TREASURE, Truly YG’s TREASURE, Living Up to its Name
[jtbc=김선우 기자] TREASURE has truly lived up to its name as YG’s TREASURE.
Having returned on March 7 with the new single ‘YELLOW’, TREASURE has been highly praised for its easy-listening yet addictively charming qualities. The release quickly topped the iTunes album charts in 11 regions, garnering enthusiastic responses not only domestically but also globally. The ‘YELLOW’ music video surpassed 8.6 million views in just two days, and the performance video has already exceeded 1.5 million views in less than a day, a testament to TREASURE’s successful transformation. While their intense image has suited them well in the past, their recent refreshing concept, apt for spring, marks a grand return of the ‘K-Pop Jewel’. This year is particularly crucial for TREASURE as they expand their territory with a world tour, starting with a domestic fan concert tour and extending to Asia and North America.
Their solid skills raise more expectations than concerns. Having debuted through ‘YG Jewel Box’, TREASURE possesses not only confidence from the ‘YG Pick’ but also a stable competence and passion for music that has led to growth with each album. Despite experiencing the COVID-19 pandemic shortly after their debut in 2020, their relentless effort led them to not only perform at Tokyo Dome but also to gain massive popularity in Korea, Japan, Thailand, and other parts of Asia.
TREASURE continues to evolve, based on members’ songwriting and composing skills, including a leadership change this year. They are taking their time to prepare for the comeback meticulously. Their effort, combined with the synergy from the patient support of their fandom during their focus on international activities, is significant. The Korean fandom has supported TREASURE even during their international promotions, and the international fandom passionately participates in every activity.
Fueled by their fans’ love, TREASURE aims to reciprocate with great music. Their upcoming album ‘PLEASURE’ is also a token of gratitude towards their fans. The excitement continues with the commencement of the domestic fan concert on March 28-30, followed by the global fan concerts. With the upcoming U.S. activities included, there is much anticipation for TREASURE’s growth, not just as a ‘pearl in the mud’ but as a full-fledged ‘K-Pop Jewel’.
YG Entertainment stated, “‘PLEASURE’ is like a gift prepared to reciprocate the unwavering love from our fans and to engage more closely with them. It sincerely and joyfully conveys the youthful energy of TREASURE, filled with the genuine emotions of the members, and we hope it fully reaches the fans’ hearts.” With a global fan concert tour starting on the 28th, along with the new album release and future world tour plans, YG Entertainment is putting their best efforts to reach as many fans as possible and asks for continued interest.
2025. 3. 11.
