The group ENHYPEN has demonstrated its powerful influence through global collaborations.
ENHYPEN (Jungwon, Heeseung, Jay, Jake, Sunghoon, Sunwoo, Niki) is showcasing various collaborations with the global audio and music platform Spotify in celebration of the release of their mini album 'DESIRE: UNLEASH'.
First, the pop-up 'MAISON ENHYPEN' held in Seoul, Tokyo, and Jakarta has caught attention. Many domestic and international fans (ENGENE) visited the pop-ups in Seoul and Tokyo, which started on the 5th and 7th, and the Jakarta pop-up, which will run until the 16th, saw a surge in pre-registration, confirming ENHYPEN's hot popularity.
Fans created special memories by taking photos at the photo zones set up throughout the venue, experiencing interactive zones inspired by each track of the new album, and viewing the outfits and props worn by ENHYPEN during their performance at 'Coachella' in April, which thrilled audiences worldwide.
As Spotify, which has collaborated with top K-pop artists, pays attention to ENHYPEN, it highlights their elevated global status and influence. A representative from Spotify stated, "ENHYPEN has made remarkable growth over the past few years, expanding their presence among Spotify listeners worldwide," and added, "We are delighted to celebrate the release of the new mini album in a special way with fans around the world through this collaboration."
Additionally, ENHYPEN has been selected as the first artist for Spotify's K-pop performance video series as part of this collaboration. The performance video of 'Loose (Korean Ver.)', released today (13th), showcases the members' dandy charm and their sexy yet relaxed dance moves, enhancing the immersion.
Beyond their collaboration with Spotify, ENHYPEN has created spaces for fans to enjoy around the world. They will hold the 'ENHYPEN 'DESIRE: UNLEASH' POP-UP STORE' in various locations, including The New B113 in Beijing, Tianhe Plaza in Guangzhou, Tower Records Shibuya in Tokyo, and Umeda NU Chayamachi in Osaka.
In Bangkok, Thailand, a region-specific program utilizing ENHYPEN's IP is underway in celebration of their world tour 'WALK THE LINE', which will take place on the 21st. This event will feature ENHYPEN-related products and food and beverages at seven franchises, including the Bangkok Mass Transit System (BTS), large shopping malls, hotels, cafes, dessert shops, and restaurants.
[Geum Bitna, MK Sports Reporter]
