How a K-pop powerhouse evolved through rotating leadership and a decade of rapid growth
In short: Formed by YG Entertainment in 2019, Treasure has become a global force in K-pop. From their early days as a 12-member group to their current ten-piece lineup, they have navigated shifting musical directions, record-breaking sales, and a unique rotating leadership system that keeps their creative energy fresh and dynamic.
Treasure emerged from the reality program YG Treasure Box, which featured twenty-nine trainees and ultimately consolidated two units into one group. Initially composed of 12 members, the band saw the departure of Mashiho and Bang Ye-dam in November 2022. Despite these changes, the group has maintained a consistent trajectory of growth. Their debut series, The First Step, sold over one million copies within five months, setting a high bar for their subsequent releases. By 2023, the group launched a reboot project in partnership with Columbia Records, signaling a push for broader North American reach.
The band's internal structure is as notable as their commercial success. In 2025, YG Entertainment introduced a rotating leadership system, moving away from permanent roles. Choi Hyun-suk and Jihoon served as the original leaders before passing the mantle to Junkyu and Asahi in January 2025. By June 2026, the group transitioned to a school-themed election model, naming Haruto as Class President and Yoon Jaehyuk as Class Vice President. This evolution reflects the group's broader shift in musical identity, moving from their initial dance-performance roots toward a more pronounced hip-hop sound with their 2026 mini-album, New Wav.
Beyond music, Treasure has cultivated a significant philanthropic footprint. They have supported the construction of South Korea's first Lou Gehrig rehabilitation hospital, contributed to school-building projects in Nepal, and donated ¥10 million to aid victims of the 2024 Noto earthquake. Their influence extends to commercial partnerships as well, ranging from naturalist cosmetics to lifestyle sports brands. With their 2026 tour spanning 22 performances across 10 Asian cities, Treasure continues to demonstrate that their appeal is built on a combination of high-production performances, active fan engagement, and a willingness to reinvent their leadership and sound.
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Sources
- Summary by Intellect · source: Treasure (band)
- Also: Wikidata — Treasure · CC0
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