TREASURE Lights Up Spring with 'YELLOW': Analysis and Reactions

TREASURE's Triumphant Return in 2025

TREASURE has marked the beginning of spring with their much-anticipated comeback on March 7, 2025, releasing the special mini-album 'PLEASURE'. This project, described by YG Entertainment as "a love letter to fans," includes the title track 'YELLOW', a vibrant blend of pop and R&B that compares love to the warm tones of sunrise. The preparation included retro-themed concept photos and a marketing strategy that involved fans in selecting the physical album versions. According to Korean blogs like maibi, the packaging design was praised for its creativity and attention to detail.

Key Details:

• 6 songs, including a solo by Junkyu
• 3 physical album versions (Sunrise, Daydream, Twilight)
• Main choreography created by Kiel Tutin's team (BTS, TWICE)

'YELLOW': An Anthem of Youth and Love

The music video for 'YELLOW', filmed on location in Jeju Island, features members in settings ranging from school classrooms to sunflower fields. Analysis by firingstone highlights how the pastel color palette and smooth transitions reflect the lyrical narrative about first love. The song combines an electronic drop with lyrics comparing butterflies in one's stomach to "magnolia petals dancing in the wind."

Technical Details:

• BPM: 112
• Key: E Major
• Innovative use of Moog synthesizers in the instrumental base

Global Reactions and Chart Domination

After its release, 'YELLOW' reached #1 on iTunes in 15 countries, including Mexico and Argentina. In Korea, it debuted in the Top 3 on MelOn and Genie. The international community on platforms like YouTube (Reaction video) praised Haruto's vocal evolution and the group's chemistry on stage.

The Social Media Phenomenon

The hashtag #YELLOW_Challenge amassed 2.1M posts on TikTok during its first week. The blog donzo11 analyzes how fans recreated the iconic "yellow umbrella spin" move using custom AR filters. On Weverse, members interacted daily with fans through themed live streams about the album's production.

The 'SPECIAL MOMENT' Tour: Global Conquest

Starting in Seoul (March 28–30), the tour will include:

Projections and a Golden Future

After renewing their contract with YG Entertainment, TREASURE announced collaborations with Latin artists for 'YELLOW' remixes. According to industry sources cited on Naver Blog, the group is preparing a reality show partially filmed in Spain, focusing on creating their next album.

This comeback not only solidifies TREASURE as leaders of K-pop's fourth generation but also establishes new paradigms in integrating global cultural elements with Korean essence. The yellow wave continues expanding, bringing optimism to the international music scene.