ENHYPEN’s Sunghoon played a vital role in bridging sports and K-pop at the ‘2026 Milan-Cortina Winter Olympics’.
From February 5 to 9 (local time), Sunghoon engaged in various activities in Milan, Italy, including the torch relay, opening ceremony, and national team events, serving as a promotional ambassador for the Korean Sport & Olympic Committee. During this period, he focused on promoting the spirit of sports and the passionate energy of Team Korea globally.
On the 10th, Sunghoon stated through his agency, Belift Lab, “I never imagined I would be part of the Olympics in a different capacity from when it was my first dream as a child. Through the torch relay and attending the games, I was able to recall the passion and memories from my time as an athlete. It was an unforgettable experience.”
Sunghoon’s remarkable five-day activities at the Winter Olympics drew significant attention. On February 5, he successfully completed the torch relay amid a large gathering, generating considerable buzz. On the 6th, as the sole Korean officially invited by the International Olympic Committee (IOC), he walked the red carpet at the opening ceremony. He also visited Korea House and Samsung House, where he promoted Korean culture and technology as a ‘cultural diplomat’.
Additionally, Sunghoon attended the figure skating team short program on the 7th and the women’s 1000m speed skating final on the 9th, energizing Team Korea with his presence. After news of his attendance at the figure skating event spread, the IOC promptly extended an invitation, resulting in Sunghoon’s surprise appearance in a pre-competition countdown segment, which further amplified the cheering.
Sunghoon’s extensive activities also garnered attention from domestic and international media. Interviews with Sunghoon were held twice at Korea House and the Main Press Center (MPC) on February 5 and 8. The interview sessions were highly competitive, with domestic broadcasters, major media outlets, and international reporters from countries such as Italy and Greece all present.
According to the Korean Sport & Olympic Committee, “Sunghoon, as a former figure skater and a K-pop artist representing the country, shares many similarities with Team Korea’s national athletes. This partnership with such a symbolic ambassador makes this collaboration even more meaningful.” They added, “We are grateful for his participation in promotional activities such as the ‘SHOUT OUT’ challenge and other Olympics-related content. We believe that with his support, our athletes will perform excellently in this competition.”
