Treasure (band)

Treasure (Korean: 트레저; Japanese: 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.

Treasure
Treasure in April 2023;
L-R from the top: Doyoung, Choi Hyun-suk, Yoon Jae-hyuk, Jihoon, Yoshi, Park Jeong-woo, So Jung-hwan, Haruto, Asahi, Junkyu
Background information
OriginSeoul, South Korea
Genres
Years active2020 (2020)–present
Labels
Members
  • Choi Hyun-suk
  • Jihoon
  • Yoshi
  • Junkyu
  • Yoon Jae-hyuk
  • Asahi
  • Doyoung
  • Haruto
  • Park Jeong-woo
  • So Jung-hwan
Past members
Websiteyg-treasure.com

History

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.[2] 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;[2] however, a survival reality program was instead planned to aid its formation.[3] Latent candidates were seen in Stray Kids (2017), most notably Bang and K-pop Star (2011–2012) entrant, Choi Rae-sung.[4] The label documented its creation in the series YG Treasure Box (2018–2019) and unveiled twenty-nine trainees, whom were gradually eliminated as the show advanced.[5] 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.[6] The agency unveiled a second line-up of trainees in January 2019 inhering: Ha Yoon-bin, Mashiho, Doyoung, Yoshi, Jihoon, and Asahi under Magnum.[7] The two were collectively to be called Treasure 13;[8] 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.[9]

Several attained stints in entertainment since childhood; including Junkyu, whom started as a child model,[10] Bang Ye-dam recorded for animated shows,[11] and So Jung-hwan shortly starred as a child actor, enlisted in the Taekwondo demonstration team K-Tigers, and won awards with the team.[12] Mashiho starred in Akdong Musician's (AKMU) Spring of Winter,[13] and Choi Hyun-suk and Junkyu competed on Mix Nine (2017–2018), finishing in fifth and thirty-fifth, respectively.[14] Bang was first among the dozen to be accepted in June 2013, after the conclusion of K-pop Star 2 (2012–2013).[15] Mashiho was scouted that year as its second recruit through an audition held by YG Japan, followed Junkyu in 2014, Choi and Doyoung in 2015, and Jihoon in 2016 through private auditions gained by their respective academies.[16] So, the youngest member, was cast less than a year prior to the broadcast of YG Treasure Box (2018–2019), Yoon was street cast and joined the label a few months ahead it aired, and its final member, Asahi joined within the same time frame.[16]

2020–present: Debut with The First Step tetralogy, reformation, and Hello Tour

Image displaying Treasure's Logo

In January 2020, Treasure was re-introduced to the public with pictorials and performance videos for "Going Crazy" (미쳐가네; michyeogane)[17]—first disclosed on YG Treasure Box (2018–2019),[18] and co-written by label-mate Mino of Winner[19]—amidst others, and variety programs including Treasure Map.[20][21] 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.[22] Bang Ye-dam also became the first amongst the twelve to release solo material with the digital single, "Wayo" (왜요; waeyo) in June.[23] Notably, label-mates Kang Seung-yoon of Winner and Lee Chan-hyuk of AKMU, participated in its production.[23] "Wayo" peaked at number 10 on the Billboard World Digital Song Sales chart and entered Billboard Korea K-pop Hot 100 at number 98.[24][25] 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,[26][27] and peaked at number 3 on August 29.[28] The twelve also amassed an estimated figure of 1.49 million subscribers on its YouTube channel, ahead in advance.[27]

Treasure debuted on August 7, 2020, with the single album, The First Step: Chapter One, the first installment of The First Step series.[27] It garnered a total of 170,000 pre-orders ahead of its release,[27] debuted atop the Circle Album Chart (formerly Gaon) after,[29] and was certified platinum by the Korea Music Content Association (KMCA), becoming their first-ever certification.[30] The music video for its titular single, "Boy", received a "record amount of money" for its creation,[31] and surpassed 10 million views in 26 hours and 20 million views in six days on YouTube.[32][33] It also became their first to reach 100 million views on the platform.[34] Treasure commenced with promotions on August 9 with their first broadcast on Inkigayo.[35] The second installment was released on September 18 and placed second on the Circle Album Chart.[36] The lead single, "I Love You" (사랑해; saranghae), topped Rakuten Music for the month of September with less than two weeks of tracking.[37][38] 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.[39][40] Concluding The First Step series, their first studio album was released on January 11, 2021.[41] It marked their third number one on the Circle Album Chart and debuted atop for the month of January.[42][43] The series ended with over 710,000 copies sold in three months[37] and one million in five months,[44] earning the band multiple awards, including their first at the Asia Artist Awards.[45] Treasure were also dubbed as the "fastest growing K-pop act" in the world of 2020 by Twitter, ranking above Tomorrow X Together, Stray Kids, and Iz*One, amongst others.[46]

Treasure lent their voices to the soundtrack of the TV Tokyo Japanese anime, Black Clover.[47] First revealed on January 5, 2021, in the anime itself,[48] the song also served as the band's first original Japanese release.[49] It was digitally released as two versions on January 22 and February 14, respectively;[50] where the full version of "Beautiful" entered the Billboard Japan Hot 100 chart at number 58,[51] and the Billboard World Digital Song Sales chart at twenty-third.[52] In commemoration of Black Clover's final episode, the full version was aired at the request of its director.[53] Their Japanese debut album, sharing a title with their first full-length album, was released on March 31.[49] It included the Japanese versions of all their Korean releases to date, with the group's newest single, "Beautiful", and the accompanied music video.[49] The album debuted and consecutively charted at number one for four days on the Oricon Daily Chart,[54] and debuted atop the weekly chart with over 57,000 sales in its first week.[55] 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",[56] in conjunction to their official debut in the country.[57]

Treasure performing "Darari" at their first-ever concert entitled Trace, held at the Olympic Hall in Seoul on April 10, 2022

YG Entertainment revealed a prelude of "The Second Step", on New Year's Day.[58] It heralded The Second Step: Chapter One, the group's first extended play (EP), released on February 15, 2022.[59] 600,000 copies were pre-ordered in eight days,[59] and sold 700,000 copies in three after its release, a personal best.[60] Its titular song, "Jikjin" (직진), obtained 500,000,000 ($420,000) for the music video,[61] and amassed 10 and 20 million views in 21 hours, and under three days, also career highs,[62] rising five times faster.[62] It gained their first music show trophy on Show Champion,[63] and earliest entry on Circle Digital Chart.[64] Its B-side, "Darari" (다라리), found success on TikTok, reaching 500 million views with over one million uploads,[65] and was one of the most "shazamed" and streamed K-pop songs of 2022 on Apple Music and Spotify.[66][67] The sophomore EP and the lead single, "Hello", was released on October 4.[68] Bang Ye-dam and Mashiho, who went on hiatus in May to pursue studies in music and recuperate in health, were absent;[69] both departed in November.[70] The Japanese version became their first project to be certified gold by the Recording Industry Association of Japan (RIAJ).[71] They embarked on their first arena tour in Japan that month[72]—the largest initial tour to be held in the country by a Korean act, wherein over 300,000 attendees gathered[73]—and was later extended to an Asia tour dubbed, "Hello", in correlation to its latest release.[74]

2023–present: "Here I Stand"

The 10-piece ensemble reunited with the Black Clover franchise for its theatrical soundtrack with "Here I Stand".[75] Its digital single, became their first-ever number one hit on the Billboard Japan Hot 100,[76] and their first platinum certification by the RIAJ, when the song was integrated into a single album of the same title.[77]

Other ventures

Endorsements

In their career, Treasure became endorsement models for the naturalist cosmetics brand, Manyo Factory,[78] assisting in achieving its highest sales through the group's product advocacy to the viewers on a live broadcast hosted with CJ Olive Young,[79] and I'mmune, an aloe immune health functional food under Univera.[80] Ongredients, an eco-friendly organic beauty brand, also recruited Treasure as its newest muse for their Korean and Japanese affiliates.[81]

Treasure also partook in various partnerships, including with the global creative studio, Line Friends,[82]—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[83]Shinsegae's convenience store, Emart24, and its branches in Korea and Malaysia, and the Pucca Puzzle Adventure game.[84]

Ambassadorsip

Year Title Appointed by Ref.
2021 Brand Ambassador Ruangguru, an Indonesian educational learning platform. [85]

Philanthropy

Members of Treasure joined senior label-mate, Sean of Jinusean's charity marathon event, Miracle 365, across various occasions, ahead of their debut.[86] 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.[87] 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;[88] 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.[89]

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,[90] 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.[91]

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.[27] 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.[27] 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.[27]

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.[92]

Members

Adapted from their YGEX official website[93]

Timeline

Discography

Filmography

Television shows

Web shows

  • T.M.I (Treasure Maker Interaction) (2020–present, YouTube / V Live)[98]
  • Fact Check (팩트체크) (2020, 2023–present; YouTube / V Live)[99]
  • 3-Minute Treasure (3분 트레저) (2020, 2023–present; YouTube / V Live)[99]
  • T-Talk (2020, 2023–present; YouTube / V Live)[99]
  • Treasure Studio (2020–2021, YouTube)[100][lower-alpha 1]
  • Find Your Korea (2021, YouTube)[101][lower-alpha 2]
  • TMI Log (2021–2022, YouTube)
  • Treasure World Map (2023–present, YouTube)

Web series

Tours and concerts

Tours

Treasure Tour Hello (2022–2023)
Date City Country Venue Attendance Revenue Ref.
November 12, 2022 Seoul South Korea KSPO Dome 19,979 / 20,260 $1,826,272 [104][105]
November 13, 2022
November 26, 2022[lower-alpha 4] Sapporo Japan Hokkaido Prefectural Sports Center Hokkai Kitayell 21,975 / 21,975 $1,612,241 [106][105]
November 27, 2022
December 3, 2022[lower-alpha 4] Echizen Sun Dome Fukui 16,966 / 16,966 $1,284,288
December 6, 2022[lower-alpha 4] Nagoya Nippon Gaishi Hall 38,771 / 38,771 $2,917,660
December 7, 2022[lower-alpha 4]
December 17, 2022[lower-alpha 4] Fukuoka Marine Messe Fukuoka 48,784 / 48,784 $3,631,969
December 18, 2022[lower-alpha 4]
December 21, 2022 Kobe Kobe Port Island Hall 30,000 / 30,000 $2,302,549
December 22, 2022
December 24, 2022[lower-alpha 4]
December 25, 2022[lower-alpha 4]
December 31, 2022[lower-alpha 4] Tokyo Tokyo Metropolitan Gymnasium 17,932 / 17,932 $1,386,776
January 3, 2023 Saitama Saitama Super Arena 53,655 / 53,655 $4,181,785
January 4, 2023[lower-alpha 4]
January 28, 2023 Osaka Kyocera Dome Osaka 80,890 / 80,890 $6,103,325
January 29, 2023
March 4, 2023 Taipei Taiwan NTSU Arena 6,000 [107]
March 11, 2023 Kuala Lumpur Malaysia Malawati Stadium
March 18, 2023 Jakarta Indonesia Indonesia Convention Exhibition
March 19, 2023
March 31, 2023 Bangkok Thailand Impact Arena est. 30,000 [108]
April 1, 2023
April 2, 2023
April 8, 2023 Singapore Singapore Indoor Stadium 6,000 TBA [109]
April 14, 2023 Manila Philippines SM Mall of Asia Arena TBA [110]
April 15, 2023
April 22, 2023 Macau Galaxy Arena at Galaxy Macau
May 20, 2023 Hong Kong China AsiaWorld–Arena
Total 328,952 $25,246,865

Concerts

Date Title City Country Venue Ref.
April 9–10, 2022 Treasure 1st Concert: Trace Seoul South Korea Olympic Hall [111]

Awards and nominations

Name of the award ceremony, year presented, award category, nominee(s) of the award, and the result of the nomination
Award ceremony Year Category Nominee(s)/work(s) Result Ref.
APAN Music Awards 2020 New Wave Award (Male) Treasure Won [112]
Best Male Group (Global) Nominated [113]
Asia Artist Awards Rookie of the Year (Male) Won [45]
Popularity Award (Male Idol) Longlisted [114]
2022 Best Musician Award Won [115]
Brand Customer Loyalty Awards 2021 Best Male Rookie Award Won [116]
Brand of the Year Awards Rookie Male Idol Won [117]
Circle Chart Music Awards 2021 Mubeat Global Choice Award (Male) Shortlisted [118]
New Artist of the Year (Physical) The First Step: Chapter One Nominated [119]
2022 Album of the Year – 1st Quarter The First Step: Treasure Effect Nominated [120]
Mubeat Global Choice Award (Male) Treasure Nominated [121]
Golden Disc Awards 2021 Rookie Artist of the Year Won [122]
Curaprox Popularity Award Nominated [123]
QQ Music Popularity Award Nominated [124]
Hanteo Music Awards Artist Award — Male Group Nominated [125][126]
WhosFandom Award Treasure Maker Won [127]
Indonesian Hallyu Fans Choice Awards Boy Group Song of the Year "My Treasure" Won [128]
Joox Thailand Music Awards Favourite K-Pop Rookie Group of 2020 Treasure Won [129]
Korea First Brand Awards[upper-alpha 1] Best Rookie Idol (Male) Won [131]
2022 Male Idol Rising Star Award Nominated [132]
MAMA Awards 2020 Best New Male Artist Won [133]
Worldwide Fans' Choice Top 10 Won [134]
Artist of the Year Longlisted [135]
2021 Worldwide Fans' Choice Top 10 Won [136]
Album of the Year The First Step: Treasure Effect Nominated [137]
Artist of the Year Treasure Nominated [138]
TikTok Favorite Moment Nominated [139]
2022 Worldwide Fans' Choice Top 10 Won [140]
Best Dance Performance – Male Group "Jikjin" Nominated [141]
Song of the Year Nominated
Melon Music Awards 2020 Best New Artist Award (Male) Treasure Nominated [142]
Mubeat Awards 2020 Rookie Artist - Male Won [143]
Seoul Music Awards 2021 Rookie of the Year Won [144]
Fan PD Artist Award Nominated [145]
K-Wave Award Nominated [146]
Popularity Award Nominated
WhosFandom Award Nominated [147]
2022 K-wave Popularity Award Nominated [148]
Main Award (Bonsang) The First Step: Treasure Effect Nominated
Popularity Award Treasure Nominated
U+Idol Live Best Artist Award Nominated [149]
The Fact Music Awards 2020 Fan N Star Choice Award (Artist) Nominated [150]
TMA Popularity Award (Artist) Nominated [151]
Tokopedia WIB Indonesia K-Pop Awards 2021 The Most Mood Booster Won [152]

Listicles

Name of publisher, year listed, name of listicle, and placement
Publisher Year Listicle Placement Ref.
Forbes 2021 Korea Power Celebrity (Rising Star) Placed [153]

Notes

  1. Collaboration with Line Friends
  2. Collaboration with Korea Tourism Organization
  3. It's Okay, That's Friendship is a short film that was broadcast as the 36th episode of Treasure Map in a three-episode special that features Treasure trying out acting. The 35th episode presents the band's comedic "audition" prior to filming, while the 37th episode contains the behind-the-scenes of the filming process and the band members' reaction to the film.
  4. Two Shows
  1. The Korea First Brand Awards is hosted by the Korea Consumer Brand Committee and the Korea Consumer Forum. Awards are based on a nationwide survey held in South Korea.[130]

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