ENHYPEN member Seonghun acted as a bridge between sports and K-pop at the 2026 Milan–Cortina Winter Olympics, spreading the value of "solidarity."
Seonghun carried out his schedule as a Korean Sport & Olympic Committee (KSOC) ambassador, starting with the torch relay on the 5th (local time) through the 9th in Milan, Italy, and attending the opening ceremony and national team events. During this period, he focused on conveying not only the spirit of sport but also team Korea's passionate energy to the world.
Through his agency Belift Lab Inc., Seonghun said, I never imagined I would stand at the Olympics again in such a different role from my childhood dream. He added, Through the torch relay and watching the competitions, I could recall the passion and memories I felt as an athlete. It was a precious experience I will remember for life.
Seonghun's activities at the winter Olympics over five days were brilliant. On the 5th, he successfully completed the torch relay amid a huge crowd, drawing attention. The next day (the 6th), he was the only Korean officially invited by the International Olympic Committee (IOC) to walk the opening ceremony red carpet. He then visited the Korea House exhibition and the Samsung House, fulfilling the role of a "cultural diplomat" by widely promoting Korea's culture and technology.
Seonghun also watched the figure skating team short program on the 7th and the women's 1,000m speed skating final on the 9th, delivering spirited energy to team Korea. When news of his in-person attendance at the figure skating event spread locally, the IOC immediately sent a love call, and Seonghun responded by making a surprise appearance in the pre-game countdown segment, further heating up the cheering.
Domestic and international media also paid attention to Seonghun's wide-ranging activities. Interviews with Seonghun were arranged twice, on the 5th and the 8th, at Korea House and the main press center (MPC). On site, domestic broadcasters and major media, as well as foreign outlets from Italy and Greece, competed fiercely to cover him, making tangible the stature of a "global top-tier group."
The Korean Sport & Olympic Committee (KSOC) said, Seonghun, a former figure skater and a K-pop artist representing the country, shares many qualities with team Korea's national athletes. Having an ambassador with such distinctive symbolism makes this journey all the more meaningful. We are deeply grateful that he has taken the lead in promotional activities, including participating in Olympic-related content such as the 'SHOUT OUT' challenge. We hope, inspired by that support, our athletes will perform well at this competition.
Seonghun's actions at the winter Olympics were special in that they embodied ENHYPEN's core value of "connection," going beyond individual achievement. His journey, which bridged past and present and spanned the different realms of sports and music to arrive at the Olympics as a single destination, drew attention as a clear example of the group's identity to connect the world.
In fact, ENHYPEN's aim aligned with the Olympic spirit of harmony through "connection." At the opening ceremony, IOC Chairperson Kirsty Coventry emphasized, The world's athletes remind us that we are all "connected" by fiercely competing while encouraging one another. It was a moment when the power of connection the team has pursued resonated powerfully on the international Olympic stage and proved its value.
[Photo] Provided by Belift Lab Inc.
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