TREASURE Solidifies Popularity in Japan with Theme Song for Primetime Drama
The group TREASURE has been selected to perform the theme song for a Japanese primetime drama, further cementing their popularity in the region.
This announcement comes as TREASURE kicks off their second Japanese fan meeting tour, reinforcing their growing influence in Japan.
On the 9th, YG Entertainment announced that TREASURE would be singing the theme song 'REVERSE' for TV Asahi's Friday late-night drama 'Legendary Capjack Show,' set to premiere on the 19th.
The drama is based on the popular manga of the same name, serialized in the renowned manga magazine 'Weekly Shonen Magazine.'
'REVERSE' is a dance track that showcases TREASURE's signature style, beginning with an intense wobble bass, gradually building with low-pitched rapping, and culminating in a dynamic chorus with driving drum beats.
The song's lyrics carry an empowering message, perfectly matching the energetic voices of TREASURE members and enhancing the drama's immersive experience.
This selection as the drama's theme song once again proves TREASURE's rising popularity in Japan.
They previously topped major music platforms with 'BEAUTIFUL,' the ending theme for the popular anime 'Black Clover,' and 'Here I Stand,' the theme song for its movie adaptation.
These achievements highlight TREASURE's significant presence in the Japanese entertainment industry.
Fans eagerly welcomed the news of TREASURE's participation in the drama's theme song.
To meet this enthusiasm, TREASURE will release a short version of 'REVERSE -Drama Edit-' on Japanese music sites on the 10th at 7 PM. This pre-release aims to satisfy fans' anticipation while increasing interest in the drama.
Currently, TREASURE is conducting their second Japanese fan meeting tour, '2024 TREASURE FAN MEETING WONDERLAND.' The concerts in Kanagawa on July 6th and 7th sold out completely, marking a successful start to the tour.
The tour will continue with performances on July 13th and 14th in Hiroshima, July 18th to 20th in Hyogo, July 24th and 25th in Aichi, August 3rd and 4th in Tokyo, and August 10th and 11th in Fukuoka. Through this tour, TREASURE is expected to build a closer relationship with their fans across Japan.
TREASURE's activities are gaining attention as a successful example of a K-pop group's entry into the Japanese market.
Despite being a relatively young group in their fourth year, TREASURE has effectively localized by tightly integrating with Japanese popular culture content. This approach demonstrates the new potential of Korean Wave (Hallyu) content beyond just musical achievements.
Industry insiders have praised TREASURE's Japanese activities as a new model for K-pop groups' overseas expansion strategies.
"TREASURE's method of actively collaborating with local cultural content to broaden their fan base and increase public recognition can serve as a good example for other K-pop groups," said an industry representative.
As TREASURE continues their activities in Japan and beyond, the industry is keenly watching to see what successes they achieve and how they solidify their global presence.
TREASURE's journey will likely be a crucial indicator of the success of K-pop's globalization and localization strategies.
