Treasure: ‘I Hope Our Music Can Bring Us Even Closer to Our Fans in India’

Treasure of ten, with Choi Hyun Suk, Jihoon, Yoshi, Junkyu, Yoon Jae Hyuk, Asahi, Doyoung, Haruto, Park Jeong Woo, and So Jung Hwan, has got it all that big bands are known for: variety and versatility, to begin with, in that diverse vocal styles and skill sets lend to its sound. Treasure is best known for its hip-hop and distinct dance-pop music, but it also offers a range of musical expressions that Haruto says “has improved a lot,” mostly in terms of expressing emotions.

Treasure was one of 2020’s hottest and most cited new K-pop acts following its debut album The First Step: Chapter One; its success set the tone for the then rookie group’s promising future while perpetuating agency YG Entertainment’s legacy of producing consummate artists.

Sophisticated dance routines and high-energy performances, alongside rich harmonies and voice textures, are at the top of Treasure’s repertoire, fusing the grandeur of K-pop with its sound; that sound is gradually evolving for a more eclectic, more solid discography directed to presenting different sides of the band. And this time, with a special mini album titled Pleasure, Treasure has gone heavy on showing a hitherto unseen side of itself.

Pleasure is at the heart of this conversation—an album that correctly encompasses what Treasure hopes to say through it—and dedicates itself to the fans formally called “Treasure Maker,” whom the group fondly refers to as “Teume.” Thoughtfully made, Pleasure reflects a deep desire to thank the fans for their constant love and support. “Just as our fans bring us joy and energy, we wanted to return that happiness to them through this album,” says Yoon Jae Hyuk. “If you can feel the love that Treasure has poured into every note, then we gladly say, ‘It’s My Pleasure!’” the members add, further addressing the album name.

Pleasure has four tracks: “Yellow,” “Saruru,” “Whatever, Whenever,” and “Last Night,” together pledging to always be together—their strong emotions and honesty meant to strengthen the relation between Treasure and its fans. While “Yellow” recalls the colors of spring as an expression for a heart stirred with love, “Saruru” holds the very spirit of changing seasons with warmth and energy. “Whatever, Whenever,” envisions the future “promising eternity,” as “Last Night” caps the set with an energetic beat embodying the spirit of youth. Asahi states, in the end, the album’s tracklist is “a collection of gifts and messages we want to share with our fans.”

Team spirit is the animating force for these handsome young men, with each member bringing in a distinctive character to the collective’s dynamic, while inter-member dynamics give an extra element of fun each time they are on camera or perform. Winner of several awards, including Mnet Asian Music Awards [Worldwide Fan’s Choice Top 10] (2021), Asia Artist Awards [Best Musician] (2022), and Golden Disk Awards [Best Group] (2023), Treasure’s journey has been one of experiences and achievements. And even in the trenches, the team spirit has remained as is, ensuring it all works, reiterated in Yoshi’s remark, “We are ten members, but we are one, and while each of us has clear roles, everything we do is for the same goal.”

Fans being their lifeblood, constantly encouraging them to push boundaries, the members rejoice in “this beautiful cycle of love” between the two parties through this love letter they’ve named Pleasure, pouring their hearts into its music as a token of appreciation for the overwhelming affection they’ve gotten from every corner of the world, as you can tell from their frequent statements of gratitude throughout this interview. Excerpts:

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How would you describe your journey since your debut, and what’s that one experience along the way that you’ll always cherish, something that’s had a significant influence on your trajectory?

Choi Hyun Suk: If I had to describe my journey since debut in one word, I’d say it’s been an “adventure.” It’s been mostly exciting and filled with new experiences, but just like how not every day is sunny, there were also challenges along the way. However, during those tough times, our members always came together, relying on each other. I believe those moments of closeness have shaped the teamwork we have today.

What’s the concept behind the special mini album, Pleasure, and what it signifies for you as a group?

Yoon Jae Hyuk: Our special mini album, Pleasure was created as a way to give back to our fans for the love and support they always show us. Just as our fans bring us joy and energy, we wanted to return that happiness to them through this album. It feels like a beautiful cycle of love between us. All ten of us shared this sentiment, and we poured those feelings into the album, making it a truly meaningful gift for everyone.

An artist’s relationship with their fans is precious, right? How has the love of your fans influenced your music and your growth as artists?

Jihoon: Like Yoon Jae Hyuk mentioned earlier, the relationship between an artist and their fans isn’t just precious—it’s truly extraordinary. Supporting someone consistently, dedicating time and heart to them, isn’t an easy thing to do, yet our fans always share their love with us wholeheartedly. That desire to give back to their love naturally becomes part of Treasure’s growth and music. Also, knowing that we’re receiving such meaningful and special support gives us confidence whenever we step on stage.

How has Treasure’s sound evolved over the years, and in what ways does Pleasure showcase that evolution?

Haruto: I think the most noticeable evolution has been our transformation from young boys into mature artists, both musically and visually. After all, our debut song was called “Boy” (laughs). Back then, our way of expressing emotions—especially love—was quite straightforward and unrefined. But with our special mini album Pleasure, we’ve captured a much wider range of emotions. The members’ ability to convey feelings has improved a lot, and we’ve also become more involved in the creative process of our music and albums. A great example of that is how Asahi’s song was chosen as the title track, which is something we’re really proud of.

Please share some insights into your creative process while making this album.

Asahi: While working on this album, the most important thing for us was expressing a warm, natural, and free-spirited side of Treasure to our fans. We’ve always wanted to present different sides of ourselves to both our fans and the public, and this time, we focused on revealing a side that we haven’t shown before. That’s why we aimed to create music that feels approachable and heartfelt, as a way to express our gratitude for all the love we receive from our fans.

How does the album’s central idea express itself in the tracklist?

Asahi: Pleasure is an album that expresses love in many different ways. While working on “Yellow,” I tried to capture the warmth that comes with love, comparing it to the color yellow. Love can paint our hearts in warm colors like “Yellow,” or it can melt them gently, like in “Saruru.” However, the constant underlying message is that “we will be together forever.” That’s why, in songs like “Last Night,” we want to remember each other for a long time, and in “Whatever, Whenever,” we dream of the future. The tracklist of this album is ultimately a collection of gifts and messages we want to share with our fans.

How has your journey in music shaped your perspectives and the content you want to share with your audience through this album?

Doyoung: The most important thing for me when I’m singing is “sincerity.” When I pour my heart into the music, I believe that the listeners can feel that sincerity as well. I think a lot of my true feelings are reflected in this album. Pleasure is an album meant to convey Treasure’s sincerity to our fans. Through the title track “Yellow,” I especially wanted to share a warm and exciting feeling, along with a story that brings a sense of excitement to our listeners.

What most influences your music and how do such influences manifest in your work?

Park Jeong Woo: One thing I often say to our fans is, “I will keep working hard,” and that has always been sincere. The biggest influence on my music is definitely our fans. In order to give them better music, I need to keep trying harder and do my best. That mindset has grown within me, and it’s helped me grow both musically and personally.

What is the most valuable lesson you’ve learned from each other as a group? What’s your favorite thing to do together when you have free time?

Yoshi: I think Treasure is more of a “team” than just a “group.” We’re not just friends; we’re a team with a shared goal, which creates a much stronger bond. We are ten members, but we are one, and while each of us has clear roles, everything we do is for the same goal. Because of this, we naturally learn responsibility. It might sound a bit serious, but when we have free time, we enjoy doing things like playing games or going out to eat delicious food together, just like any group of guys our age. Those moments feel so natural, like we’re family, and I truly enjoy every second spent with the members.

How do you navigate disagreements when deciding on the direction of a new song? Any anecdote on this relating to the making of Pleasure?

Junkyu: With ten members, it’s common for us to have differing opinions not only about the direction of a song but also in many other aspects. In those situations, I believe honest communication is key. Since we have to come together as a team, it’s important to make sure that no one feels left out or upset. As our involvement and decision-making power continue to grow, we did encounter moments like this during the making of Pleasure, but in the end, everyone worked together and handled it wisely.

Looking forward, how do you envision the journey of Treasure evolving?

Junkyu: In the first question, Choi Hyun Suk described our journey as an “adventure,” and I completely agree with that. There will be many more episodes and experiences ahead, but as long as the ten of us are together, I’m not afraid—if anything, I’m excited. In that sense, I’d describe our future journey as a “gift.” Just like the meaning behind our Pleasure album, being together brings us joy, and the journey with the members and our fans will feel like a gift every day.

What interests you most about India, and what message would you like to convey to your Indian fans?

So Jung Hwan: India is such a fascinating country. The diverse culture, history, and food are incredibly interesting, and there are so many captivating aspects to it. I’m especially grateful for the passionate and sincere love that our Indian fans always show us. I hope our music can bring us even closer to our fans in India. We’ll continue to bring you great music, so please keep supporting Treasure! To our Indian fans, we always love and appreciate you!