Treasure (band)

Treasure (트레저; トレジャー; stylized in all caps), is a South Korean boy band formed in 2019 by YG Entertainment, through YG Treasure Box (2018–2019); and consists of 10 members: Choi Hyun-suk, Jihoon, Yoshi, Junkyu, Yoon Jae-hyuk, Asahi, Doyoung, Haruto, Park Jeong-woo, and So Jung-hwan. Its former members, Mashiho and Bang Ye-dam, departed from the group in November 2022. Treasure debuted with the single album The First Step: Chapter One (2020)—the first in a tetralogy of albums which collectively sold over one million copies in five months.

2017–2019: Formation and pre-debut activities
Following the establishment of YG Entertainment's representative boy bands BigBang (2006), Winner (2014), and iKon (2015), news of their next creation, circulated as early as 2017. K-pop Star 2 (2012–2013) runner-up, Bang Ye-dam, headlined reports as a member of the provisional ensemble—cited as the label's youngest male act thus far compiled of trainees aged 15–17 on average with four to five years of training; however, a survival reality program was instead planned to aid its formation. Latent candidates were seen in Stray Kids (2017), most notably Bang and K-pop Star (2011–2012) entrant, Choi Rae-sung. The label documented its creation in the series YG Treasure Box (2018–2019) and unveiled twenty-nine trainees, who were gradually eliminated as the show advanced. The finale finalized: Haruto, Bang Ye-dam, So Jung-hwan, Jun-kyu, Park Jeong-woo, Yoon Jae-hyuk, and Choi Hyun-suk, under the name, Treasure. The agency unveiled a second line-up of trainees in January 2019 inhering: Ha Yoon-bin, Mashiho, Doyoung, Yoshi, Jihoon, and Asahi under Magnum. The two were collectively to be called Treasure 13; however, Ha's departure to pursue a career as a soloist, resulted Treasure and Magnum to merge into one definite band, adopting the name, Treasure.

Several attained stints in entertainment since childhood; including Junkyu, who started as a child model, Bang Ye-dam recorded for animated shows, and So Jung-hwan shortly starred as a child actor, enlisted in the Taekwondo demonstration team K-Tigers, and obtained awards with them. Mashiho starred in Akdong Musician's (AKMU) Spring of Winter, and Choi Hyun-suk and Junkyu competed on Mix Nine (2017–2018), finishing in fifth and thirty-fifth, respectively. Bang was first amongst the dozen to be scouted in June 2013 after the singing contest. Mashiho was accepted that year as its second recruit by an audition held by YG Japan. Junkyu, Choi and Doyoung, and Jihoon joined through private auditions gained by their respective academies in 2014, 2015, and 2016, respectively. So, the youngest member, was cast less than a year prior to the broadcast of YG Treasure Box (2018–2019), Yoon Jae-hyuk was the only member to be street cast to audition and joined the label a few months ahead of its premiere, and its final member, Asahi joined within the same time frame.

2020–2022: Debut with The First Step tetralogy, reformation, and first Asia tour


In January 2020, Treasure was re-introduced to the public with pictorials and performance videos for "Going Crazy" (미쳐가네; michyeogane) —first disclosed on YG Treasure Box (2018–2019), and co-written by label-mate Mino of Winner —amidst others, and variety programs including Treasure Map. BigBang was used as a blueprint with plans to release new music 3–4 times until year end, as their senior label-mate had with single albums when they debuted in 2006. Bang Ye-dam also became the first amongst the twelve to release solo material with the digital single, "Wayo" (왜요; waeyo) in June. Notably, label-mates Kang Seung-yoon of Winner and Lee Chan-hyuk of AKMU, participated in its production. "Wayo" peaked at number 10 on the Billboard World Digital Song Sales chart and entered Billboard Korea K-pop Hot 100 at number 98. Treasure became the fastest Korean act to chart on the Billboard Social 50 and remain in it for six consecutive weeks prior to their debut, and peaked at number 3 on August 29. The twelve also amassed an estimated figure of 1.49 million subscribers on its YouTube channel, ahead in advance.

Treasure debuted on August 7, 2020, with the single album, The First Step: Chapter One, the first installment of The First Step series. It garnered a total of 170,000 pre-orders ahead of its release, debuted atop the Circle Album Chart (formerly Gaon) after, and was certified platinum by the Korea Music Content Association (KMCA), becoming their first-ever certification. The music video for its titular single, "Boy", received a "record amount of money" for its creation, and surpassed 10 million views in 26 hours and 20 million views in six days on YouTube. It also became their first to reach 100 million views on the platform. Treasure commenced with promotions on August 9 with their first broadcast on Inkigayo. The second installment was released on September 18 and placed second on the Circle Album Chart. The lead single, "I Love You" (사랑해; saranghae), topped Rakuten Music for the month of September with less than two weeks of tracking. The third installment and its release on November 6 included the B-side "Orange" (오렌지; olenji), the group's first self-written song, created by Asahi. Concluding The First Step series, their first studio album was released on January 11, 2021. It marked their third number one on the Circle Album Chart and debuted atop for the month of January. The series ended with over 710,000 copies sold in three months and one million in five months, earning the band multiple awards, including their first at the Asia Artist Awards. Dubbed the "fastest growing K-pop act in the world" of 2020 by Twitter, ranking above Tomorrow X Together and Stray Kids amidst other acts, the duodecet also placed sixth and ninth as the "Top 10 most mentioned K-pop artists in the world" and "Most tweeted K-pop accounts in the world", respectively, listed below musicians including BTS and Blackpink, and was the only group to be included in the Forbes Korea Power Celebrity 40 (Rising Star) beside Aespa and STAYC.

Treasure lent their voices to the soundtrack of the TV Tokyo Japanese anime, Black Clover. First revealed on January 5, 2021, in the anime itself, the song also served as the band's first original Japanese release. It was digitally released as two versions on January 22 and February 14, respectively; where the full version of "Beautiful" entered the Billboard Japan Hot 100 chart at number 58, and the Billboard World Digital Song Sales chart at twenty-third. In commemoration of Black Clover's final episode, the full version was aired at the request of its director. Their Japanese debut album, sharing a title with their first full-length album, was released on March 31. It included the Japanese versions of all their Korean releases to date, with the group's newest single, "Beautiful", and the accompanied music video. The album debuted and consecutively charted at number one for four days on the Oricon Daily Chart, and debuted atop the weekly chart with over 57,000 sales in its first week. The band first appeared on terrestrial broadcast in Japan with the Nippon TV music program Buzz Rhythm, where they performed the Japanese version of "Boy", in conjunction to their official debut in the country.



YG Entertainment publicized a prelude for "The Second Step" on New Year's Day, heralding The Second Step: Chapter One, their first extended play (EP), and its release on February 15, 2022. 600,000 records were pre-ordered in eight days whilst 700,000 were sold in three days. It was also listed in the twenty-five best K-pop albums of 2022 by Billboard staff. Its titular single, "Jikjin" (직진), obtained ₩500,000,000 ($420,000) for its music video, amassing 10 million views in 21 hours, and 20 million in under three days, also career highs rising five times faster. It reaped their first music show trophy on Show Champion and earliest entry on Circle Digital Chart. Its B-side, "Darari" (다라리), found success on TikTok, reaching 500 million views with over one million uploads, and was one of the most shazamed and streamed K-pop songs of 2022 on Apple Music and Spotify. Released on October 4, titular single, "Hello", from their sophomore EP was listed as one of five best K-pop songs of 2022 by Time while its Japanese equivalent became their first album to be certified gold by the Recording Industry Association of Japan (RIAJ). Bang Ye-dam and Mashiho, who went on hiatus in May to pursue studies in music and recuperate in health, were absent; both departed in November. They embarked on their first arena tour in Japan that month —the largest debut tour held in the country by a Korean act, exceeding 300,000 attendees —later extended to an Asia tour dubbed "Hello", in correlation to its latest release, concluding with 420,000 people.

2023–present: Reboot project
The ten-piece reunited with the Black Clover franchise for its theatrical soundtrack, with "Here I Stand". It became their first number one hit on the Billboard Japan Hot 100, and first platinum certification awarded by the RIAJ ensued from its integration into their Japanese single album of the same title. Its certification was attained five days following its release on March 29, 2023, and placed second on the Oricon Weekly chart with 235,347 copies sold, generating ¥464.4 million ($3.51 million) in five days. The band toured for two months across five cities of Japan for a nationwide fan meeting until its completion on November 12, 2023. It resulted them to visit an audience of half a million attendees across all stages since the outset of the year, and steered the band to become the first Korean act to enter Tokyo Dome for a fan meeting.

Treasure ushered a "reboot" project through a partnership with Columbia Records for global distribution and local marketing in North America, in tandem to their first official sub-unit, T5, with So Jung-hwan, Junkyu, Jihoon, Yoon Jae-hyuk, and Doyoung. Its creation was fostered amidst those who raised their hands and believed to be the most "handsome" within the band, molding the self-proclaimed "flower boy quintet". Its digital single, "Move", served as a pre-release for the decet's second studio album, and marked Junkyu's first solely penned piece. It entered the Circle Digital chart at number 162 domestically, and found better success on the Billboard Japan Hot 100, charting at number 56. Released on July 28, Reboot achieved a three-fold increase in sales since its last release, selling 1,718,517 copies across various formats in two days. Its titular single, "Bona Bona", reached a career high, charting at number 27 on the Circle Digital chart, and peaked at number 14 on the Billboard Japan Hot 100, a personal best amongst their Korean releases. Its B-side, "B.O.M.B", received interest as it topped the Billboard Hot Trending Songs chart, and became the band's first work to enter an official chart in the United Kingdom. In conjunction to their latest release, the band commenced on a second tour, named after their second full-length album.

Following the Reboot tour in Japan, Treasure commenced on Relay Tour in Asia starting in April 2024, as well as launched global collaboration with Uniqlo in May. On May 28 2024, Treasure released the single "King Kong".

Endorsements
In their career, Treasure became endorsement models for the naturalist cosmetics brand, Manyo Factory, assisting in achieving its highest sales through the group's product advocacy to the viewers on a live broadcast hosted with CJ Olive Young, and I'mmune, an aloe immune health functional food under Univera. Ongredients, an eco-friendly organic beauty brand, also recruited them as its newest muse for their Korean and Japanese affiliates, as well as lifestyle sports brand, FCMM.

Treasure also partook in various partnerships, including with the global creative studio, Line Friends, —in which their products, branded as Truz, sold out domestically in one minute through the official smart store, and under an hour in eighteen countries abroad —Shinsegae's convenience store, Emart24, and its branches in Korea and Malaysia, Pucca Puzzle Adventure game, Thai shoe brand Baoji,Unilever Japan., Maybelline, Crocs, and Uniqlo.

Philanthropy
Members of Treasure joined senior label-mate, Sean of Jinusean's charity marathon event, Miracle 365, across various occasions ahead of their debut. Funds and awareness were raised to construct South Korea's first-ever Lou Gehrig rehabilitation hospital for those requiring medical treatment, resulted by the disability. Further acts include partaking in a program organized by YG Entertainment through the Blue Angel Volunteers at an animal shelter where they created shelters, cleaned, and restocked feed supply amidst other acts; and was involved in opening a school support fund through Naver's Happy Bean with Muju YG Foundation and Um Hong-gil Human Foundation, to construct schools for youths and adolescents, in Nepal's underprivileged areas. Treasure also donated ¥10 million ($66,485 approx.) to Red Cross for those affected by the 2024 Noto earthquake.

Treasure advocated for children diagnosed with cancer and partnered with YG Entertainment and Muju YG Foundation, to encourage individuals to provide help and create a difference by donating through the Naver platform. Happy Bean, and further used their social media platforms to advocate for the 51st Earth Day, voicing concerns on environmental problems which include climate change, and promoted how to confront these issues.

Artistry
Produced under YG Entertainment, which has traditionally presented music largely rooted in hip-hop, the act offered a broader notion, with sounds more in line with other conventional K-pop groups with strong dance performance-based elements. The twelve-piece (currently ten) line-up signified a departure from the label's previous bands with four to five members, and is also more in line with those, including NCT 127 and Seventeen. Its leader, Choi Hyun-suk, cited the band offered a "plus alpha" element to the existing traditional "YG style", creating synergy with their cadence-heavy dance performances.

The band is known to be heavily involved in their craft and music.

Influences
In the band's debut press conference, they stated their main role model and influence towards their careers were their labelmate seniors under YG Entertainment through their various music releases and videos.

Members
Adapted from their YGEX official website

Current

 * Choi Hyun-suk (최현석) – leader, rapper, dancer
 * Jihoon (지훈) – leader, vocalist, dancer
 * Yoshi (요시; ヨシ) – rapper
 * Junkyu (준규) – vocalist
 * Yoon Jae-hyuk (윤재혁) – vocalist
 * Asahi (아사히; アサヒ) – vocalist
 * Doyoung (도영) – vocalist, dancer
 * Haruto (하루토; ハルト) – rapper
 * Park Jeong-woo (박정우) – vocalist
 * So Jung-hwan (소정환) – vocalist, dancer

Former

 * Mashiho (마시호; マシホ) – vocalist, dancer
 * Bang Ye-dam (방예담) – vocalist

Discography

 * The First Step: Treasure Effect (2021)
 * Reboot (2023)

Television shows

 * YG Treasure Box (2018, YouTube / JTBC2)
 * Treasure Map (2020–2022, YouTube / SBS MTV / SBS FiL)
 * Shining Solo (2024, SBS)

Web shows

 * T.M.I (Treasure Maker Interaction) (2020–present, YouTube)
 * Fact Check (팩트체크) (2020, 2023–present; YouTube)
 * 3-Minute Treasure (3분 트레저) (2020, 2023–present; YouTube)
 * T-Talk (2020, 2023–present; YouTube)
 * Treasure Studio (2020–2021, YouTube)
 * Find Your Korea (2021, YouTube)
 * TMI Log (2021–2022, YouTube)
 * Treasure World Map (2023–present, YouTube)

Web series

 * It's Okay, That's Friendship (2021, YouTube)
 * The Mysterious Class (2021, YouTube)
 * My BF is Treasure (2023, YouTube)