BELIFT LAB has partnered with the Korean Red Cross to help spread a healthy blood donation culture. The 8-member K-pop group ENHYPEN will take part in the campaign. The HYBE subsidiary announced the partnership on January 13, 2026.
The official signing ceremony was held a day earlier on January 12 at HYBE’s headquarters in Yongsan-gu, Seoul. Officials from Red Cross and BELIFT LAB as well as ENHYPEN members, were present at the event.
Through this agreement, BELIFT LAB and the Korean Red Cross plan to promote what they described as the “social value of sharing.” Their partnership focuses on social contribution programs featuring ENHYPEN and support activities that encourage people to donate blood regularly.
Both sides hope the collaboration will help blood donation become a more familiar and positive part of everyday culture.
The Korean Red Cross has also been making wider efforts to boost participation. This includes plans announced earlier this month to provide small appreciation gifts, such as mobile coffee vouchers, for blood donors.
ENHYPEN leader Jungwon shared his thoughts at the ceremony, saying “I believe blood donation is an act of sharing in which small acts of courage come together to protect someone’s day, and even their life.” He said he feels “honored to take the lead in promoting the campaign” and hopes it can help create a warmer world.
The partnership also connects naturally with ENHYPEN’s music and storytelling. The group is known for its dark fantasy universe, often using vampire themes in its albums. Their seventh mini-album, The Sin: Vanish, set for release on January 16, 2026, continues this storyline. It tells the story of lovers who break the taboo between humans and vampires and choose to run away together.
BELIFT LAB CEO Kim Tae Ho explained that ENHYPEN’s name represents different beings connecting and moving forward together. He said this collaboration is a way to put that idea of “connection” into real action.
The Korean Red Cross also stressed the importance of the campaign. The organization shared that in Korea, one unit of blood is used every seven seconds. It described blood donation as a noble act that saves lives directly and indirectly. The organization expressed hope that this agreement will help spread a lasting blood donation culture.
This is not the first time BELIFT LB and ENHYPEN have taken part in social contribution efforts. In late 2025, they donated 100 million won to help with flood recovery in the Philippines.
In the future, the label plans to continue similar offline collaborations, including future cooperation with the Japanese Red Cross, both in Korea and abroad.
