?’ It was an extremely rare feat. Variety shows had clearly boosted public interest and drawn in new fans. “Overseas fan influx is big. Perfect Singer already had a strong international presence, but Chaotic Family Diary has been huge lately.” “Life Experience Field was massive domestically, too. And honestly, ‘23:59’ is good enough to stand alone as a winter season song~.” “Releasing both as double titles was the right move. Jihyun, that was a great idea.” But Jihyun barely heard the leader’s slippery praise. She scratched the back of her neck awkwardly. “It was Seo Hoyun’s idea.” “The double title tracks — they were Seo Hoyun’s idea.” After obsessively gathering information on every idol, the first concept he brought to the table was this album. Amid the flood of winter season songs, “23:59” held its ground steadily, while Christmas Again?, though weaker on the charts, earned praise for its hidden lore. “Ah, right... I should...” Having just seen the fans’ desperate over-analysis online, Jihyun decided she should contact Hoyun to ask him to upload something to break the immersion a bit. But he’d already beaten her to it. [Seo Hoyun posted an immersion-breaking pic on SNS. Caption: “Is it good?” Kim Sunghyun, wearing The Dawn ring, inhaling a bowl of beef soup. Next to him, Jung Dajun ordering his third bowl. └LMAOOOOOOOOOOOOOOOOOOOOOOO so freaking cuteㅠ LOOOOOOOLLLLLLLLLLLL └└ Ah, Hoyun’s tone with the members is killing me LOOOOOLLLLLLL] Wearing a plain white hoodie, Seo Hoyun and Kim Sunghyun in a simple printed T-shirt posted a Ttick-Tock challenge to the “23:59” track: Because it’s too embarrassing to say I love you】 [That straight hair is killing me... killing me... killing me...] [Wow, Seo Hoyun’s dance lines have gotten so clean;;; Kim Sunghyun is still beyond human, but even standing next to him they look harmonious... └ Ha, I’m telling you, they have a lot of paired dancesㅠㅠ Hoyun really suits these casual, effortless choreos... └└ He’s mastered the art of looking cool without putting in visible effort.] [Look at Kim Sunghyun riding that groove... With that face, that height, those big hands, and you dance well... ridiculous. Nuna’s just gonna have beef soup for lunch today... └ LOOOOOOLLLLLLLLLLL suddenly beef soup hahahahahaha └└ Copying the lunch menu like a true stan...] Even with Ttick-Tock’s heavy filters that made it look almost low-res, Seo Hoyun shone so brightly that Lee Jihyun was momentarily at a loss for words. “...Yeah, no need to comment further.” What was with his timing? On paper, the steps The Dawn had taken to get to this single album didn’t look that hard — every variety show appearance went well, domestic and overseas Noeul numbers rose, they put in enough fan service for the core fandom while keeping the songs easy for the general public to enjoy, they worked the concept, they planned strategically... Easier said than done. If it were that easy, every idol group would be blowing up. Of course, Seo Hoyun actually did it. Two days earlier, they’d had a short meeting in a conference room to go over internal and external feedback on the album. “It’s a huge hit. Congratulations.” Hoyun stirred his warm Americano after dumping in multiple pumps of black syrup, speaking casually. “Jihyun, I’m planning to win the Daesang next year.” “Ahaha! Sure, and I’m planning to become CEO next year.” “...You’re serious, aren’t you?” Sipping what looked like enough sugar to clog an artery, Seo Hoyun gave a calm smile. That raw, rough-around-the-edges aura she’d noticed when they first met was gone. Now, the man in front of her clearly knew exactly how others saw him — and how to hide his true thoughts behind a refined smile while steering things to his advantage. “WH Entertainment will be contacting you soon. Make sure you accept their proposal.” Like some kind of prophecy, he’d said it just like that. Shaking her head as if to dismiss it, Jihyun reflexively opened her company email. And there it was — a message from WH Entertainment’s planning team. She tapped her pen against the desk at the uncanny accuracy. “Not a second life... a shaman?” Ignoring her team leader’s puzzled look, Jihyun ruffled her hair. She didn’t know if Hoyun could really win the Daesang next year, but she was genuinely curious now — if a season song could get this kind of reaction, what would happen when The Dawn dropped a full album? “It’s time to start prepping the year-end collab stage.” Jihyun realized again that helping Seo Hoyun was the fastest route to her own ambitions. Because he was the kind of person who could turn what sounded like a dream into reality. [Lee Jihyun: Seo Hoyun, you should start laying out your fortune-teller mat.] Guess WH Entertainment had emailed her. While waiting backstage for a music show, I replied jokingly, asking if there was even a spot in Sangam-dong to lay such a mat. That was when Jung Dajun, who’d been hanging off Kim Sunghyun just a moment ago, latched onto me instead. “Hyung, try this!! You know I packed a triple-layer lunchbox for you guys, right? I’m basically the King of Housekeeping at this point, right?!” Wasn’t he getting a bit too influenced by Kang Ichae? Google seaʀᴄh 𝕟𝕠𝕧𝕖𝕝⁂𝕗𝕚𝕣𝕖⁂𝕟𝕖𝕥 “What did you just say?” Now he was shameless on top of everything, grinning as he opened the lunchbox despite my incredulous look — and then Kang Ichae suddenly yelled. The guy had been lying on the couch with his face buried in a cushion, playing a rhythm game on his phone, and now sat up with an annoyed look. “It cut out again mid-game. Ugh, so many calls.” Despite trying to keep it quiet, his number had somehow gotten out, and lately his phone had been blowing up nonstop. At first he’d bragged about it, acting all superior, but even after changing his number, the endless calls had clearly worn down his mood. “Ah~, Sunghyun-hyung, go scold these people bothering me.” “You’re the one bothering me.” After whining at Sunghyun for a bit, he suddenly snatched Sunghyun’s phone — which the leader had been using to send Ppop-ppops to Noeuls — and came over to me. Sunghyun’s calm “Give me my phone back” floated over from behind, but Ichae cheerfully ignored him. “Why? What are you gonna do?” [Sunghyun-ah, what’s the ring you and Hoyun wore in the 23:59 challenge???] [It’s from the MV, right???ㅠㅠㅠㅠㅠㅠ] [Is it a group ring???ㅠㅠㅠㅠㅠㅠ] Most of the messages were asking about the rings. The truth was, the rings weren’t planned props — Sunghyun had bought them himself as gifts for the members. Lee Jihyun had just suggested using them as a prop once she noticed. Ichae chuckled and typed. [Sunghyun: Hoyun and I got matching couple rings he] “Wow... I’m impressed at the sheer trolling.” “Hey! What are you guys doing?!” Sunghyun reached out in alarm to take his phone back, but Ichae turned his back and shielded it, fingers flying. [Sunghyun: Actually, it’s a couple ring with each of my younger brothers~ I’ve got ten fingers, I can wear them anywhere he~~] [Sunghyun: But the beautiful Ichae — who I wouldn’t mind putting in my eye — got a little jealousㅠ Cute kid LOL] Most replies were filled with “LOL” or question marks, except for one especially curt message: [Ichae, go wash your feet and go to bed.] Ichae burst out laughing. While he was distracted, Sunghyun managed to retrieve his phone and start explaining himself to the Noeuls. Meanwhile, Dajun — chewing on something from his triple-layer lunchbox — speared a suspiciously bluish meatball with his chopsticks and offered it to Sung Jiwon. “You know, Ichae-hyung’s really good at stirring people up. I should’ve realized back when he made those matching shirts on that farm variety show...” “Are you taking good care of my gift, Dajun?” “Hyung, I wear that ‘Most Handsome’ shirt all the time.” The maknaes laughed and egged each other on, joking about wearing the “Puppy” shirt instead since Ichae really was a bit of a dog. Then Sung Jiwon, avoiding the strange-colored beef, came over to me with his phone. “Hoyun-ah, let’s take a selfie.” “Wait, what about me?” Ichae, now chewing on the beef Dajun had slipped him, made a face but didn’t spit it out, chewing dutifully. I matched my pose to the angle Jiwon held out his phone. “Mmm... this one’s nice.” After taking a few shots, Jiwon glanced at the ring on his fourth finger and smiled softly. “Looking at it just makes me feel good.” I smirked and bumped his shoulder lightly with mine. Surprised by my reply, Jiwon’s eyes widened before he broke into a bright smile and joked: “Next time, let’s get matching tattoos.” I was pretty sure he’d said something similar more than once before... and at this point, I was seriously wondering. If we did it, would it vanish when I went back?