YG Entertainment (hereinafter YG) chief producer Yang Hyun-suk will appear at the global K-pop awards ceremony '2025 MAMA AWARDS' on-site for the first time in 11 years. His appearance at an official event itself is unusual, drawing attention from inside and outside the industry.
According to OSEN reporting on the 26th, Chief Yang finally confirmed attendance at the '2025 MAMA AWARDS' held at Hong Kong's Kai Tak Stadium on the 28th–29th. The last time Chief Yang appeared at the 'MAMA Awards' was in 2014. At that time, the group WINNER received the rookie award and said, "We are grateful to President Yang Hyun-suk, who always believed in and supported us," a remark that created a warm, emotional moment.
Behind Chief Yang's return to the scene after 11 years are YG's next-generation performance line BABYMONSTER and TREASURE. A senior music industry official told OSEN, "Chief Yang decided to attend this 'MAMA Awards' to personally cheer on and encourage the two teams' performances."
BABYMONSTER has stood out this year as a "stage craftsmen" group, rapidly expanding its global fandom, and TREASURE has solidified its symbolic status as a "performance boy group" amid successful tour results in the second half of the year.
TREASURE will open the ceremony with the chapter 1 opening that will most intensely amplify "heung" and spread it worldwide, newly reinterpreting and presenting "K-hip" and "Kwaejina chingching" together with host Park Bo-gum, artist BOYNEXTDOOR, and Cortis.
Also, this year's 'MAMA Awards' had previously announced an official collaboration with the Netflix hit 'K-pop Demon Hunters,' and the protagonists are BABYMONSTER members. Through Wonder Stage, BABYMONSTER's Parita, Ahyeon, and Rora have been confirmed as the artists who will realistically recreate the film's narrative and scenes. A large-scale performance aimed at the BABYMONSTER members' global prominence, who are also noted for their distinctive vocal skills, has been announced, raising expectations.
Meanwhile, since Yang Hyun-suk officially returned as chief producer in 2023, YG quickly changed direction at a turning point. By returning to the essence of the music business and focusing on nurturing talent based on ability and strengthening content quality, it reestablished its presence in the entertainment industry and achieved an actual turnaround to positive financial results.
BABYMONSTER released its second mini album 'WE GO UP' last month and continues its upward momentum. The group is also communicating with global fans through 12 performances in six Asian cities. TREASURE is currently meeting fans worldwide with the '2025-26 TREASURE TOUR [PULSE ON]' and, following the '2025 MAMA AWARDS,' will appear consecutively at the '2025 SBS Gayo Daejeon' stage and Japan's Fuji TV '2025 FNS Music Festival.'
Chief Yang's return to on-site activities after 11 years, combined with the comprehensive offensive of BABYMONSTER's and TREASURE's year-end global performance expansion, is expected to draw even hotter interest to the '2025 MAMA AWARDS'.<
[photo] YG
[OSEN]