He sounds like he is under some real stress with this, probably because he is trying so hard to please everyone.
Try a computer program for beginning reading. Years ago there was a DK disc called Bear and Penguin I Want To Read. See if they have something like that. My younger son, who we had to have lots of early intervention for, could not recognize his alphabet enough to even put a train puzzle in order. His tutor introduced him to it, and a light bulb turned on in his brain. He was able to do the beginning numbers as well. We had tried all kinds of tricks before that and none stuck.
Because of that, he started learning to read. Maybe it would work for your son.
Separately, read TO him for leisure. Read stuff to him that he LIKES! Take him to the library and tell him to pick out books that he wants to HEAR from you. Even if they are chapter books. Get a plain white book mark or sheet of paper and put it under the line that you are reading. Sit him in your lap and have him watch the words while you read. Put lots of inflection and excitement in your voice. Ask him questions about the story. Ask him what he thinks will happen next. Keep him involved.
It worries me that you mention that you don't want him to "hate it even more." Helping him love the written word in whatever way you can will make this transition between "not reading" and "reading" better, and establish a love of reading that he may not acquire later if you push him too hard now.
Good luck!
Dawn