On February 5, 2018, Baekhyun performed the South Korean national anthem at the opening ceremony of the 132nd International Olympic Committee (IOC) session in front of Moon Jae-in, the president of South Korea, and Lee Hee-beom, the president of the Organizing Committee for the 2018 Winter Olympics. In August, 2018, Baekhyun and rapper Loco released a collaboration track titled "Young" for the Station project. The song charted at number four on the Billboard World Digital Song Sales chart.
In May 2018, Vogue magazine revealed that Baekhyun collaborated with Privé, and would be launching his own brand, "Privé by BBH", a unisex street-wear brand, on July 1. Baekhyun is now the co-creative director of the brand. In an interview with Forbes, Baekhyun explained that he wants to "encourage people to embody being fearless" when they wear clothes from his brand.