TREASUREs IF I Becomes Fastest K-Pop Music Video of 2026 to Reach 100 Million Views

South Korean boy band TREASURE has set a new speed record for K‑pop music videos in 2026. The group’s latest title track, “IF I,” from its fourth mini‑album “NEW WAV,” crossed the 100 million‑view threshold on YouTube in just 11 days, 22 hours and 49 minutes after its premiere, making it the fastest K‑pop MV of the year to reach the milestone.

The music video was released on June 1 at 6 p.m. KST. According to a statement from YG Entertainment, the video hit 100 million views on June 13 at approximately 4:49 p.m. KST. The calculation of the elapsed time is based on the official release and milestone timestamps provided by the agency. The record is measured in terms of the duration between the first public upload and the view count crossing the 100 million mark.

“IF I” is also TREASURE’s quickest music video to achieve 100 million views. The group has previously reached the same benchmark with three other videos: “BOY,” “I LOVE YOU,” and “JIKJIN.” The new record therefore expands the group’s portfolio of high‑viewing releases and underscores the continued growth of its international fan base.

The 2026 K‑pop landscape has seen several fast‑moving videos. BABYMONSTER’s “CHOOM” reached 100 million views in 13 days and 21 hours, a record that stood until “IF I” surpassed it. Other acts have also posted rapid view counts, but none have matched the speed achieved by TREASURE’s latest release. The achievement is notable because it demonstrates the group’s ability to mobilize viewers across multiple platforms, including YouTube, Viki, and Idol Festa Attack, where the video is also available.

TREASURE was formed by YG Entertainment in 2019 and debuted in 2020 with the single album “The First Step: Chapter One.” The group currently consists of ten members: Choi Hyun‑suk, Jihoon, Yoshi, Junkyu, Yoon Jae‑hyuk, Asahi, Doyoung, Haruto, Park Jeong‑woo, and So Jung‑hwan. “NEW WAV,” released on June 1, is the group’s fourth mini‑album and contains four tracks, with “IF I” as the lead single. The album’s composition focuses on hip‑hop elements, marking a stylistic shift from previous releases.

From an industry perspective, the rapid accumulation of 100 million views is a key performance indicator for K‑pop acts. It reflects both domestic and overseas engagement and can influence future promotional strategies, such as touring schedules and digital marketing campaigns. YG Entertainment’s announcement of the milestone also serves to reinforce the agency’s reputation for producing high‑impact releases.

The video’s rapid view accumulation coincided with a series of promotional appearances by the members on music shows, radio programs, and online fan meetings. The group performed “IF I” on M!Countdown on June 11, securing the program’s first trophy for the group. The performance was broadcast live and attracted a viewership of 1.2 million on the network’s streaming platform, according to the broadcaster’s statistics. The agency also released a behind‑the‑scenes documentary on the making of the MV, which was uploaded to YouTube on June 3 and garnered 1.5 million views within 48 hours.

YG Entertainment’s announcement of the 100 million milestone was accompanied by a statement highlighting the group’s growing international fan base and the agency’s commitment to supporting the members’ artistic growth. The statement noted that the video’s view count surpassed the 100 million mark in a record time for a K‑pop release in 2026, and that the group’s previous record was held by BABYMONSTER’s “CHOOM.”

The 100 million‑view milestone is a key metric for K‑pop acts, often used by agencies to gauge a release’s global reach and to plan subsequent promotional activities, such as world tours and brand partnerships. The rapid achievement may influence YG Entertainment’s future marketing strategies for TREASURE and other artists on its roster.

The video’s visual concept, described by YG Entertainment as a blend of black‑and‑white cinematography and dynamic choreography, received positive feedback from critics and fans alike. The MV’s production involved a team of choreographers, cinematographers, and visual effects artists, and the final cut runs 3 minutes and 45 seconds.

In summary, TREASURE’s “IF I” has become the fastest K‑pop music video of 2026 to reach 100 million views, achieving the milestone in 11 days, 22 hours and 49 minutes after its June 1 release. The record adds to the group’s growing list of high‑viewing videos and highlights the continued momentum of K‑pop on global digital platforms.