TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine

TREASURE: A New Era of Excellence

K-pop boy band TREASURE (@yg_treasure_official) from the legendary YG Entertainment (home to influential names like BLACKPINK) has been steadily working its way into the hearts of audiences around the world since early 2020 – cumulatively attaining millions of albums sold, two billion views across YouTube, various award wins, and countless fans who are eager to support their promising path to stardom. Yet, with the world at their fingertips and a desire to continue expanding their art, it would appear that we’ve only scratched the surface of what these unforgettable industry icons are truly capable of. 

Having spent their formative rookie years crafting celebrated hit singles like “BOY,” “JIKJIN,” “DARARI” or “HELLO,” TREASURE’s new and appropriately titled REBOOT era now depicts their natural instinct to evolve through both sound and concept (including the reveal of the recent T5 unit). At the forefront of this euphoric relaunch is the formidable concoction “BONA BONA,” TREASURE’s fresh, gripping banger that incorporates a fierce drumline with ample opportunities for the group’s always-evolving hip-hop talents. In fact, its equally epic music video extension has managed to amass nearly 60 million views due to its cumulative strengths, proving that the unflinching track is already a staple in TREASURE’s respected arsenal.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

Throughout the remainder of their retro-pop-twinged REBOOT album, TREASURE’s skilled lineup takes turns amplifying their ingenuity as a group and for more genre-focused units, including “B.O.M.B,” a spirited hit fortified by a charming melody and nostalgic, introspective production elements. Other sublime tracks on the expansive album such as “WONDERLAND,” “LOVESICK,” and even “STUPID” in particular make an effort to reimagine traditional pop music eras from decades prior, ranging from charismatic b-sides to soothing sunset-drive anthems worth cherishing for years to come. So at the very least, this conceptualized “REBOOT” from TREASURE is fully equipped to honor various sounds of the past with a modern spin perfectly tailored to the courageous group. 

Now, all 10 members of the iconic YG group are breaking down their recent album, creative desires outside of music, the joys of songwriting, and so much more for our new Vanity Teen Magazine digital cover story. 

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

Congratulations on an exciting year! Not only did you release a colorful album, but you also managed to surpass your own record in just a few days.  And thanks to the enthusiastic support of TREASURE MAKERs, the follow-up track ‘B.O.M.B (KABOOM ver.)’ was remixed with an even more exciting sound, along with a dance break! How did you initially respond to the news that REBOOT was resonating with fans on such an epic scale?

CHOI HYUN SUK: We are grateful beyond expression. We’re always aware that it’s thanks to TREASURE MAKERS that we’re able to breathe and perform, so rather than settling for what we have, we are always working harder to become better at what we do. Thank you, TREASURE MAKERS, for providing us with constant motivation.

SO JUNG HWAN: It was hard to actually feel it at first. But after meeting many of our fans through music shows and fan signing events, we came to gradually realize how much love we are getting from our fans. We are always grateful.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

The title song “BONA BONA” includes a few diverse stylistic choices and when combined, creates a very memorable track! When you look back at that particular era, what do you believe is going to be a favorite memory or experience that you associate with the song?

DOYOUNG: Including this album’s title track, every time we record a track, we ruminate over the quality of the track and implement many modifications to get it right. It was great fun and fulfilling to see how the tracks developed.

HARUTO: The process of making the rap was enjoyable. The beat was amazing, so it was a memorable experience of trying various things.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

TREASURE music videos are recognized for being adept performance-heavy extensions of your music, with your recent music video for the title song “BONA BONA” organically garnering high views. Now, with the release of your new “B.O.M.B (KABOOM ver.)” DANCE PERFORMANCE VIDEO, what would you say has been the most memorable or impressive music video and performance video of your career?

YOON JAE HYUK: Our most recent DANCE PERFORMANCE VIDEO for “B.O.M.B (KABOOM ver.)” really stands out in my memory. The several sets, color palette, and wardrobe for the video all blended well, and all our TREASURE members and staff had great fun filming it. It will be released soon for your viewing, so please look forward to it!

PARK JEONG WOO: The set for the music video for “BONA BONA” was extravagant, so I still remember that fondly. The completion level of the set was incredibly high, so we could immerse ourselves deeper into the filming process, and that was quite impressive.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

You’re very consistent at crafting hit songs, which we’ve previously witnessed on fan-favorite releases like “JIKJIN,” “DARARI,” and a personal favorite, “U.” Now that TREASURE has come back showcasing a more mature image, what elements did you prioritize the most in the songwriting process?

YOSHI: We gave considerable thought to creating work that the listeners can empathize with and gain consolation and strength from.

ASAHI: We mainly focused on the sentiments and vibes that are compatible with TREASURE. A lot of thought was put into how the members could look the most natural and distinctive by wearing certain clothing for certain songs.

JUNKYU: We concentrated on showing a more mature and grown-up version of TREASURE than before.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

TREASURE is also known for being involved in the production process, which can obviously make a huge difference in bringing a concept to life. That said, what’s probably the biggest lesson you’ve learned or the best skill that you’ve gained since joining the group?

JIHOON: I really felt that perfect results can’t be produced unless the personal opinions of the artists on things like the album concept or mood of the music are accepted or applied, and I also learned that we should work harder to present diverse and useful opinions so that they can be reflected in our future music activities.

ASAHI: Thoughtfulness. We have a lot of members, so we try to respect and care for each and every one of them. We prioritize teamwork above all else. Such little details come together to accentuate the vibe of the songs.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

You’ve proven to be heavy hitters on streaming platforms, with millions of monthly listeners consistently returning to your songs. So after years of performing, recording, and rehearsing, which TREASURE tracks do you each find yourselves favoring?

CHOI HYUN SUK: It’s hard to just pick one. I’m sincere about every song every time I perform on stage. But the 3 songs “음(MMM),” “SLOWMOTION,” and “VolKno” are particularly my personal favorites, so they are closer to my heart.

JIHOON: That would be “RUN.” I prefer songs of the Rock and Punk genres and listen to them a lot, and although it has been rearranged now, the early version of “RUN” was developed as a PUNK-genre song with instruments. I like it so much that I envy every other member for their singing parts. I believe I can happily get into the song when I sing it at a concert.

YOSHI: “G.O.A.T” is good because I think the 3 rappers can show their completely different sides in it. Also, I like the song due to Singer Lee Young-hyun’s featured vocals, which made the song arrangement become much richer. I wish to show it to you at a concert soon!

JUNKYU: I think I can say that it’s “MOVE(T5).” I have a special affection for it because it’s the first song that I wrote.

YOON JAE HYUK: My favorite track would be “미쳐가네(GOING CRAZY).” That’s because it’s the first song we recorded as TREASURE, and I also got to see TREASURE MAKERS get completely lost in it along with us during the performances.

ASAHI: I think my choice would be “오렌지(ORANGE).” I can sing it in a mellow and sentimental way like the original song is and I can also sing a remixed version in a bright and exciting way. It’s great fun to see how the two versions of the song change the atmosphere of the performance venue.

DOYOUNG: The song “WONDERLAND.” It’s a song written by Lee Chan-hyuk, and whenever I listen to it, it gives me positive energy and a refreshing feeling, so I like it.

HARUTO: Mine would be “고마워(THANK YOU).” Its rap was written according to the rap style I yearn to master and was recorded according to my tastes. It’s my personal favorite thanks to ASAHI’s great vocals.

PARK JEONG WOO: I like “오렌지(ORANGE)” the best. It’s the most enjoyable song to sing, and my heart warms up when I hear it.

SO JUNG HWAN: I really like the song “음(MMM).” It’s not only hip, but it also always makes me excited whenever I hear it or sing it at rehearsals and concerts.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

You have your upcoming convention appearance in Europe that’s offering you a chance to further connect with ‘TREASURE MAKERS’ outside of Korea. Other than getting that opportunity to interact with fans, is there anything else you’re hoping to do together?

YOON JAE HYUK: Every moment we spend interacting with TREASURE MAKERS from different countries is precious. But above all else, the concerts where we can directly share our feelings with the TREASURE MAKERS are our favorite. We hope to meet with TREASURE MAKERS from even more nations through M COUNTDOWN IN FRANCE held in Paris.

DOYOUNG: I’m thankful for the opportunity to meet our global fans. First and foremost, we’d like to show ourselves on stage and show everyone the charms that TREASURE has. Starting with the M COUNTDOWN IN FRANCE held in Paris, we will come to see you more often!

PARK JEONG WOO: We’d like to get more chances like M COUNTDOWN IN FRANCE to perform on various stages in front of our fans.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

We’ve also witnessed your impact on the anime world with impressive contributions to the popular series Black Clover! For those of you who are big anime fans – what did that milestone mean to you, and how did you initially react to the opportunity?

SO JUNG HWAN: Upon hearing the news that we were to participate in the Black Clover OST as an artist, I watched the series, and it was a style of animation that I like. For that reason, I was able to really enjoy the recording session and considered it to be an honor.

HARUTO: I listen to a lot of animation OST tracks in real life, so it was a unique and exciting experience to be able to participate in an animation OST as artists.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

You’ve already filmed several series to engage with fans on a more personal level, plus you’ve delivered a wonderful web drama The Mysterious Class, so at this point in your careers, are there other projects you’d like to tackle together outside of music?

CHOI HYUN SUK: With the exclusion of music, I’d like to tackle all manners of entertainment. For instance, painting, fashion, and just about any medium that I can express myself in.

YOSHI: Including myself, all our members like fashion, so we hope to showcase our diverse charms through a fashion photo shoot or on a fashion show runway.

TREASURE: A New Era of Excellence TREASURE: A New Era of Excellence Vanity Teen 虚荣青年 Lifestyle & new faces magazine
Editorial Director: Aedan Juvet | Photography: YG Entertainment | Cover Designer: Laramie Cheyenne | Artist Coordination: YG Entertainment and Columbia Records

Lastly, we’re thrilled to spotlight TREASURE as our new cover group, and greatly appreciate your time today! Any final thoughts or messages for Vanity Teen readers and fans?

JIHOON: Dear all readers of Vanity Teen and TREASURE MAKERS supporting TREASURE, thank you for reading our heartfelt interview and showing us your love. We’ll work harder to become artists with a future more promising than our past. Please join us on our path forward. Thank you!

JUNKYU: With the weather changing, the daily temperatures are fluctuating a lot. Please be careful not to catch a cold, stay healthy, and stay happy.

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