IVE (Ahn Yu-jin, Gaeul, Lay, Jang Won-young, Liz, Lee Seo) is attracting attention with their unique comeback promotion. Their agency, Starship Entertainment, announced on the 5th that IVE launched a new Secret Instagram account, ″ivesecret.archive.″ This move marks the beginning of full-scale promotions for their fourth mini-album, ″IVE SECRET,″ which will be released on the 25th.

With the account launch, IVE shared some behind-the-scenes footage from the filming of their new album. The members were immersed in the shoot, using objects from a moving poster. Various props, including a ″CUPID″ decoration above their eyebrows and a ″CUPID’S GUIDEBOOK,″ piqued curiosity about the album’s concept. Furthermore, on the 6th, IVE shared behind-the-scenes photos from a rehearsal for the new album’s title track, ″XOXZ,″ on their Instagram Story, signaling that they will be releasing a variety of content through this account in the future.

Ive is generating buzz with a comeback promotion that’s unlike anything they’ve done before. They’ll begin with the ″Ive Secret″ trailer on the 8th, followed by trailer photos on the 9th and 10th, and the tracklist announcement on the 12th. They’ll then release two mood samplers on the 14th and 18th, followed by four concept photos on the 15th, 16th, 19th, and 20th. Finally, they’ll release a music video teaser for the title track ″XOXZ″ on the 22nd, and a highlight medley on the 24th, the day before the album’s release, filling their comeback week with a wealth of content.

The new album ″Ive Secret,″ set for release on the 25th, maintains Ive’s signature confident charm while also revealing a hidden side and unexpected attitude. Each song on the album, including the title track ″XOXZ,″ is simultaneously a fragment of independent emotion and a connected narrative, capturing Ive’s evolution as a multi-faceted team.

Ive achieved his fifth consecutive million-seller status with his third mini-album, ″IVE EMPATHY,″ released in February, surpassing 1.04 million copies in initial sales. Furthermore, the pre-released track ″REBEL HEART″ and the title track ″ATTITUDE″ garnered a total of 15 music show wins. ″REBEL HEART″ topped major domestic music charts, achieving a ″perfect all-kill.″ To this day, both ″REBEL HEART″ and ″ATTITUDE″ remain at the top of music charts, maintaining their consistent popularity.

Recently, Ive kicked off a unique promotional campaign by pre-releasing a portion of their title track ″XOXZ″ at the ″2025 SBS Gayo Daejeon Summer.″ They are set to hit the music scene this summer with their new album ″Ive Secret,″ which breaks away from the predictable narrative. Ive will make an official comeback on the 25th with the release of their fourth mini-album ″Ive Secret″ and the title track ″XOXZ.″