ENHYPEN says storytelling is key to deepening fans' connection to K-pop

ENHYPEN has reflected on the importance of storytelling in K-pop, saying the group's expanding 'DARK MOON' universe has helped strengthen fans' connection to both its music and broader content.

Speaking with reporters in San Diego on July 24 (local time), the members discussed how narrative-driven content has become a defining part of the group's identity.

"Storytelling plays a huge role in K-pop," Jay said. "When people become fans of something, they naturally want to explore more related content. Our fans can enjoy not only our music, but also our performances, videos and additional content like 'DARK MOON'. I think that's what makes our group special."

Unlike many K-pop groups that hint at fictional universes through music videos and lyrics, ENHYPEN has continued to expand its vampire-themed storyline through the 'DARK MOON' webtoon and web novel series since 2022.

Jake explained that the group's ongoing narrative has helped immerse fans more deeply in its music.

"We've been building this story since our debut, and it's reflected in our album lyrics as well," he said. "I think that helps fans become more invested. They enjoy both 'DARK MOON' and ENHYPEN together."

The members also revealed that they actively contribute to the development of the story. According to Jay, the creative team regularly interviews the group about their personal thoughts, emotions and experiences, which are then incorporated into both 'DARK MOON' and ENHYPEN's music videos.

One installment of the franchise, 'DARK MOON: The Blood Altar', has surpassed 200 million cumulative views and was later adapted into an animated series, helping bring ENHYPEN to this year's San Diego Comic-Con.

Jungwon said he was surprised to discover that many visitors viewed 'DARK MOON' as a standalone animated series rather than simply an extension of the group's content.

"I realized there are a lot of people who see 'DARK MOON' as its own animation rather than just idol content," he said. "That was really surprising."

When asked whether the members would appear if the series were ever adapted into a live-action drama, Sunoo laughed off the idea of taking on major acting roles.

"I don't think we're good enough at acting to be cast," he said. "But we'd definitely be open to making a cameo."

Following the interview, ENHYPEN hosted 'DARK MOON Blood Night', a vampire-themed fan event at the House of Blues San Diego, where 650 fans selected through a lottery attended in vampire-inspired dress. The group performed six songs connected to its fictional universe, including 'Bite Me', 'Karma' and 'Criminal Love'.