YG’s TREASURE Transforms Kobe Port Tower with Blue Illumination, Pop-Up Store Draws Huge Crowds

YG’s TREASURE Transforms Kobe Port Tower with Blue Illumination, Pop-Up Store Draws Huge Crowds

YG Entertainment’s TREASURE demonstrated their immense popularity in Japan by transforming the iconic Kobe Port Tower with a blue illumination, symbolizing the group’s signature color. The pop-up store, held in conjunction with this event, has been attracting massive crowds.

According to YG Entertainment on April 27th, TREASURE has been collaborating with Kobe Port Tower to host a special event from April 19th to 27th. As part of their “2025 TREASURE FAN CONCERT [SPECIAL MOMENT] IN JAPAN,” they are showcasing a pop-up store at this renowned Kobe landmark. Songs from their recently released special mini-album, [PLEASURE], are being played as background music throughout all floors of the tower, immersing visitors in TREASURE’s musical world. Admission tickets feature portraits of the members, and key areas, including the rooftop and observatory, are adorned with life-sized stickers of the members, creating unique photo spots.

The pop-up store also offers a variety of attractions, including a gallery showcasing TREASURE’s journey since their Japanese debut in 2021, official merchandise from their fan concert, limited-edition collaboration items for this event, and special dessert menus commemorating the collaboration, all contributing to the bustling atmosphere.

Notably, from April 22nd to 24th, the exterior of Kobe Port Tower was illuminated in blue. Numerous photos verifying this event were uploaded on social media, generating significant buzz. The illuminated tower resembled TREASURE’s official light stick, ‘TRIGHT,’ eliciting positive reactions from fans.

The pop-up store tour continues beyond Kobe Port Tower, with stops in Osaka (April 19th-27th), Aichi (April 26th-May 6th), Fukuoka (May 1st-7th), Tokyo (May 8th-13th, May 14th-18th). Furthermore, TREASURE frames in collaboration with Photoism at 92 locations across Japan, and various merchandise items in collaboration with renowned Japanese artist Coinparkingdelivery, are also available.

Meanwhile, TREASURE, who kicked off their global fan concert tour spanning 9 cities and 17 shows, recently concluded their first-ever North American tour with performances in New York, Washington D.C., Oakland, and Los Angeles. In Japan, they began their tour with a performance in Hyogo on April 23rd and will continue to Aichi, Fukuoka, and Saitama, continuing to connect with their fans.

Written by Kim Su Jin

Translated by Lee So Yun