The buzzed about K-pop girl group returned with a brand new album on April 29 and has already sold over one million copies.&nbsp;

The six stunning ladies of K-pop group <a href="https://www.lofficielsingapore.com/fashion/ive-starring-puma-palermo-latest-campaign-win-metawin-tu-tontawan-fashion-news" title="IVE Embraces Their Sporty Side with the Iconic PUMA Palermo's Collection" target="_blank" rel="noopener">IVE</a> are back and they are switching things up! An Yu-jin, <a href="https://www.lofficielsingapore.com/fashion/april-2023-cover-story-gaeul-ive-comeback-interview" title="Cover Story: IVE's Gaeul Shows Off A Fresh New Side" target="_blank" rel="noopener">Gaeul</a>, Rei, Jang Won-young, Liz and Lee-seo has returned with their second EP titled, 'IVE Switch' on April 29 much to delight of DIVEs. The group also debut their music video for the title track, 'HEYA', receiving a massively positive reaction with its vibrant palette, Y2K aesthetics and tasteful inclusion of traditional Korean elements. The latter can also be seen in the group's fashion looks with silhouettes and details that reference the Hanbok. Check out the full MV below!

IVE 아이브 '해야 (HEYA)' MV

K-pop fans are loving the comeback and it's clearly reflected in the sales as just 3 days after the debut of their comeback, South Korean domestic charts, Hanteo has reported that the album has surpassed 1 million copies sold. Thus, making this their fastest selling album yet!&nbsp;
Having solidified their position as torchbearers of the '4th generation' in the K-pop landscape, <a href="https://www.lofficielsingapore.com/fashion/ive-puma-asia-ambassador-kpop-teveris-nitro-sneakers-streetwear" title="IVE, the K-pop Sensation, Joins Forces with PUMA to Embrace the Y2K Trend" target="_blank" rel="noopener">IVE</a>'s previous releases, including their third single 'After LIKE,' debut full-length album 'I've IVE,' and <a href="https://www.lofficielsingapore.com/culture/ive-comeback-ep-i-ve-mine-becomes-best-selling-album-kpop-music-baddies" title="IVE's Latest Comeback EP &quot;I've Mine&quot; Becomes Their Best-Selling Album" target="_blank" rel="noopener">inaugural EP 'I'VE MINE,'</a> have achieved platinum status, consistently dominating major music charts and showcasing their formidable influence in the industry.
Moreover, <a href="https://www.lofficielsingapore.com/culture/kpop-girl-group-ive-teases-new-album-concert-in-singapore" title="Viral K-pop Group, IVE Teases New Album and Concert in Singapore" target="_blank" rel="noopener">IVE</a>'s global footprint continues to expand, exemplified by their inaugural world tour, 'IVE THE 1ST WORLD TOUR 'SHOW WHAT I HAVE,' which saw them perform in 27 cities across 19 countries since October last year. Notably, their inclusion in the esteemed lineup of Lollapalooza and the triumphant encore performances at Tokyo Dome underscore their soaring international acclaim and widespread popularity.
Soaring from their successful comeback, we take a closer look at '<a href="https://www.lofficielsingapore.com/culture/highlights-red-carpet-38th-golden-disc-awards-kpop-celebrity-newjeans-stray-kids-ive" title="Everything You Missed From the 38th Golden Disc Awards" target="_blank" rel="noopener">IVE</a> Switch' as a project and talk to the members about their musical growth, the thoughts behind this album's concept and the story they want to tell with this project. Here are their thoughts below!

How does it coming back after 6 months with your second EP album &lsquo;IVE Switch&rsquo;?
Yujin An: This is the moment when our album &lsquo;IVE Switch&rsquo;, which we prepared while communicating with fans on the world tour stage, is finally released to the world. As we have experienced various stages, we have worked hard to prepare this album to show a more mature and developed side, so please give us a lot of interest and love.
Gaeul: I think this album is one in which we tried a lot to transform ourselves to show a lot of different sides of ourselves.&nbsp;
Rei: Following the last album, we returned with &lsquo;IVE Switch&rsquo; 6 months later. I am very excited and looking forward to meeting my fans frequently through various contents through this activity.
Wonyoung Jang: I think we'll be able to show IVE's diverse side once again through 'IVE Switch', so I'm also looking forward to this activity even more. We have worked hard to prepare various styling and performances to show you, so please look forward to it.
Liz: While preparing for this album, I tried a hairstyle without bangs, and while we've tried a lot of looks since our debut, I'm most curious to see how fans will react to this one.
Lee Seo: After the release of 'IVE Switch' and fans said a lot of nice things, I was able to gain more confidence and strength even before I started my activities. As much as you look forward to it, we will repay you with a great performance.

Tell us more about the process and vision in creating your second album 'IVE Switch'?
Wonyoung: This is an album where we made many unique attempts to show a more expanded "different me" based on the independent and confident image that IVE previously showed. In the case of the double title song 'HEYA', it will leave a strong impact with lyrics containing folk tales and the powerful hip-hop genre, while 'Accendio' will fill the stage with a mysterious atmosphere as if casting a spell. In addition to the double title song, all the songs in the album aim to showcase our diversity and uniqueness.
Liz: We aim to show our growth through this album. Every time we prepare an album, we worry a lot about how we can show more of IVE&rsquo;s unique colours. Right now, I am very satisfied because I think the answer to our concerns is well addressed in &lsquo;IVE Switch.&rsquo; Using the "switch" concept and just as the atmosphere changes when a switch is turned off and on, we will show a change from IVE's previous appearance with different charms through the double title song.

What is the story IVE wants to tell in this album? 
Gaeul: In our previous work, we explored different facets of 'me', but in this album, we intend to unveil the 'other me', crafting a narrative that extends beyond the conventional portrayal of self. We plan to tell IVE's story that expands beyond the existing subjective attitude towards love, such as interpreting an old folklore about the sun in our own way, or talking about the feelings of encountering love as if being transformed by a spell.
We heard Won-young participated in writing lyrics of the b-side song &lsquo;Blue Heart&rsquo;. How did it feel participating in writing lyrics again? 
Wonyoung: With this album marking a new version of IVE, the lyrics of 'Blue Heart' were crafted to capture Ive's evolving maturity in line with our new concept. Crafting lyrics that exude a distinct attitude and emotion from my previous contributions allowed me to explore a different facet of myself. I'm immensely grateful for the fans' support and resonance with my lyrics, providing me with another opportunity to contribute to the album. Thank you, and we're committed to continually showcasing growth.

Images courtesy of Starship Entertainment

For the first time since your debut, you recently completed a successful world tour across six cities in the United States, from the Kia Forum in Los Angeles to selling out the Prudential Center in Newark. How does it feel to engage with diverse global stages, including upcoming performances in Europe, South America, Lollapalooza Music Festival, and an encore at Tokyo Dome?
Yujin: I'm learning a lot while doing the world tour. I feel like I'm learning more about the joy of communicating on stage simply by seeing fans dancing to our songs and singing along with us. Hence, all the performances were very precious and remained as happy memories. I would like to further communicate with fans by holding another encore performance in Korea, where the world tour first began. Because of the fans who love IVE, we can stand on dream stages like the Tokyo Dome and the Lollapalooza stage.&nbsp;
Rei: I think I was in a daze when I heard that an encore performance was confirmed at Tokyo Dome in Japan. I still can't believe that I can stand on my dream stage of which I've watched my seniors perform. As an IVE member, I'm so grateful to our fans. We will work hard to create good memories for our fans through the European and South American shows, which will be IVE's first solo concerts there, as well as the Lollapalooza stage.
Gaeul: Even though this is our first world tour since our debut, we were really touched by the fans who filled the concert hall, sang along to our songs, and enjoyed the stage, and we thank you so much once again. I don't think I'll ever forget the thrill I felt on stage during this tour. I'm already excited to meet our fans at future performances. If we get the chance, I would like to do another encore performance in Korea too!

IVE Talks about Their Smash Hit Comeback Album, 'IVE Switch', Growth & More

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