BELIFT LAB announced on Jan. 13 that ENHYPEN has partnered with the Korean Red Cross to promote blood donation campaigns through a memorandum of understanding signed at HYBE headquarters in Seoul.
The signing ceremony took place on Jan. 12, with ENHYPEN members joining BELIFT LAB CEO Kim Tae-ho and Korean Red Cross Blood Services Director Kwon So-yong to formalize the collaboration.
This partnership marks one of the first times a major K-pop act has actively promoted public health initiatives with a national humanitarian organization.
ENHYPEN leader Jungwon expressed the group's commitment at the event, describing blood donation as "an act of sharing where small acts of courage come together to protect someone's day and even their life," according to allkpop.
He emphasized the honor of leading such a meaningful campaign and expressed hope that the initiative would contribute to creating a warmer world.
The collaboration carries special significance due to ENHYPEN's well-known vampire concept, which has been central to their album narratives since their debut. Their upcoming seventh mini album, "THE SIN: VANISH," scheduled for release on January 16, continues this motif with a story about lovers who break taboos in a society where humans and vampires coexist, chosun reported.
The unique connection between vampires and blood donation creates an engaging synergy that organizers hope will resonate with younger audiences.
The Korean Red Cross highlighted the urgent need for blood donations in South Korea, noting that one unit of blood product is transfused every seven seconds nationwide.
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Director Kwon So-yong stated that blood donation is a noble act that directly saves lives and expressed hope that this partnership would help establish blood donation as a lifestyle habit and cultural practice among younger generations.
BELIFT LAB CEO Kim Tae-ho explained that ENHYPEN's name represents different beings connecting and moving toward a more expansive world, and this collaboration puts that philosophy into real-world practice.
The partnership aims to deliver the group's narrative and message about connection as a meaningful experience for youth while promoting the life-saving value of blood donation.
The campaign will roll out in phases beginning this month, with ENHYPEN participating in blood drives at major university campuses and public venues throughout South Korea. Special events, live streams, and social media content will engage fans and potential donors.
BELIFT LAB also plans to expand offline collaborations with the Japanese Red Cross in the future, extending the initiative beyond Korea.
Public health experts have praised the collaboration as a creative way to promote volunteerism among Generation Z and Millennials, noting that last year's donations dipped among younger age groups, a trend this partnership aims to reverse. With ENHYPEN's influence, officials hope to cultivate sustained interest in blood donation beyond a single campaign, as per YGKPlus Official.
