From MC-era criticism and malicious comments to invasive fan behavior, safety concerns, and intense public pressure, Sunghoon has faced challenges that led many fans to question whether enough was being done to safeguard him.
During I-LAND, Sunghoon was involved in several high-pressure competition segments that later became controversial among viewers.
Fan Complaints:
Editing that allegedly portrayed him negatively.
Conflict-focused storylines emphasizing tension.
Competitive moments amplified for drama.
Negative audience perceptions formed through broadcast narratives.
Emotional pressure placed on a minor trainee.
Why Fans Called It Mistreatment: Fans argued that BELIFT and the show's production team prioritized dramatic television content over protecting Sunghoon's image and emotional well-being during a formative period of his career.
Following ENHYPEN's debut, Sunghoon became a target of hostility from some viewers and fans of eliminated trainees.
Fan Complaints:
Hate comments across social media.
Harassment from rival fandom spaces.
Personal attacks targeting his position in the group.
Lack of visible protection for a newly debuted minor.
Early damage to his confidence and reputation.
Why Fans Called It Mistreatment: Fans believed BELIFT failed to adequately protect Sunghoon from targeted harassment despite being responsible for the welfare of a newly debuted teenage idol.
As ENHYPEN's popularity grew, fans raised concerns regarding Sunghoon's individual visibility.
Fan Complaints:
Frequent absence from solo livestream content.
Limited opportunities for individual promotion.
Fewer variety appearances than expected.
Difficulty establishing a personal identity outside group activities.
Reduced opportunities to connect directly with fans.
Why Fans Called It Mistreatment: Fans argued BELIFT failed to capitalize on Sunghoon's popularity and did not provide sufficient opportunities for him to develop an individual brand.
Fans tracked content distribution and frequently questioned Sunghoon's visibility.
Fan Complaints:
Limited screen time in some content.
Reduced center presence during certain performances.
Lack of focus despite his performer position.
Fewer memorable individual moments.
Perceived underutilization of his skills.
Why Fans Called It Mistreatment: Fans felt BELIFT consistently overlooked Sunghoon's strengths and prevented him from receiving visibility proportional to his popularity and role within the group.
Throughout 2022, fans increasingly criticized Sunghoon's musical role within ENHYPEN.
Fan Complaints:
Minimal line distribution in several releases.
Limited vocal opportunities.
Perception that he functioned primarily as a performer rather than vocalist.
Growing frustration among fans regarding song participation.
Organized fan protests and voting boycotts.
Why Fans Called It Mistreatment: Fans believed BELIFT repeatedly minimized Sunghoon's contributions despite his improvement and growth as an artist.
Fans frequently requested solo content highlighting Sunghoon's abilities.
Fan Complaints:
Delayed or absent official covers.
Fewer individual performance projects.
Limited opportunities to showcase artistic growth.
Reduced exposure compared to expectations.
Creative ambitions appearing unsupported.
Why Fans Called It Mistreatment: Fans argued BELIFT failed to provide platforms that would allow Sunghoon to develop and display his individual talents.
Sunghoon's successful tenure as a Music Bank MC ended amid concerns regarding workload and scheduling.
Fan Complaints:
Extremely demanding schedules.
Frequent travel immediately after broadcasts.
Limited recovery time.
Difficulty balancing MC and group commitments.
Loss of a valuable individual platform.
Why Fans Called It Mistreatment: Fans argued BELIFT failed to properly manage Sunghoon's schedule and ultimately ended a major opportunity rather than creating a sustainable balance between activities.
Fans voiced frustration regarding promotion of Sunghoon's individual brand activities.
Fan Complaints:
Limited promotion of ambassador-related appearances.
Insufficient publicity for solo achievements.
Missed opportunities to maximize exposure.
Inconsistent promotional support.
Lack of emphasis on significant milestones.
Why Fans Called It Mistreatment: Fans believed BELIFT failed to fully support and capitalize on Sunghoon's growing commercial influence and brand value.
Throughout major events, fans criticized aspects of Sunghoon's styling.
Fan Complaints:
Repetitive wardrobe choices.
Ill-fitting outfits at some events.
Styling viewed as less impactful than expected.
Missed opportunities to highlight his visual strengths.
Inconsistent presentation at high-profile appearances.
Why Fans Called It Mistreatment: Fans believed BELIFT failed to consistently present Sunghoon in a way that reflected his status as one of the group's most recognized visuals.
Line distribution became one of the largest fan complaints during the Romance: Untold era.
Fan Complaints:
Continued vocal underutilization.
Minimal singing parts.
Distinct vocal tone receiving limited use.
Fan-organized protest campaigns.
Trending hashtags demanding fair treatment.
Why Fans Called It Mistreatment: Fans argued BELIFT continued to restrict Sunghoon's artistic visibility despite years of growth and improvement.
Sunghoon was announced as a L'Oréal Paris ambassador alongside actress Han So-hee in a dual-ambassador system.
Fan Complaints:
Minimal promotional efforts from BELIFT.
Lack of domestic media push.
Limited publicity outside existing fandom circles.
Few official updates highlighting the achievement.
Missed opportunity to increase public recognition.
Why Fans Called It Mistreatment: Fans argued BELIFT failed to fully utilize a major international endorsement opportunity that could have elevated Sunghoon's individual profile.
During official content, fans noticed that "Good Job" was mistakenly written as "Good Jap." Because "Jap" has historically been used as an ethnic slur against Japanese people, the mistake quickly sparked concern among fans.
Fan Complaints:
Offensive wording appeared in THE LISTENING PARTY.
The typo remained visible long enough to attract attention.
Concerns regarding cultural sensitivity and quality control.
Distress caused by the use of a term with historical discriminatory associations.
Why Fans Called It Mistreatment: Fans argued that BELIFT could have taken matters into hand & could have shielded Sunghoon. But instead, the company let him face the scrutiny all by himself. Although many acknowledged it was likely an accidental typo rather than intentional discrimination, they believed the company should have implemented stronger quality-control measures and responded more quickly to address concerns. Some fans also criticized the company for not recognizing how offensive the wording could appear, particularly given ENHYPEN's Japanese member and international audience.
Line distribution concerns persisted into 2025.
Fan Complaints:
Decreasing vocal presence.
Underutilization despite vocal development.
Limited opportunities to showcase improvement.
Fan frustration regarding artistic growth.
Renewed criticism of production decisions.
Why Fans Called It Mistreatment: Fans argued BELIFT continued to overlook Sunghoon's musical progress and failed to recognize his contributions.
During international travel, fans repeatedly raised concerns regarding crowd management and safety.
Fan Complaints:
Inadequate airport security.
Dangerous crowding incidents.
Physical contact from aggressive individuals.
Sasaeng proximity concerns.
Insufficient protective barriers.
Why Fans Called It Mistreatment: Fans believed BELIFT failed to provide adequate security measures to ensure Sunghoon's physical safety during public schedules.
Sunghoon became the target of widespread online criticism concerning his appearance.
Fan Complaints:
Body-shaming comments
Physical appearance scrutiny
Viral posts criticizing his "BLUFF" appearance
Emotional distress caused by harassment
Lack of visible legal action
Why Fans Called It Mistreatment: Fans argued BELIFT failed to actively protect Sunghoon from targeted online harassment and did not respond strongly enough to ongoing cyberbullying.