BELIFT LAB is a South Korean entertainment company formed as a joint venture between Big Hit Entertainment and CJ ENM. Established in 2020, it focuses on producing and managing music artists, particularly in the K-pop genre. The company aims to create a unique platform for talent development and innovative content. The first boy group launched by BELIFT LAB is ENHYPEN, which debuted in November 2020 after participating in the reality survival show I-LAND. The group quickly gained popularity, showcasing the company's commitment to nurturing young talent and delivering engaging performances to fans worldwide.