TREASURE at 6, Proving the True Value of “YG’s Treasure” With Overwhelming Skill
[엑스포츠뉴스=명희숙 기자] TREASURE marks the sixth anniversary of its debut today, August 7.
Debuting on August 7, 2020, as YG Entertainment’s first large-scale group, TREASURE has steadily built its stage competitiveness with unwavering live vocals and energetic performances as its strengths. Recently, the group has been achieving a series of notable milestones, including entering stadium venues and becoming a million seller for two consecutive releases, leading to assessments that the competitiveness it has accumulated over the years is now beginning to bear fruit in earnest.
Since debuting, TREASURE has expanded its musical spectrum by making a wide range of concepts its own. With stable live performances, choreography that maximizes the strengths of a large-member group, and commanding stage presence that allows the members to freely connect with the audience, TREASURE has established itself as a performance-driven artist representing the fourth generation.
# YG DNA Proven Even Before Debut… From Large-Member Synergy to Producing Capabilities
Formed through YG’s own survival program, TREASURE raised expectations among music fans even before its debut with its outstanding skills. Based on explosive vocal power, distinctive tones, and solid rap skills, the group built its own competitiveness and made its presence known by sweeping various rookie awards immediately upon debut. Its stable live performances, continuing the legacy of its direct senior labelmates, and free-spirited stage manners also earned favorable reviews from the early stages.
Being a large-member group is also one of TREASURE’s differentiated strengths. Free-flowing movement across every part of the stage, organic group choreography, and multidimensional stage composition have enhanced the quality of its performances, while various combinations, including the rapper unit HYUNHAYO and the five-member unit T5, have added fresh appeal to each album. In addition, members such as CHOI HYUN SUK, YOSHI, HARUTO, JUNKYU, and ASAHI have consistently participated in writing lyrics and composing, further clarifying the team’s musical color.
# From Sold-Out Dome Concerts to Stadium Entry… Growth Proven Through Tour Scale
This stage competitiveness has also led to an expansion in tour scale. TREASURE has continued to increase audience capacity with each performance, and on its PULSE ON tour, which wrapped up in May with 27 shows across 14 cities, the group successfully began with three concerts at KSPO DOME in Seoul, sold out Kyocera Dome Osaka in Japan, and entered National Stadium in Bangkok, proving its elevated global status.
Its growth in Japan has been especially notable. The group’s cumulative local audience is now approaching 1.5 million, while last year PLEASURE and LOVE PULSE received Platinum and Gold certifications, respectively, from the Recording Industry Association of Japan. The analysis is that the competitiveness built through steady performances and local activities has led to the expansion of its fandom.
TREASURE is currently meeting global fans through the fan concert TREASURE THE STAGE 2026 NEW WAV : LIVE. Starting in Seoul, the tour expanded to seven cities in Japan, and thanks to fans’ support, additional shows in Hong Kong and Kaohsiung were added, bringing the tour to a total of 22 shows across 10 cities. The concerts, featuring live band sound, powerful performances, and fan-participation segments, have been receiving positive responses.
# TREASURE’s NEW WAV Has Begun… A New Leap Proven Through Results
Released in June, the fourth mini album NEW WAV is the first album since TREASURE’s debut to be filled entirely with hip-hop-based tracks, and it is a work that shows the team’s now-firmly established identity. The members expressed confidence, saying, “We will show a TREASURE that is clearly different from before,” and the album became the group’s second consecutive million seller following its previous release. It swept major Korean and Japanese charts, topping the weekly album charts of Hanteo Chart, Circle Chart, Oricon, and Billboard Japan, while the music video for the title track IF I also reached 100 million views in the shortest time in the group’s history.
These achievements carry meaning beyond simple numbers. They are viewed as symbolic results that show TREASURE’s present, in that the performance competitiveness that has been considered one of the group’s strengths since debut has, over time, led to album success and global popularity. The analysis is that the stage experience accumulated through tours has raised the level of completion of this promotional cycle, creating a virtuous cycle in which competitiveness built through performances also translates into album results.
Now celebrating its sixth debut anniversary, TREASURE is still on a growth curve. With the expansion of its concert scale, album achievements, and the growth of its global fandom all coming together, the group is being seen as having reached another turning point. Ahead of its fourth mini album comeback, TREASURE expressed its uncooled passion by saying, “As we have built up experience over the years, we want to work even harder and do things properly to repay fans for their love.” Attention is now focused on how far TREASURE will carry its current steep upward momentum.
2026. 8. 7.
