TREASURE’s “IF I” Music Video Crosses 100 Million Views – Fastest Ever for the Group

TREASURE’s title track from their fourth mini-album, “IF I,” reached 100 million views on YouTube just 11 days, 22 hours, and 49 minutes after its music release. The video surpassed this milestone at around 4:49 p.m. on June 13. This achievement came 11 days, 22 hours, and 49 minutes after the song’s release at 6 p.m. on June 1, marking the fastest pace for any of TREASURE’s previously released music videos and setting a new record for them.

“IF I” is a track that reinterprets YG Entertainment’s traditional hip-hop style with TREASURE’s own youthful and sophisticated flair. The music video is praised for its visually striking black-and-white cinematography, the members’ charisma, and their powerful yet groove-filled performances, all of which enhance the viewer’s immersion. In particular, the intuitive and stylish movements using the arms to keep rhythm, along with choreography elements that directly reflect the song’s title “IF I,” have captured widespread attention.

The highly addictive nature of the choreography has immediately generated a strong response on global stages. Music fans worldwide and professional dance crews continue to share dance covers using the official hashtags #IFIHOLIC and #IF_I_CHALLENGE. Beyond this, various secondary creative works such as choreography reinterpretations, remixes, and humorous content are rapidly spreading across major global short-form platforms like Instagram and TikTok.

This upward trend is also reflected in digital metrics. As of June 12, TREASURE’s official YouTube channel had surpassed 8 million subscribers. On the global music platform Spotify, the monthly listener count (listeners over the past 28 days) increased by approximately 500,000 since their comeback.

Their fourth mini-album, “NEW WAV,” is an ambitious release in which TREASURE filled every track with hip-hop music for the first time since their Debut. Yang Hyun-suk, the chief producer, took full responsibility for its production. The album’s success is evident everywhere—it achieved million-selling status in terms of initial sales within one week and topped the iTunes album charts in 13 different regions. It also seized the top spots on major album charts in South Korea and Japan, while continuing to win first places on domestic music shows. This new release demonstrates the fruits of 20 years of musical evolution and authenticity.