YANG HYUN SUK’s Vision Proven by BABYMONSTER and TREASURE… Culminating in BIGBANG’s 20th Anniversary Celebration
[이데일리=박세연 기자] YG ENTERTAINMENT’s leading acts, including BABYMONSTER and TREASURE, are showing unstoppable momentum with their recent comebacks. Even amid the current trend favoring EDM-driven tracks optimized for short-form content, both groups are making their presence felt with distinctive team identities and the signature powerful energy that has become synonymous with YG.
BABYMONSTER reaffirmed their status as YG’s flagship girl group through “CHOOM,” the title track from their third mini album released on June 4. The music video surpassed 100 million views in just two weeks. They also showcased a broader musical spectrum by presenting a refreshing variation through the digital single “SUGAR HONEY ICE TEA,” released on June 8. In addition, their three-day Seoul concerts for the “CHOOM” World Tour at Jamsil Indoor Stadium recently further solidified their reputation as one of the leading live performance acts among fifth-generation K-pop artists.
Earlier this year, “Really Like You,” a B-side from their first full-length album “DRIP,” released in November 2024, gained renewed attention through a short-form challenge and successfully climbed back up the charts. More than a year and three months after its release, the song was even invited onto Mnet’s “M COUNTDOWN.” Despite being a B-side, its music video also comfortably surpassed 100 million views, extending the group’s impressive momentum throughout the year.
Meanwhile, TREASURE, who returned on June 1 with their fourth mini album “NEW WAV,” have also gotten off to a strong start in what many describe as the group’s second chapter. Breaking away from their previous image and establishing a bolder, more distinctive identity, the group has drawn attention for carrying on the legacy of YG boy groups while incorporating elements that resonate strongly with Generation Z. Following the unveiling of their live performances, praise has continued to pour in.
In particular, after impressing audiences with the powerful performance of the title track “IF I,” word of mouth surrounding the album’s high-quality B-sides has continued to spread. Songs including “ZOOM ZOOM” and “NALLY-NA (HYUNHAYO),” performed by the rap unit CHOI HYUN SUK, HARUTO, and YOSHI, have also been featured on music shows. Amid an industry-wide slowdown in album sales, TREASURE also reaffirmed the strength of their fandom by becoming a million-seller in first-week sales.
Although both groups have relatively long intervals between album releases compared to their years since debut, they have steadily focused on strengthening their artistic foundation while preparing carefully for each new step. Their progress represents solid qualitative growth rather than simply chasing the quantitative achievements that often dominate discussions in today’s K-pop industry, making their long-term potential in the global market particularly encouraging.
This steady approach closely reflects the philosophy of YG ENTERTAINMENT Executive Producer YANG HYUN SUK, whose goal has always been the long-term growth of artists. Having nurtured most members of YG groups into musicians who go beyond the conventional image of idol performers, YANG HYUN SUK has consistently encouraged artistic freedom, producing distinctive results that stand apart even within the highly standardized K-pop industry.
From discovering and developing BIGBANG, 2NE1, WINNER, and BLACKPINK since their trainee days, YANG HYUN SUK has been known for working more closely with artists than perhaps any other agency head. While encouraging their independent artistic growth through meticulous guidance, he has also demonstrated remarkable vision at decisive moments. The significant growth shown by BABYMONSTER and TREASURE this time can likewise be seen as the result of that philosophy bearing fruit.
The finale of YG’s exciting comeback streak will be delivered by the “living legends” BIGBANG. Although G-DRAGON, TAEYANG, and DAESUNG are now signed to different agencies, they will reunite under their longtime home label to celebrate the group’s 20th anniversary. The trio has announced plans to release a new song this summer, along with a world tour consisting of 31 concerts across 18 cities. Their first solo concert as BIGBANG since 2017 will come nine years after their last group concert. The tour will kick off with three performances from August 21 to 23 at Goyang Stadium in Gyeonggi Province, with all three shows already sold out.
2026. 7. 1.
