TREASURE just turned a quiet YouTube climb into a statement moment. The music video for their all English title track IF I has surpassed 100 million views, and it did it in under 12 days, making it both the group’s fastest video ever and the fastest K pop MV of 2026 to hit that mark.
The milestone lands six years after TREASURE’s debut and right in the middle of their new hip hop era with fourth mini album NEW WAV. With first week album sales passing 1 million, a first M Countdown win for IF I, and a noticeable jump in global streaming numbers, fans are treating this as the moment the group’s long building fandom finally shows its true size.
‘IF I’ hits 100 million views in under 12 days
The IF I music video dropped on June 1, 2026 at 6 p.m. KST alongside NEW WAV. It reached 50 million views in about 6 days and 9 hours, then crossed 100 million around June 13 at 4:49 p.m. KST, which means 11 days, 22 hours, and 49 minutes from release.
Coverage of the milestone confirms that this pace sets two records at once: it is TREASURE’s fastest 100 million video and the fastest K pop MV of 2026 so far to reach that number. It is also their fourth MV to join the 100 million club, following debut track BOY, I LOVE YOU, and JIKJIN.
A late blooming fandom finally goes big
Earlier in their career, TREASURE’s 100 million climbs moved much slower, even as they were already touring and selling albums. Previous records looked like this:
- BOY: about 1 year, 4 months, and 1 day to 100 million views
- JIKJIN: just over 6 months, 15 days, and 6 hours to 100 million
- IF I: under 12 days
The acceleration lines up with hard numbers. NEW WAV sold over 592,000 copies on day one and surpassed 1 million in its first week, while the EP topped iTunes Top Albums in 13 regions and Oricon’s Weekly Album Ranking in Japan. TREASURE’s YouTube channel passed 8 million subscribers, and reports note roughly 500,000 new monthly listeners on Spotify since the comeback.
On June 11, the group finally took first place on M Countdown with IF I, winning with 6,328 points against aespa’s 6,001. For Treasure Makers, it was a long awaited trophy on a major music show, especially after the group had already held fan concerts in New York, Washington D.C., Oakland, and Los Angeles in 2025.
Hip hop, English lyrics, and what comes next
IF I is TREASURE’s first fully English title track, built on a hard hitting hip hop beat and lyrics about pushing past doubt. NEW WAV is their first all hip hop mini, and industry analysis notes that YG leadership personally steered this “second chapter,” repositioning the group closer to the label’s classic rap focused sound while making it easier for international fans to sing along.
The MV leans into that attitude with stark black and white visuals, street style looks, and tight group formations that spotlight a punchy arm driven key move. Those elements have fed into viral challenges on TikTok and Instagram under tags like #IFIHOLIC and #IF_I_CHALLENGE, with regional outlets pointing to massive short form views across platforms, even if exact totals are still being debated.
Next, TREASURE will test this new momentum on stage, starting with three concerts in Seoul from June 19, then an eight city tour in Japan. For newer international listeners drawn in by the IF I MV, this era is an easy entry point into a catalog that now stretches from debut track BOY and runaway favorite JIKJIN to the darker, louder world of NEW WAV.