The group announced the release on their social media on September 18, 2023, An accompanying teaser clip shows a red festival wristband with the album title and release date. On October 16, Seventeen revealed the tracklist for the record. In the run-up to the EP's release, Seventeen organized pop-up street events throughout South Korea. For the events, the band collaborated with local restaurants and installed "art walls" with works inspired by the band. The group also released a series of trailers titled "SVT Right Here" featuring footage of
Seoul,
Tokyo,
Paris,
New York City, and
Beijing shrouded in balloons resembling
chamomile flowers, hinting the centers of promotion for the album. However, a teaser for the album depicting the
Great Wall of China drew flak from Chinese audiences, citing cultural insensitivity, resulting in its removal and an apology from the agency.
Title and artwork The EP's title is derived from the English term "seventh heaven," which is defined as "the state of extreme joy". The physical version of the EP was released in three different variants: the AM 5:26 version depicts the start of an imaginative festival at dawn; the PM 2:14 version sees the festival in full swing; and the PM 10:23 version presents the festival finale. Each version constitutes a unique design and includes posters, lyric books and picture cards.
Follow Tour In promotion of the album, the group added shows to their Follow Tour, with shows to be staged in Japan, Thailand, the Philippines, and Macao, extending the tour's run to January 2024. ==Critical reception==