Belift Lab – What You Need to Know

If you follow K‑pop, you’ve probably seen the name Belift Lab pop up on news feeds and music videos. It’s not a random label – it’s a joint venture between two giants, HYBE (formerly Big Hit) and CJ ENM. The partnership blends HYBE’s artist‑development expertise with CJ ENM’s TV production muscle, creating a fast‑track to debut new groups.

Belift Lab’s first claim to fame was the reality show I-LAND, which aired in 2020. The show’s purpose was simple: find fresh talent and train them for a global debut. The result was ENHYPEN, a seven‑member boy band that hit charts in Korea, Japan, and the U.S. within weeks. ENHYPEN’s success proved that the Belift Lab formula works – combine high‑quality training, strong storytelling, and a solid marketing push.

How Belift Lab Was Born

The idea started in early 2020 when HYBE’s founder, Bang Si‑hu, and CJ ENM’s CEO, Kim Hyun‑seok, saw an opportunity to merge their strengths. HYBE already had a track record with BTS and TXT, while CJ ENM owned the Produce 101 franchise and other hit shows. By pooling resources, they could run larger auditions, produce higher‑budget content, and reach audiences beyond South Korea.

Belift Lab officially launched in March 2020, and the first project was set up immediately. They recruited trainees from all over Asia, gave them rigorous vocal, dance, and language training, and documented the whole journey on TV. The transparency of the process built a dedicated fanbase before any music even dropped.

What Belift Lab Is Doing Now

After ENHYPEN, Belift Lab announced plans for a second group, though details are still under wraps. The label is also expanding into other entertainment areas, like acting gigs, web dramas, and brand collaborations. They’re testing new digital platforms for fan interaction, such as virtual fan meetings and exclusive behind‑the‑scenes content.

What sets Belift Lab apart is its willingness to experiment. While many K‑pop agencies stick to a proven formula, Belift Lab tries fresh concepts, like multi‑language releases and cross‑border collaborations. This approach keeps fans engaged and opens doors to new markets.

In short, Belift Lab is more than a label – it’s a hybrid studio that mixes TV production, music creation, and global marketing. If you want to stay ahead of the next K‑pop wave, keep an eye on their announcements, because the next big act could be just a few weeks away.