YG's BabyMonster set to release 'DESERVE' on 23rd; TREASURE's 'SHOCK' due next month — Yang Hyun-suk's 2027 roadmap

YG Entertainment is rolling out a large-scale artist activity plan aimed at dominating the K-pop market in the second half of the year. At the forefront, 'BabyMonster' is set to make a high-profile comeback at 1 p.m. on the 23rd with its new digital single, 'DESERVE', drawing intense attention from fans around the world.

Yang Hyun-suk, YG's executive producer, personally unveiled a blueprint for the agency's artists on the company's official blog on the 14th. The move has drawn industry attention because it goes beyond announcing comebacks and lays out YG's mid- to long-term vision.

BabyMonster's endless ascent, powered by delicate vocals and intense emotional depth

Yang described 'BabyMonster''s new song as “a slow-tempo track that contains intense energy surpassing that of the group's previous releases.” He added, “The members' delicate vocal abilities and explosive singing come together in perfect harmony to express the emotional climax,” expressing strong confidence in the song.

'BabyMonster' is currently demonstrating its global ticket-selling power through its second world tour, 'Dance' (CHOOM), performing 31 shows in 18 cities around the world. Beginning with the release of 'DESERVE', the group plans to maintain an intense pace of activity, following it with a new full-length album early next year.

TREASURE signals a musical transformation as YG's next generation emerges

Boy group 'TREASURE' will also return on the 2nd of next month with 'SHOCK', a new song built around a weighty hip-hop sound. Yang Hyun-suk said he had pursued “the biggest change ever in 'TREASURE''s musical direction,” stressing that “this comeback will serve as the signal opening the group's full-fledged second act, which will continue through 2027.”

Alongside strengthening its existing lineup, YG is nearing the launch of two rookie groups that will carry the agency's future: a five-member boy group and a four-member girl group. Both teams are accelerating preparations for their debuts.

Yang said, “The two teams we will introduce will be key forces driving YG's next step alongside 'TREASURE' and 'BabyMonster',” signaling that the company is concentrating its resources across the board. The groups are scheduled to complete demo recordings by the end of the year and officially announce specific debut schedules once their final title tracks have been selected.