Belift Lab’s boy group ENHYPEN is facing backlash over their latest round of artist-made merchandise. The controversy centers on a keyring designed in the likeness of Sunghoon, which many fans claim looks strikingly similar to a keyring released by TXT’s Yeonjun during his “GGUM“ promotions.
Photos comparing the two items quickly spread across online communities, showing near-identical designs in face. Here’s Yeonjun’s.
This is Sunghoon’s.
Fans of both groups voiced frustration, with some accusing Sunghoon of designing his figure after Yeonjun’s. After all, the design was meant to have come from the artist directly.
Others pointed out that the staff had allegedly even provided Sunghoon with materials from Yeonjun’s keyring as reference.
❌ Hybe did NOT used the same graphic designer, he stole and plagiarize the art from him and will not paid a single dime for it.
❌ Sunghoon had a ggumjjunie keychain and a FANSITE picture of YEONJUN in the table and yet, still choose to plagiarize and call it own. https://t.co/NtmqDHwWkm— S t a r k i s s e d ★ (@bluespringolden) August 25, 2025
Sunghoon was even shown Yeonjun’s keychain in person. It was cropped out badly of the shot.
Fans argued that it was possible the company tried to cut costs by reusing the same mould and desin=gn.
Not the figure he drew being right in front of him lol. I think Belift used sunghoon to avoid paying the same artist that designed Yeonjun's mini me ggum figure by claiming he designed it. And sunghoon obviously went along with the company and just copied Yeonjun's figure. pic.twitter.com/mn0RnMelcj
— 𖤐Soobyboobypooper𖤐 (@i_want_2_B) August 25, 2025
As of now, Belift Lab has not addressed the plagiarism accusations, but the debate continues to spread across Korean and international fan communities. With both TXT and ENHYPEN under the HYBE umbrella, the incident has only fueled ongoing discussions about overlapping concepts between the label’s artists.
