The main purpose of this talk is twofold: (i) to provide a family of inequalities that unifies the hypercontractivity and its exponential variant of the Ornstein--Uhlenbeck semigroup; and (ii) to reveal a connection between the above-mentioned family and a family of $\Phi$-entropy inequalities. Unification of the exponential and reverse hypercontractivities will also be presented. This talk is based on JFA vol.275 (2018), pp.2647--2683.