ENHYPEN Proves Global Influence as New Face of Shilla Duty Free

K-pop boy group ENHYPEN has been named the new face of Shilla Duty Free.

The group's agency, BELIFT LAB, announced on Sept. 4 that all six members — Jungwon, Jay, Jake, Sunghoon, Sunoo and Ni-ki — were selected as official promotional models for the retailer.

An appointment ceremony was held on Aug. 26 at the Shilla Duty Free Seoul store in Jung District, central Seoul.

ENHYPEN's global reach played a key role in the decision. With duty-free stores catering primarily to outbound travelers and international tourists, the retailer expects the group's worldwide recognition and fanbase to boost its visibility among both groups. Shilla Duty Free plans to use the partnership to expand its reach and strengthen communication with global customers.

ENHYPEN will participate in the brand's online and in-store promotions, digital content and social media events.