ENHYPEN Unleashes Stadium Tour and "宵-YOI-" EP in Japan: A Dual Strategy for Market Domination

By C.M. Ong | News | July 3, 2025

Source: 스타플러스 STAR PLUS

ENHYPEN is making bold moves in Japan with a dual-pronged strategy that combines live performance spectacle and new Japanese music. Their ENHYPEN WORLD TOUR ‘WALK THE LINE’ IN JAPAN -SUMMER EDITION- kicks off with two massive shows at Ajinomoto Stadium in Tokyo (July 5–6), followed by Yanmar Stadium Nagai in Osaka (August 2–3). This marks ENHYPEN’s fastest rise to stadium status for any overseas act in Japan, reaching this milestone just 4 years and 7 months after debut.

Their concerts promise immersive stages, including a water-themed production teased by BELIFT LAB, highlighting the group’s dedication to delivering a high-value performance experience.

Simultaneously, ENHYPEN is gearing up to release their fourth Japanese single "宵-YOI-" on July 29, with lead track "Shine On Me" pre-released on July 4. The hopeful J-pop ballad also serves as the ending theme for CTV’s drama Even Shrimps Want to Fish for Sea Bream, positioning the group within mainstream Japanese entertainment.

The EP will feature “Echoes” and a Japanese version of “Bad Desire (With or Without You),” extending the storyline from their sixth Korean EP Desire: Unleash. A dedicated showcase event on July 31 will close the month-long rollout.

This integrated approach—concerts, new music, a drama OST, and a high-profile showcase—creates a dense, sustained wave of engagement. It reflects BELIFT LAB’s meticulous planning to convert public attention into lasting fandom, maximizing ENHYPEN's visibility across multiple cultural touchpoints in Japan.