BeLift Lab / HYBE Labels took minimal measures to address the recent backlash against ENHYPEN's collaboration with South Korean food company SPC Group, but the measures did not impress fans. 

SPC Group is a South Korean food company based in Seoul that manufactures food, bread, and other confectionery products. A boycott against the group was launched around October of 2022, after a female employee was killed from being crushed by a mixing machine at a  'Paris Baguette' factory in Pyeongtaek on October 15, and a few days later, another male employee lost his fingers in a machine at a 'SHANY' factory in Seongnam on October 23. Most recently, another factory accident occurred in August of this year, where a male employee became stuck in a machine at another 'SHANY' factory and ultimately passed away. 

The collaboration between SPC Group and ENHYPEN is the result of ENHYPEN's upcoming 5th mini album, 'Orange Blood'. The group will host a pop-up event in at HIVE Hannam where fans can purchase merchandise, visit special exhibits, and enjoy themed food and beverages sold at 'Baskin Robbins HIVE'. In Korea, 'Baskin Robbins' operates as a subsidiary of SPC Group. 

What stirred the backlash against this particular collaboration? 

The negative response arose when netizens saw the names of the themed food offered at 'Baskin Robbins HIVE', "Orange Blood Cake", "Orange Blood Ice Cream", and "Orange Blood Fruity". 

"A female employee died in a machine accident at an SPC factory, and they think it's fine to name it 'blood'. Folks at BeLift Lab, do those heads sit on top of your neck for decoration?"

"Someone died a bloody death making confectionary for SPC. Even if it's for the album promotion, 'orange blood cake'? Is this some sick joke?"

The backlash quickly spread until it was received by BeLift Lab, and the agency responded with minimal measures. 

The "Orange Blood Cake" item was removed from the special menu, and the other food items were renamed "Pop-Up Special Ice Cream" and "Pop-Up Special Fruity". The description also refrained from mentioning the collaboration with 'Baskin Robbins'. 

When contacted about the issue, an administrative rep at HYBE initially gave the response, "I only deal with matters related to HYBE artists, so I was not aware of this issue. Please contact SPC instead." The rep then changed their position by adding, "After deliberation, it seems that this is an issue requiring attention. We will look into it."

Despite the minimal measures taken by BeLift Lab and HYBE, fans are still critical, claiming that the collaboration with 'Baskin Robbins' and SPC Group be cancelled entirely.