TREASURE's 'IF I' MV Hits 100 Million Views, Setting a New Record for Fastest Achievement and Sparking a Global Dance Challenge

Group TREASURE is proving its explosive global momentum by setting a new record for the fastest time to reach 100 million views for a music video with their new song 'IF I'. According to their agency, YG Entertainment, on the 14th, the MV for 'IF I', the title track of their 4th mini album '[NEW WAV]', surpassed 100 million views on YouTube at approximately 4:49 PM the previous day (13th). This achievement came just 11 days, 22 hours, and 49 minutes after the song's release on the 1st at 6 PM, marking the fastest speed for any MV released by TREASURE so far and highlighting their rapid rise in popularity.

The 'IF I' MV has received warm praise from global music fans for perfectly reinterpreting YG Entertainment's signature authentic hip-hop with TREASURE's unique, sensory style. The sophisticated black-and-white visuals, combined with the members' overwhelming charisma and powerful yet groovy performances, deliver a strong sense of immersion. This MV fervor has spilled over onto global short-form platforms like Instagram and TikTok, sparking a fierce dance challenge trend. The intuitive and hip choreography, which involves moving arms to the rhythm, has drawn significant attention, with fans and dance crews worldwide pouring in cover videos under related hashtags.

Especially beyond the challenge, diverse secondary creations such as remixes and humorous content are spreading rapidly, earning praise for successfully attracting not just core fandom but also new mainstream audiences. This explosive buzz is directly linked to rising key metrics on global platforms, proving TREASURE's immense influence. Since their comeback, TREASURE's official YouTube channel broke 8 million subscribers in one go on the 12th, and their Spotify monthly listeners also surged by approximately 500,000 in a short period, showing no signs of slowing down.

Taking a bold gamble by filling their album entirely with hip-hop tracks for the first time since debut, TREASURE is releasing numerous major records with the '[NEW WAV]' album, produced under the leadership of Yang Hyun-suk. These achievements include achieving a million-seller status in initial sales, topping the iTunes album charts in 13 regions, dominating major record charts in Korea and Japan, and securing number one spots on music shows. As they ride a wave of unstoppable success, opening a brilliant and successful second act for the team, the eyes of music fans worldwide are now focused on TREASURE's future moves.