YG, BABYMONSTER → TREASURE → New Boy Group… All-Out Push for 30th Anniversary
[동아닷컴=최윤나 기자] As YG Entertainment marks its 30th anniversary, the company has launched a full-scale expansion of activities. Starting with BABYMONSTER, followed by TREASURE, a rookie boy group, and even a BIGBANG project, YG is accelerating its push into the K-pop market with a tightly packed activity roadmap. The changes announced last year by YANG HYUN SUK, Executive Producer of YG, who stated that he would “shorten artists’ comeback cycles and secure a large number of new IPs,” are now beginning to materialize in earnest.
BABYMONSTER made their comeback on the 4th with their third mini album, ‘CHOOM’. The album recorded 387,871 copies sold on Hanteo Chart on its first day of release, setting a new personal best that was 1.5 times higher than their previous release. In addition to topping the iTunes Worldwide Album Chart, the album also ranked No.1 on album charts in 19 regions around the world, proving the group’s global presence.
Their impact on YouTube has also been overwhelming. The music video for the title track ‘CHOOM’ surpassed 14 million views within just half a day of release, reaching No.1 on YouTube Worldwide Trending and topping the “Most Viewed Videos in 24 Hours” chart. The momentum continued afterward, surpassing 70 million views within a week.
Their stage performance capabilities are once again drawing attention. BABYMONSTER appeared consecutively on music programs on the 9th and 10th, showcasing live performances with handheld microphones and highlighting the presence of a highly skilled group. Having officially begun promotions, the group is expected to continue active activities for the time being.
With BABYMONSTER kicking off promotions, YG immediately moved into TREASURE’s comeback campaign. Since the 7th, YG has been sequentially releasing content related to the new album ‘NEW WAV’. Earlier, YANG HYUN SUK, Executive Producer, had previewed TREASURE’s return with a powerful hip-hop concept, expressing confidence by saying, “Personally, it’s my favorite result.”
The trailer video featured members moving between dance practice and recording sessions as they worked to elevate the album’s quality. Messages such as “YG’s roots are hip-hop,” “We’re approaching it with more sincerity,” and “There are truly no limits” further heightened anticipation for the comeback.
YG is also preparing to launch its next-generation boy group. The recently revealed five-member rookie boy group through official videos is scheduled to officially debut this September. It will be YG’s first boy group in six years since TREASURE, and unlike TREASURE’s large-member system, the new team will differentiate itself with an elite five-member lineup. Attention is focused on whether YG can produce another “fully developed group” that maximizes each member’s individuality and capabilities.
YG’s large-scale projects will continue as well. In August, BIGBANG’s 20th debut anniversary commemorative tour will begin. The project is already drawing anticipation as it is expected to stimulate nostalgia among global fans. In addition, the next-generation girl group “NEXT MONSTER” has also begun warming up for debut by sequentially unveiling member content. As YG’s strategy of shortening comeback cycles and expanding new IPs gains momentum, the company’s 30th anniversary project is expected to accelerate even further.
Celebrating its 30th anniversary this year, YG Entertainment is pushing forward with generational transition and expansion strategies by sequentially introducing major projects such as strengthening existing IPs, launching rookie groups, and holding global tours.
2026. 5. 12.
