On May 6, INFINITE opened new official social media accounts for the group, announcing a YouTube broadcast on June 9 to celebrate INFINITE’s 13th debut anniversary with all six members. Later, leader Sung Kyu had set up INFINITE Company for their upcoming activities. The rights for the trademarks of the group name, their fandom name, and 2017 concert titles were transferred from Woollim to the new company without any conditions or fee for Sung Kyu's birthday.

On July 7, a teaser was released for their upcoming comeback on July 31 with their seventh mini album, 13egin. The music video for 'New Emotions' was dropped along with the album. Showing a new side of Infinite! On August 7, 2023, they dropped a performance version of 'New Emotions.'