TREASURE’s ‘Born-to-Hip-Hop’ True Identity Returns, YG’s Straightforward Formula Hits the Mark
[뉴스엔=황혜진 기자] The return of TREASURE’s ‘true identity’ as a group born with hip-hop in its DNA, going back to authentic hip-hop that forms the roots of YG Entertainment (hereafter YG), has clearly hit the mark.
On June 11, TREASURE won the No. 1 trophy on Mnet’s ‘M Countdown’ with ‘IF I,’ the title track of its fourth mini album. The achievement is especially meaningful because it was earned in the group’s second act, a new turning point for the team, by placing ‘YG’s authentic hip-hop’ squarely at the forefront.
After the No. 1 announcement, TREASURE shared an emotional acceptance speech, saying, “Thank you, TREASURE MAKER, and thank you to YANG HYUN SUK, Executive Producer of YG, for writing such a great song. As we promised from our debut, we will become singers who are remembered.” Although the group has topped music shows several times since its debut, this was the first time the members personally lifted a trophy on a live broadcast stage, making it even more special for both the members and fans.
On the encore stage that followed, TREASURE fully proved why they are known as masters of live performance. The group actively interacted with fans on site and brought the atmosphere in the audience to its peak. After the encore stage video was uploaded, fans from around the world poured in praise and congratulations in their own languages, commenting, “It feels refreshing to hear proper hip-hop after so long,” “Hip-hop is YG’s formula for success, and its true value is revealed on a hip-hop stage,” “This is the standard for a music show encore stage,” and “It feels more like a concert than an encore stage.”
The fourth mini album ‘NEW WAV’ is the album into which YANG HYUN SUK, Executive Producer of YG, poured the greatest effort, personally taking charge of and directing every track. TREASURE had expressed its determination, saying, “We wanted to return to our original identity. We really had to do hip-hop,” and YANG HYUN SUK lent his full support to raise the album’s quality. The bold move to put the team’s hip-hop identity at the forefront, backed by YANG HYUN SUK, Executive Producer of YG, led to domestic and overseas chart results as well as a music show No. 1, successfully opening the group’s second act.
TREASURE’s strategic return to its ‘true identity’ is also translating into global chart performance. ‘NEW WAV,’ which became a million-seller with more than 1 million copies sold in its first week, swept No. 1 on Korea’s Hanteo Chart and Circle Chart as well as Japan’s Oricon and Billboard Japan, achieving four wins on the weekly album charts in Korea and Japan.
This success was supported by broad backing from global fandoms, including Japan. The group’s bold musical transformation, filling an entire album with hip-hop for the first time since debut, and its new attempt with first English title track ‘IF I’ are being credited with drawing responses from music fans worldwide.
As proof, TREASURE’s new album ranked No. 1 on the iTunes album chart in 13 regions and settled near the top of the worldwide album chart. The music video for title track ‘IF I’ topped YouTube’s ‘most viewed videos within 24 hours’ chart and is smoothly heading toward 100 million views at the group’s own fastest pace. The choreography challenge is also spreading quickly across SNS, adding further strength to the group’s global popularity.
Continuing this momentum, TREASURE will hold ‘TREASURE THE STAGE 2026 NEW WAV : LIVE IN SEOUL’ from the 19th to the 21st at Korea University’s Hwajeong Gymnasium in Seoul. The group will then continue connecting with global fans through a fan concert tour of 20 shows across eight cities, including Osaka and Tokyo in Japan.
2026. 6. 14.
