TREASURE's 'IF I' Hits 100 Million Views in 11 Days

TREASURE continues to build momentum with its latest comeback, as the music video for "IF I" has surpassed 100 million views on YouTube.

According to YG Entertainment on June 14, the music video for "IF I," the title track from TREASURE's fourth mini-album NEW WAV, exceeded 100 million views on June 13. The milestone was reached just 11 days after its release on June 1, making it the fastest music video in the group's career to achieve this.

"IF I" marks TREASURE's first English-language title track and is part of the group's first album composed entirely of hip-hop-based songs. Furthermore, the music video has drawn attention for its black-and-white visual aesthetic, hip-hop-inspired concept, and performance-focused choreography.

The track has also gained attention across social media platforms, with fans and dance crews around the world participating in the "IF I" challenge on TikTok and Instagram using hashtags such as #IFIHOLIC and #IF_I_CHALLENGE.

The comeback has also raised the group’s overall global popularity as their YouTube channel surpassed the 8 million subscriber count and their Spotify listeners increased by approximately 500,000.

Released on June 1, NEW WAV marks what the TREASURE has described as a new chapter in its career. The album became a million-seller in first-week sales and reached No. 1 on major album charts in both South Korea and Japan. The group recently also secured its first-ever M Countdown trophy with "IF I."