Unveiling the Enchanting World of K-pop Boyband Treasure: An Inside Look

Treasure, the newest sensation from YG Entertainment in the K-pop industry, has big aspirations beyond just being idols. Co-leader Choi Hyun Suk shared his vision with The CNBC Conversation, stating, “I want each and every member of the group to be an artist of their own.”

Choi, the 24-year-old artist and the oldest member of the band, revealed his lifelong dream of performing at the U.S. Super Bowl halftime show. He acknowledged the difficulty of achieving such a dream but expressed his determination to pursue it.

“Even if we only come close to that dream, I want us to hold onto it and not let it fade away, just like how I envision our group, Treasure,” Choi said.

Treasure made their debut in 2020 amidst the global spread of Covid-19. Originally a 12-member band, they now consist of 10 members after two members left in November last year.

Choi, along with co-leader Park Jihoon and rapper Yoshinori Kanemoto (known as Yoshi), spoke to CNBC about the humble beginnings of the group.

Treasure was meticulously trained and groomed by YG Entertainment, a renowned South Korean entertainment, record, and music production company.

The boy band was formed through a reality-survival program called YG Treasure Box, where aspiring artists competed for a spot in what would become Treasure.

Each contestant underwent varying lengths of training with YG, with the longest being six years, before participating in YG’s Treasure Box.

Other South Korean entertainment companies like SM Entertainment and Hybe also have K-pop training programs.

Jihoon revealed that YG’s performance review for trainees focuses on testing their personal ability to perform. They seek individuals who align with the company’s artistic vision.

“It may seem simple, but it’s actually quite a challenging process,” the 23-year-old explained.

The reality-survival show concluded in January 2019, and Treasure debuted a year later with their first single album in August 2020.

Due to the ongoing Covid-19 pandemic, live concerts were prohibited, forcing the group to rely on promoting their music online. This novel experience required them to adjust to the absence of direct interaction with fans.

“As artists, we thrive on human-to-human connection. Broadcasts and stage performances feel different without fans in front of us, and we have to resort to uploading videos,” Jihoon remarked, emphasizing the impact on their interaction with their audience.

When asked about their most significant lessons learned thus far, the members emphasized the importance of dedicating more time to practice.

“In the past, we’ve regretted not utilizing our time wisely. But as time passed, we’ve learned how to make better use of it,” Jihoon shared, recognizing the significance of skills like rapping, dancing, and singing for performing artists.

“Our senior artists warned us that we would regret not having practiced more once we make our debut. We have definitely felt that firsthand, which motivates us to practice more,” Hyun Suk added.

When asked what they would say to aspiring artists who aspire to be like them, Jihoon emphasized the importance of overcoming failures.

“Just because you failed, don’t be too hard on yourself. I’ve experienced numerous failures and each time, I learned how to get up and move forward. That’s why I’m where I am today,” Jihoon stated.

Yoshi, the 23-year-old Japanese-Korean rapper, added that pursuing this dream requires sacrificing time spent with loved ones.

“If you embarked on this journey with a burning desire to achieve your dreams, you must learn to enjoy the process, no matter how challenging it may be,” Yoshi advised.

Earlier this month, YG announced the release of Treasure’s second full album on July 28. Their previous full album was released in 2021.