Treasure, the latest boyband from YG Entertainment, is making waves in the K-pop scene with their big dreams and aspirations. Co-leader Choi Hyun Suk emphasized his vision for the group, expressing his desire for each member to be recognized as an artist in their own right. Despite being relatively new to the industry, the members of Treasure already have grand ambitions. Choi Hyun Suk, the oldest member at 24 years old, revealed his dream of performing at the U.S. Superbowl halftime show. He acknowledged the difficulty of achieving such a feat but expressed the importance of holding onto their dreams.
Treasure made their debut in 2020 amidst the global COVID-19 pandemic, initially consisting of 12 members. However, two members left in November 2021, reducing the group to 10 members. Choi Hyun Suk, co-leader Park Jihoon (stage name Jihoon), and rapper Yoshinori Kanemoto (known as Yoshi) spoke to CNBC about the humble beginnings of the group. They mentioned that Treasure was formed through YG Entertainment’s reality-survival program called YG Treasure Box, where trainees competed for a place in the final line-up. The contestants underwent different training periods, with the longest being six years, before participating in the show.
YG Entertainment, a prominent South Korean entertainment and music production company, nurtured and groomed Treasure. Other major entertainment companies, such as SM Entertainment and Hybe, also have K-pop training programs. The trainees underwent a rigorous performance review process, evaluating their abilities to perform and selecting individuals who aligned with the company’s artist vision. Despite the seemingly simple process, Jihoon indicated that it was challenging but ultimately rewarding.
After the reality-survival program ended in January 2019, Treasure debuted one year later in August 2020 with their first single album. Due to the ongoing COVID-19 pandemic, they had to rely on online promotions since live concerts were prohibited. The members expressed the difference between performing in front of fans and uploading videos online, highlighting the importance of human interaction in their profession.
Reflecting on their journey, the members stressed the significance of practicing diligently. They admitted regrets about not utilizing their time wisely in the past and recognized the value of skills like rapping, dancing, and singing for performing artists. Senior artists advised them to practice more, and they have personally experienced the impact of their advice. Overcoming failures was another important lesson they wanted to share with aspiring artists. Jihoon shared his personal experiences, emphasizing how failure teaches resilience and the ability to bounce back.
Yoshi, the Japanese-Korean rapper of the group, added that pursuing their dreams often requires sacrificing time with loved ones. He encouraged aspiring artists to find joy in the journey, no matter how difficult it may be.
YG Entertainment recently announced that Treasure’s second full album will be released on July 28, 2022, following their previous full album in 2021.
