“From The Sahara To The Sahara”: ATEEZ’s Hongjoong Celebrates Journey From Debut To “Coachella 2024”

Five and a half years ago, on October 24, 2018, ATEEZ debuted under the small label KQ Entertainment with little more than hopes and dreams keeping them afloat as a rookie K-Pop group. Their debut album, Treasure EP.1: All to Zero, sold less than 500 copies in first-day sales, and just over 5,000 after the first week. It was a small debut for sure, and little did they know that they would go on to be one of the most successful K-Pop groups of the fourth generation, not to mention the best-selling group of any non-“Big Four” label.

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ATEEZ | @ATEEZofficial/Twitter

Their debut song, “Pirate King”, started off their unique and alluring pirate-themed concept, and to match the aesthetic, the music video was filmed in Morocco in the Sahara Desert.

Throughout their TREASURE era, the adventurous pirate theme remained the core of their concept, and even today, it continues to be a solid part of their identity. There’s a reason that the members call their leader Hongjoong “Captain”!

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Hongjoong (ATEEZ) | KQ Entertainment

Their growth since their debut has been nothing short of phenomenal, with their latest album, THE WORLD EP.FIN: WILL reaching nearly 1.8 million total sales. It’s their third album to surpass the million sales mark, and we doubt that their success will take a downturn anytime soon, especially after their incredible performance at Coachella on April 12!