Enhypen Seonghoon played an important role in connecting K-pop and sports at the 2026 Milan-Cortina Winter Olympics. From February 5 to 9, Seonghoon fulfilled various schedules in Milan, Italy, including the torch relay, the opening ceremony, and watching the national team's games, carrying out his duties as an ambassador for the Korean Sports Council. During this period, he focused on promoting the spirit of sports and the passion of Team Korea to the world.

Through his agency Belif Lab, Seonghoon said, "I never imagined that I would stand at the Olympics, my first childhood dream, in such a different way. Through the torch relay and watching the games, I was able to recall the passion and memories I felt as an athlete. It was a precious experience that I will remember for a lifetime."

On the 5th, Seonghoon successfully completed the torch relay, drawing a large crowd. On the following day, the 6th, he was the only Korean officially invited by the International Olympic Committee (IOC) to walk the red carpet at the opening ceremony. Afterwards, he visited Korea House and Samsung House, serving as a "cultural diplomat" to promote Korean culture and technology.

On the 7th and 9th, he watched the figure skating team short program and the women's 1000m speed skating final, respectively, cheering on Team Korea. Especially after news of his figure skating viewing spread, the IOC reached out to Seonghoon, and he appeared in the pre-game countdown segment, adding to the excitement.

Seonghoon's activities attracted attention from domestic and international media. On the 5th and 8th, interviews with Seonghoon were held at Korea House and the Main Press Center, where domestic broadcasters and foreign reporters from Italy, Greece, and other countries competed to cover him.

The Korean Sports Council stated, "Seonghoon, as a former figure skater and K-pop artist, shares many similarities with Team Korea's national athletes. It is especially meaningful to have an ambassador with such unique symbolism accompany us. We are very grateful that he took the lead in promotional activities by participating in Olympic-related content such as the 'SHOUT OUT' challenge. We hope that our athletes will perform well in this competition, inspired by his support."

Seonghoon's presence at the Winter Olympics site is regarded as an embodiment of Enhypen's core value of 'connection' beyond individual achievements. His journey, crossing different fields of past and present, sports and music, to reach the singular destination of the Olympics, was noted as a prime example of the team's identity.

Enhypen's goal is closely related to the Olympic spirit of harmony through 'connection.' At the opening ceremony, IOC member Kirsty Coventry emphasized, "Athletes worldwide compete fiercely yet encourage each other, reminding us all that we are 'connected.'" Seonghoon's activities were an important moment demonstrating how the power of connection manifests on the international stage of the Olympics.