YG Entertainment (hereafter YG) chief producer Yang Hyun-suk will appear at the global K-pop awards ceremony '2025 MAMA AWARDS (2025 MAMA Awards)' for the first time in 11 years. The fact that Yang, who rarely attends official events, will visit an overseas awards ceremony alone has drawn intense interest. In particular, this move is more meaningful in that the next-generation performance lines BABYMONSTER and TREASURE, which have recently driven YG's growth in practical terms, acted as the main background.
According to OSEN reporting on the 26th, chief producer Yang Hyun-suk has confirmed attendance at the '2025 MAMA Awards' to be held at Hong Kong Kai Tak Stadium on the 28th and 29th. His visit to the 'MAMA Awards' comes 11 years after Winner won the rookie award in 2014.
At the center of Yang's attendance at the 'MAMA Awards' are YG's next-generation main players. A high-ranking music industry official said Yang Hyun-suk decided to attend to directly cheer on and encourage BABYMONSTER and TREASURE. The two groups are core forces that led YG's performance rebound and enhanced its global brand image.
BABYMONSTER has recorded hyper growth, staging a world tour of 32 shows within a year of debut. Their solid live skills were confirmed during North American promotions and performances in Brazil and Mexico, and key songs including 'SHEESH' have continued to rise on platforms such as Melon and Spotify, achieving reverse-charting success.
TREASURE expanded its musical palette this year with mini album 3 'LOVE PULSE' and is touring major venues in Asia, Japan and Europe on the '2025-26 TREASURE TOUR [PULSE ON]'. They have also announced consecutive appearances on Japan's Fuji TV 'FNS Music Festival', further expanding their global recognition.
This year's 'MAMA Awards' will notably present a collaborative stage with Netflix's 'K-pop Demon Hunters', with BABYMONSTER members Parita, Ahyeon and Rora realistically recreating the film's narrative and scenes through the Wonder Stage. Their selection as lead performers for the large-scale collaboration stage proves their buzz as an emerging global group.
TREASURE, which has solidified its status as a 'performance boy group' through multiple tours and performances at major global festivals, is also expected to show its characteristic explosive live performances at this 'MAMA Awards'. The performances they will present at this 'MAMA' are close to YG performance line's present and strategic cards to lead the next few years.
With BABYMONSTER and TREASURE's world tour achievements and Blackpink's stadium tour converging, YG achieved strong global results this year. Yang's attendance at this 'MAMA' is also interpreted as a signal for him to directly confirm all these achievements at the center of the global market and to fully carry forward YG's performance strategy going forward.
As YG's music business core strategy begins to produce results in earnest, Yang's visit to the MAMA Awards added to that momentum means the '2025 MAMA AWARDS' this year is expected to be recorded as the occasion witnessing a new turning point for YG.
[Photo] YG Entertainment
[OSEN]