ENHYPEN, the boy group under Belift Lab, is facing criticism over its latest artist-designed merchandise, with fans accusing the company of recycling concepts already used by fellow HYBE labelmates TXT.
The controversy centres on a character keyring created by ENHYPEN member Sunghoon, which many have pointed out bears a striking resemblance to a keyring designed by TXT’s Yeonjun during his GGUM promotions.
Photos comparing the two items quickly began circulating on fan communities and forums, with the similarities immediately drawing attention. Fans noted that the overall facial design, structure, and details looked almost identical, sparking speculation that Sunghoon’s keyring was not an original creation. “Here’s Yeonjun’s,” fans wrote as they juxtaposed the two pieces side by side.
The backlash has been particularly strong because these items were marketed as “artist-made merchandise,” which implies direct creative involvement from the idols themselves.
Some supporters of both groups voiced disappointment, with a number of TXT fans suggesting that Sunghoon may have based his design on Yeonjun’s.
Others highlighted that Belift Lab staff may have played a role, alleging that Sunghoon was provided with Yeonjun’s keyring as a reference during the design process.
One fan noted that “Sunghoon was even shown Yeonjun’s keychain in person. It was cropped out badly of the shot,” fuelling suspicion that the company may have cut corners to save time and production costs.
Many fans have argued that the controversy points more to the company’s practices than to the artist himself, speculating that Belift Lab simply reused Yeonjun’s mould and design to minimise expenses.
The incident has reignited ongoing debates about overlapping concepts within HYBE labels, with critics accusing the company of failing to maintain distinct creative identities for its groups.
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As of now, Belift Lab has not released any statement addressing the plagiarism allegations. Meanwhile, the debate continues to spread across Korean and international fan communities, with the issue trending on social media platforms.
With both TXT and ENHYPEN managed under the HYBE umbrella, the controversy has only intensified discussions about how the label handles its artists’ individuality and intellectual property.
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