TREASURE - ‘MY TREASURE’ M⧸V

What this video is

Released January 11, 2021, during the height of the COVID-19 pandemic, 'MY TREASURE' served as an explicit message of communal resilience and hope. YG Entertainment framed the lyrics as carrying the meaning that 'everyone is a unique treasure-like being, which gives a hopeful message of Let's cheer up in hard times.' The video's fantasy-themed escape aesthetic directly responded to pandemic fatigue, with member…

Why it matters

Represents the archetypal 4th-gen K-pop 'bright concept' debut format — high-energy, multi-member choreography-forward production with cross-generational appeal. 'MY TREASURE' marked a deliberate genre shift for the group away from the electronic-heavy sound of their 2020 single releases toward an…