TREASURE's 'IF I' hits 100 million views in 11 days
The fastest of any K-pop music video in 2026.
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The number catches your eye first. But the fun of this song lives outside that number. Let me unpack why below.
What happened in 11 days
The speed first. TREASURE's 'IF I' music video crossed 100 million views on YouTube on June 13. That's 11 days, 22 hours, and 49 minutes after release. It's the fastest a K-pop music video has reached 100 million views in 2026.
I love that the record goes down to the minute. It means this wasn't a quick flash — it kept spinning for more than ten days straight. View counts are numbers built by people who hit replay on the same video over and over. So before the charts, I picture the fingers that pressed play again and again. When 'the fastest' gets attached to a video among all the ones released this year, it means there was something in that very first moment that held people. So this 100 million isn't an ending — it's closer to a signal handed to whoever's about to hear the song for the first time.
'NEW WAV', leaning into hip-hop
This song is the title track of their fourth mini-album, 'NEW WAV'. The first impression is that the hip-hop runs deeper. The intro bass presses the floor with one thud and walks in. Over it, the members' rap chops the beat into short, clipped hits. And the chorus hook lodges in your ear in one go.
Just like the album's name, you can feel a familiar team trying to ride a new wave. Instead of letting it glide by smoothly, it lets you feel the rhythm through the gaps between bass and rap, so the more you listen, the more of what you'd missed opens up, one thing at a time. First you fall for the chorus hook, then the intro bass, then the tiny timing of the rap clipping the beat. It'd be a shame to hear it once and move on.
Just give it a listen, trust me
Just give it a listen, trust me. More than the number 100 million, whether your shoulders twitch first in the opening eight bars is this song's real report card. The numbers are already in, so all that's left is your own body. Just plug in your earphones and press play.
Discovery note. Play it on a day when you want to nudge the volume up one notch on the morning commute, or the moment you're tightening your running-shoe laces. Your feet will find the beat first. It's fun to prick up your ears for the opening eight bars where the intro bass comes in, and watch whether your shoulders or your feet move first. You could even set your walking pace to this beat for the day.
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