Translation by AsiaEnhypen

Sunghoon of the group ENHYPEN took on the role of an honorary ambassador for the 2026 Milan–Cortina Winter Olympics under the Korean Sport & Olympic Committee, successfully showcasing a meaningful meeting between K-pop and the Olympic Games.

From February 5 to 9 (local time), Sunghoon carried out a variety of activities in Milan, Italy, as part of the Winter Olympics.

On February 5, he participated as an Olympic torchbearer, capturing the attention of countless spectators. On February 6, he received an official invitation from the International Olympic Committee and became the only Korean to attend the opening ceremony red carpet event.

In addition, Sunghoon visited Korea House and Samsung House, where he took part in cultural promotion activities introducing Korea’s traditional culture and advanced technology to an international audience.

A former figure skating athlete, Sunghoon personally attended the figure skating team short program and the women’s 1,000-meter speed skating final, cheering on the Korean national team.

Notably, when news spread locally that Sunghoon would be attending a figure skating event, the IOC proposed that he appear in the pre-competition countdown segment. Sunghoon accepted the offer, further energizing the atmosphere inside the arena.

Through his agency BELIFT LAB, Sunghoon shared his thoughts, saying, “I never imagined that I would stand on the Olympic stage again in such a different way, especially when it was my first dream as a child. Through the torch relay and watching the competitions, I was able to recall the passion and memories from my days as an athlete. It was a precious experience that I will remember for the rest of my life.”

International media attention was also significant. Interviews held on February 5 and 8 at Korea House and the Main Press Center (MPC) drew journalists not only from major Korean broadcasters but also from overseas media outlets from countries such as Italy and Greece, highlighting the global interest in Sunghoon and ENHYPEN.

A representative from the Korean Sport & Olympic Committee commented, “Sunghoon, as a former figure skater and a globally recognized K-pop artist, shares many similarities with Team Korea’s national athletes. His participation made this collaboration especially meaningful, and we are deeply grateful for his active role in promotions, including the ‘SHOUT OUT’ challenge and various other contents.”

Sunghoon’s Olympic involvement is being viewed as more than a celebrity appearance. It is seen as a meaningful example of ENHYPEN’s core value of “connection” being realized on the Olympic stage. By bridging sports and music, as well as his past as an athlete and present as an artist, Sunghoon demonstrated a harmonious meeting between K-pop and the Olympic spirit.

During the opening ceremony speech, IOC President Kirsty Coventry emphasized, “Athletes around the world remind us that even as they compete fiercely, they encourage one another, showing that we are all connected.”