Draft:Belift Lab

2018: Founding

In September 2018, Belift Lab was founded as a joint venture between HYBE and CJ ENM, aiming to develop and manage new K-pop artists for the global market by combining HYBE's production expertise with CJ ENM's media and promotion capabilities.^[1]

2019: Early Development and Global Auditions

After being founded in late 2018, Belift Lab began its first major initiatives in 2019 with plans to build a new K-pop group scheduled for debut in 2020. In March 2019, the company officially announced its formation and launched global auditions to recruit male trainees who could potentially debut as part of a future idol group. These auditions were held in multiple regions, including South Korea, the United States, Japan, and other countries, aiming to scout talent with international potential.^[1]

2020: I-LAND and the Formation of ENHYPEN

In 2020, Belift Lab organized the survival reality show I-LAND in collaboration with Mnet and CJ ENM to create a new K-pop boy group. The program featured trainees competing in missions and evaluations for a place in the final lineup. Global fan participation through voting was included in the selection process, and the show received coverage as an international audition and development platform.^[4]

By September 2020, seven trainees were selected to debut as the boy group ENHYPEN: Jungwon, Heeseung, Jay, Jake, Sunghoon, Sunoo, and Ni-ki.

In the months following the conclusion of the show, Belift Lab released promotional materials for ENHYPEN, including concept teasers, official member profiles, and merchandise announcements. On November 30, 2020, ENHYPEN debuted with their first mini-album, Border: Day One, featuring the lead single Given-Taken. The album received significant preorders and online engagement, reflecting fan interest both domestically and internationally.

Following their debut, ENHYPEN gained further recognition after winning the Rookie Artist of the Year Award at the 2020 Golden Disc Awards, with coverage noting the group's formation through global fan participation and the response to their debut release.^[5][6]

2021: Continued promotions and releases

ENHYPEN held their first fan meeting, titled "EN-CONNECT," at Blue Square Mastercard Hall in Yongsan-gu, Seoul, from February 6 to 7, 2021, with the event also streamed online on February 7, providing an opportunity to interact with fans and celebrate milestones such as their debut and winning the Rookie Artist of the Year Award at the 2020 Golden Disc Awards.^[6]

On April 16, 2021, ENHYPEN revealed the tracklist for their second extended play, BORDER: CARNIVAL, through their official social media channels. The album consists of six tracks, including an intro and an outro. The lead single, "Drunk-Dazed," is a pop-rock song produced by Wonderkid and Bang Si-hyuk. The album also includes "Intro: The Invitation," "FEVER," a modern pop-R&B track, "Not For Sale," which explores contemporary teenage experiences, "Mixed Up," featuring synthesizer and electric guitar elements, and "Outro: The Wormhole," which concludes the BORDER series.

BORDER: CARNIVAL was released on April 26, 2021, in three versions—UP, HYPE, and DOWN—each offering a different visual concept.^[7]

On August 26, 2021, five members of ENHYPEN—Jungwon, Heeseung, Jay, Jake, and Sunghoon—tested positive for COVID-19. The group had entered self-quarantine on August 26 after a staff member tested positive, and were classified as close contacts by government authorities the following day. Jake initially developed symptoms, including a cough and fever, on August 29 and tested positive on August 30. The remaining four members subsequently showed similar symptoms and were confirmed positive through PCR testing. All five were admitted to treatment facilities according to public health guidelines, and Belift Lab stated that they were exhibiting mild symptoms and would receive full support during their recovery.

The agency also confirmed that following the COVID-19 case at the production site on August 25, all others present, including the remaining ENHYPEN members, tested negative and self-quarantined, reducing the risk of further spread. Fans, particularly in the Philippines, expressed support using the hashtag #AlwaysWithENHYPEN.^[8][9]

ENHYPEN released their first studio album, Dimension: Dilemma, following the conclusion of their BORDER series. The album continues the group's narrative, exploring themes of identity and self-discovery as the members navigate challenges in a new and complex environment. Dimension: Dilemma features three visual concepts—SCYLLA, CHARYBDIS, and ODYSSEUS—representing the members' personal growth, internal conflicts, and emerging desires. The album consists of eight tracks:

• "Intro: Whiteout"
• The lead single "Tamed-Dashed"
• "Upper Side Dreamin'"
• "Just a Little Bit"
• "Go Big or Go Home"
• "Blockbuster" featuring Yeonjun of TOMORROW X TOGETHER
• "Attention, Please!"
• "Interlude: Question".^[10]

2022-present: Ongoing activities

From 2022 onward, Belift Lab continued its operations primarily through its management of ENHYPEN, who released additional extended plays and conducted a series of domestic and international promotions. These activities included online and in-person fan events, music show appearances, and world tours, helping to maintain the group's visibility in both the Korean and global markets. The company routinely issued official updates regarding the members' health and schedules, ensuring compliance with public health guidelines and minimizing disruptions to planned events.

In August 2023, HYBE announced that it would purchase CJ ENM's 51.5 percent stake in Belift Lab for 150 billion won (approximately $113.8 million). The agreement, which included the transfer of 742,200 shares, was set to be finalized on September 1, 2023, making Belift Lab a wholly owned subsidiary of HYBE. The acquisition was intended to strengthen HYBE's multi-label system while allowing Belift Lab and its artists to continue operating with their individual identities.^[1]

In 2023, Belift Lab, in collaboration with JTBC and Studio JAMM and Mushroom Company, launched the survival audition program R U Next? to select the members of its first girl group. The show premiered on June 30, 2023 and consisted of 10 episodes, featuring 22 trainees competing across seven evaluation rounds that assessed potential, expressiveness, genre adaptability, professionalism, distinctiveness, creativity, and overall star quality. The program was hosted by Girls' Generation's Choi Sooyoung, and the theme song "R.U.N" was performed by Bae Suzy.

Throughout the series, contestants received training and mentorship from industry coaches, with episodes highlighting both performance stages and personal development. The final episode aired on September 1, 2023, where the winning contestants were revealed to form the new girl group I'LL-IT. Initially, six members were selected—Wonhee, Youngseo, Minju, Iroha, Moka, and Yunah—through a combination of audience votes and agency decisions.

Following the conclusion of R U Next?, Youngseo departed from the lineup by mutual agreement with Belift Lab, and I'LL-IT proceeded toward their official debut as a five-member group in early 2024, marking Belift Lab's first female act.^[11]

In March 25, 2024, Belift Lab debuted its first girl group, ILLIT, with the release of their debut extended play, Super Real Me. The group, composed of Yunah, Minju, Moka, Wonhee, and Iroha, presented the lead single "Magnetic", which combines elements of house, pluggnb, R&B, and EDM. The debut marked Belift Lab's entry into producing fifth-generation K-pop girl groups and focused on delivering music with themes relatable to teenagers. ILLIT held a media showcase on the day of their debut, where the members highlighted that "Magnetic" was created in collaboration with teenage producers to capture authentic youthful emotions.^[12]

In July 2025, Belift Lab announced that it is searching for its next boy group. Males born between 2007 and 2014 are eligible to apply, with auditions open to those skilled in singing, rapping, dancing, or music production.

Applicants who pass the initial online screening will advance to in-person auditions, during which Belift Lab staff will travel to meet candidates regardless of location, reflecting the agency's commitment to discovering top-tier talent worldwide.^[13]

Current artists

• ENHYPEN
  • Ni-Ki
  • Heeseung
  • Jake
  • Sunghoon
  • Jungwon
  • Sunoo
  • Jay

• ILLIT
  • Yunah
  • Moka
  • Wonhee
  • Iroha
  • Minju

Former artists

• ILLIT
  • Youngseo^[14]

Plagiarism lawsuit with Min Hee-jin

The legal dispute between former ADOR CEO Min Hee-jin and HYBE subsidiary Belift Lab over claims of plagiarism involving the rookie girl group ILLIT has continued throughout 2025. Belift Lab filed a ₩20 billion KRW (about $14.3 million USD) lawsuit against Min, claiming that her public accusations of plagiarism damaged ILLIT's reputation and business. The lawsuit, originally filed in June 2024, asserts that Min's statements were unfounded and motivated by personal interest.

On January 10, 2025, the Seoul Western District Court held the first oral arguments in the case. Min responded by alleging that Belift Lab used ILLIT as a shield to deflect criticism regarding alleged harm to NewJeans, the group she formerly led. She further claimed that a HYBE whistleblower revealed ILLIT's creative team had access to NewJeans' plans, resulting in notable similarities in branding and style. Min criticized HYBE's multi-label strategy, arguing that it fosters replication rather than originality.

Min first raised concerns in April 2024, stating that ILLIT copied NewJeans' choreography, styling, and branding. She pointed to online reactions following ILLIT's teaser releases, claiming that fans confused ILLIT with NewJeans, sparking controversy. According to Min, "If the court looks at the materials, they will also find it confusing to distinguish whether it's ILLIT or NewJeans. What's important in this case is that the defendant's planning materials were leaked before the plaintiff's plan was finalized. Considering all the circumstances together, raising objections as the head of NewJeans' company was in the public interest, and therefore cannot be considered defamation."

ILLIT, formed through the 2023 JTBC survival show R U Next?, debuted in March 2024 with their EP "Super Real Me". Belift Lab maintains that ILLIT's concept was finalized in July 2023, before any accusations arose, and asserts that any similarities with NewJeans are purely coincidental. The company has requested an expedited trial, accusing Min of delaying proceedings, while her team insists HYBE must take responsibility.

On January 13, 2025, Min released a statement expressing support for NewJeans' return to ADOR, emphasizing that her lawsuit with HYBE is separate from the group: "I can start anew anywhere. But under any circumstance, NewJeans must be protected fully as a group of five. I hope the members grow into an even better NewJeans and, above all, that each member is happy. I am doing my best as an individual, and I hope the truth will be revealed. Thank you for your continued support."^[15][16]

Illegal stalking and privacy violations

On March 5, 2025, Belift Lab announced that ENHYPEN has been facing escalating cases of illegal stalking and serious invasions of privacy. In a statement released on the fan platform Weverse, the agency said the situation had become severe enough to require active legal action to protect the artists' safety and rights.

According to Belift Lab, recent incidents included individuals hiring delivery workers or drivers to gain access to the group's accommodations, secretly photograph the members, and sell the images. The agency stressed that these acts were carried out against the artists' will and constitute illegal stalking. Evidence such as CCTV footage has been secured, and criminal complaints have already been filed, with the company cooperating closely with law enforcement.

The agency also reported repeated cases of privacy violations, including illegally boarding the artists' flights using purchased information and unauthorized filming in private spaces. Belift Lab said it is continuously collecting evidence, including tips from fans, to identify those responsible and proceed with reporting and lawsuits.

In addition, the company addressed the spread of false information about ENHYPEN, stating that certain individuals were organizing in online chat rooms to circulate rumors, sell personal information, and threaten the artists. Belift Lab said strong legal measures are being taken against these actions, which include stalking the artists' private lives, acquiring and selling illegal materials, and sending obscene messages.

Belift Lab also urged fans to maintain order and safety at airports, warning that overcrowding, excessive physical contact, illegal filming, and the sale of flight information pose risks to artists, fans, and airport users. The agency noted that an airline employee had recently been caught selling boarding information following an investigation.

The agency concluded by stating that individuals identified as stalkers will be banned from artist-related events. Several cases have already been reported, with police investigations ongoing, though real-time updates cannot be shared to avoid disrupting the process. Belift Lab reaffirmed its commitment to protecting ENHYPEN and thanked fans for their continued support.^[17]

Lawsuit against Team Bunnies

In December 2025, Belift Lab filed a lawsuit against Team Bunnies, a fan group of NewJeans, accusing the group of defaming Belift Lab's girl group ILLIT. The complaint, submitted to the Seoul Western District Court, alleges that the operator of Team Bunnies repeatedly spread false claims that Illit plagiarized NewJeans, causing reputational and financial harm, with the label seeking 100 million won (around $68,000–$87,000) in damages.

Belift Lab also claimed that Team Bunnies obtained and publicly shared Illit's confidential internal planning documents. The label further noted that the fan group filed criminal complaints in November 2024 against Belift Lab executives after the company publicly denied the plagiarism accusations, describing the complaints as malicious and unfounded.

Team Bunnies had presented itself as a professional collective from legal, media, finance, and cultural sectors, but investigations later revealed that the operator was a minor. In October 2024, the operator posted a fundraising bank account on social media, claiming the donations would be used to pursue complaints against posts allegedly harming NewJeans, raising over 50 million won in eight hours—despite Korean law requiring organizations to register when collecting more than 10 million won.^[18][19]

Drama

• EN-DRAMA (2024) (with ENHYPEN)^[20]

Reality

• I-LAND (2020, Mnet) (with Belift Lab, CJ ENM, and Studio Take One)^[4]
• R U Next? (2023, JTBC) (with Belift Lab, Studio JAMM, and Mushroom Company)^[21]