He served as an ambassador for the Korea Sports Council while cheering for Team Korea during various events.
His experience showcased new possibilities between sports and music.
Sunghoon of ENHYPEN excelled in his role as a bridge between sports and K-Pop at the '2026 Milan-Cortina Winter Olympics', emphasizing the value of 'unity'. From February 5 to 9, he was busy in Milan, Italy, performing duties as an ambassador for the Korea Sports Council, which included torch relay, opening ceremony, and national team events. His efforts were focused on promoting sportsmanship and the passionate spirit of Team Korea to a global audience, culminating in a cherished experience tied to his childhood dream of the Olympics.
On the 5th, Sunghoon successfully completed the torch relay, garnering much attention. The next day, he made headlines by walking the red carpet at the opening ceremony as the only Korean invited by the IOC. He also served as a cultural ambassador by visiting the Korea House and Samsung House to promote Korean culture and technology. His enthusiastic support for Team Korea was evident as he attended the figure skating and women's 1000m speed skating finals.
Media outlets both domestically and internationally paid close attention to Sunghoon's remarkable activities. The Korea Sports Council expressed gratitude for his participation in various promotional efforts, highlighting his symbolic connection to representative athletes as a former figure skating competitor and K-Pop artist. His presence is not only a personal success but a living testament to his group's core value of 'connection', resonating grandly on the global stage.
Sunghoon's activities at the Winter Olympics transcended the mere presence of a celebrity, showcasing a new possibility by breaking down the boundaries between K-Pop and sports. His performance reiterates that K-Pop artists can have a positive influence on the global stage, significantly contributing to the link between sports and culture. Sunghoon’s Olympic experience provides a valuable case study of who he is as an artist and how sports and music can intertwine, marking a deeply meaningful moment for fans.
His presence at the opening ceremony acted as a catalyst for raising the profile of Korea and K-Pop. The emphasis on 'connection' by the IOC Chair in conjunction with Sunghoon's display of solidarity allowed many to feel the significance of unity in this era. His activities sparked positive discourse on the interaction between K-Pop and sports both during and after the event, offering a pivotal moment that could inspire other artists in the future.
The role Sunghoon played at the Winter Olympics highlighted the relationship between K-Pop and Korean sports, and his multifaceted endeavors greatly contributed to promoting Korean culture globally. His actions align seamlessly with ENHYPEN's philosophy of 'connection', thereby laying a foundation for K-Pop artists to create more remarkable moments on international stages in the future.
This article is KOSTAR’s reinterpretation of a story originally reported by TVDaily.
Photo: Belift Lab
