IVE SWITCH: HEYA, Accendio and a Folk Tale About a Tiger and the Sun

The teaser: a book, a wand, a key

The Korea Herald reported the release on April 4, 2024, about six months after the first EP, I'VE MINE, which the paper said sold over 1.6 million copies in its first week and became the group's third million-seller. The trailer began with a milky white book with "Switch" on the cover. A magic wand turned into a key, and the key opened a castle door. The Korea Herald

The group was in the middle of its first international tour across 27 cities, and the Herald said it would perform at the Tokyo Dome in September. A short teaser, COMING SOON, appeared on the channel on April 3.

HEYA: IVE's own folk tale

According to the agency, Starship Entertainment, HEYA is IVE's own folk tale about a tiger in love with the sun. The Korea Times reported that its music video drew attention for showing Korean traditional culture through props such as the gombangdae, a smoking pipe, and for clothes inspired by the jeogori, the upper garment of the hanbok. The paper said the video passed 19 million views on YouTube within two days. The Korea Times

Yujin said during a live broadcast that it was meaningful and fun to add Korean elements to the video and put on Korean clothes. The same report covers a dispute: some Chinese online users claimed that elements in the video belonged to Chinese culture, and the report describes the pushback in Korea. We link to it for context.

Archival photo: Wonyoung and Yujin of IVE at the group's Amsterdam concert on June 13, 2024, part of the first world tour. Credit: Robbie Klinkenberg, Wikimedia Commons, CC BY-SA 4.0. Linked from Wikimedia Commons at a smaller size; no other edits by KPOP NO.1.