HELLO! Exclusive: How K-pop band TREASURE has taken India, and the world by storm

Formed under YG Entertainment, 10-member boy band TREASURE comprises of CHOI HYUN SUK, JIHOON, YOSHI, JUNKYU, YOON JAE HYUK, ASAHI, DOYOUNG, HARUTO, PARK JEONG WOO, and SO JUNG HWAN. Known for their youthful energy, striking performances, and a discography that ranges from powerful anthems to soulful ballads, they have carved out a space as one of the most sought-after groups in K-pop today. India discovered TREASURE in a big way with their song Darari. The track from their earlier discography struck a chord with listeners and went viral on social media, leading to countless covers. In an exclusive interview with HELLO!, we track the growth of the band's Indian fan base and how they've turned into a name that resonates far beyond K-pop circles. 

Their latest release, 3rd MINI ALBUM [LOVE PULSE], with tracks like EVERYTHING, PARADISE, NOW FOREVER, and BETTER THAN ME, is already adding new layers to that fandom. As YOSHI explains, “During production, we try to pour as much of our charm and personality into the music as possible. I think that’s what resonates most with our listeners around the world.” In just five years, TREASURE has marked moments that have defined who they are today. To celebrate their five years, members picked five moments that stood out for them in their journey.

YOON JAE HYUK calls their first No.1 Award unforgettable: “It was so emotional because it was something we achieved together, thanks to our members, who’ve been with me since before debut, and definitely our fans. It truly felt like a turning point, the real beginning of our journey as TREASURE.”

JIHOON points to the 2024 TREASURE TOUR [REBOOT] as a highlight: “It gave us an incredible opportunity to meet fans all over the world. It motivated us to grow even more and aim higher for the future.”

For PARK JEONG WOO, it was the 2025 TREASURE FAN CONCERT [SPECIAL MOMENT] that stood out: “I felt deeply connected with our fans and was happy to create precious memories together.”

DOYOUNG reflects on their 5th anniversary: “It was a meaningful reminder that every single moment over the past five years has shaped who we are today. I’m truly grateful to both our fans and our members for sharing this journey with us.”

CHOI HYUN SUK says, their latest project marks a new chapter: “Our 3rd MINI ALBUM [LOVE PULSE] is special because it reflects both our past experiences and a new side of us. I’m excited for fans to see how much we’ve grown through this release.”

 

 

 

 

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India on their radar

K-pop in India is no longer a niche. TREASURE’s growing fandom, the TEUME, ensures their songs trend across platforms and fan clubs multiply by the day. When asked which track Indian fans would instantly connect with, HARUTO quickly picks PARADISE: “I think it fits best with India’s vibrant energy and unique charm.” If the group had their way, they’d love to see India firsthand. SO JUNG HWAN shares: “I’ve heard India has so many cities, each with its own unique charm. I’d love to visit Mumbai or New Delhi, enjoy the beautiful scenery, and film our members exploring it. I’d also love to try some delicious Indian food and capture the sunset at the end of the day. And if we get the chance, it would be amazing to sing along with our Indian fans and record that special moment on film.”

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From their viral hit Darari to their ongoing evolution with [LOVE PULSE], TREASURE continues to strike the balance between universality and individuality. Their music carries their personalities, their milestones reflect their growth, and their fans — especially in India — are ready to cheer them on as they set out to create more “special moments.”

As the group’s story unfolds, one thing is clear: TREASURE isn’t just shining in K-pop’s galaxy, they’re creating a space of their own, and Indian fans are a big part of that journey.

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