IVE 'HEYA' (2024)

What is Heya by IVE?

Heya (Korean: 해야; RR: Haeya; lit. "Sun!") is a song recorded by South Korean girl group IVE for their second Korean-language extended play Ive Switch. The track serves as the lead single from the EP and was released on April 29, 2024, by Starship Entertainment.

The song represents the opening track and title song from the extended play, marking IVE's return following their previous release Baddie. Described as a hip hop song, Heya features lyrics centered around a folk tale theme, specifically drawing inspiration from the traditional Korean folklore "The Tiger Who Loved the Sun," which narrates the formation of the sun and moon. The song reconstructs this classic tale in what has been termed the 2024 IVE version, incorporating contemporary elements while maintaining cultural references.

Musically, Heya was composed in the key of F minor with a tempo of 92 beats per minute. The creative team behind the track includes writers Lee Seu-ran, Exy, and Sohlhee, while the composition and arrangement were handled by Ryan S. Jhun, Dem Jointz, Jack Brady and Jordan Roman of The Wavys, and Ido Nadjar. Kloe Latimer participated specifically in the composition process.

The song's structure begins with a strong rap section that establishes the atmosphere before transitioning into a chorus designed to overwhelm listeners with its impact. Heya features an addictive melodic hook designed to appeal across different age groups, with verses delivered through dynamic rapping by members Rei, Leeseo, and Yujin. The track incorporates flourishes in its percussion to create a lighter, more vivid sound compared to heavier hip hop productions. The song includes substantial vocal parts that introduce melodic touches throughout, particularly evident in the bridge section and the opening hook that sets up the chanty chorus.

The song was released simultaneously with its accompanying music video on April 29, 2024.

When was Heya released?

Announcement and teaser releases

Starship Entertainment announced IVE's comeback on April 3, 2024, revealing plans to release their second extended play Ive Switch on April 29. The announcement marked the group's return following a six-month period since their previous album I've Mine, which was released in October 2023.

On April 20, the track listing for Ive Switch was released, with Heya and Accendio announced as the double title tracks from the EP. A motion teaser video for Heya was released on April 21, providing fans with an initial preview of the song's concept. Subsequently, on April 24, Starship Entertainment released the music video teaser through the group's official social media channels. The teaser featured the intensely developing melody of Heya along with the recurring lyric "I have to do it," delivered through the members' voices. The promotional campaign concluded with the release of a highlight medley teaser video on April 28.

Release date and format

Heya was released on April 29, 2024, at 6:00 PM Korea Standard Time. The song was made available simultaneously across various online music platforms alongside its music video and the complete Ive Switch extended play. The release represented IVE's first musical output of 2024.

The track was distributed in digital download and streaming formats. Starship Entertainment served as the primary label, with distribution handled through Kakao and Columbia Records. The song's availability extended across multiple regions through these digital platforms.

What does Heya mean?

The title draws from a reimagined folk tale called "The Tiger Who Loved the Sun," which itself was inspired by the traditional Korean story "The Tiger Who Loved a Human". This folklore narrative speaks to the mythological formation of the sun and moon in Korean cultural tradition. The word "Heya" functions as a homophone in Korean for "sun," creating a dual linguistic layer where the chorus evokes imagery of a tiger attempting to bite the sun.

Reflecting deep roots in Korean folklore, the song's concept showcases traditional storytelling elements through modern musical interpretation. The lyrics incorporate extensive tiger imagery and comparisons throughout, including references to tiger eyes, claws, hunting behaviors, and biting actions. This animal symbolism positions the members of IVE as the tigers within the narrative framework, paralleling the folkloric characters from the original tale.

The song additionally alludes to a distinctive Korean storytelling convention. While Western fairy tales typically begin with "once upon a time," Korean folktales sometimes open with the phrase "Long time ago, back when tigers used to smoke". This cultural reference grounds the track firmly within Korean narrative traditions, distinguishing it from Western pop music conventions.

True to its cultural theme, the composition primarily focuses on Korean lyrics over English language elements. This linguistic choice emphasizes the song's connection to Korean heritage and allows for authentic expression of the folkloric narrative. The sophisticated reinterpretation of traditional Korean beauty within the track has garnered praise from international music audiences. Global fans have expressed particular interest in the exotic freshness and distinctive aesthetic qualities derived from these Korean cultural elements, demonstrating how traditional folklore can resonate across different cultural contexts when presented through contemporary musical formats.

How is Heya composed?

Musical style and tempo

The composition operates at a tempo of 92 beats per minute with a total duration of 3 minutes and 10 seconds. Set in F minor, the track utilizes a time signature of 4 beats per bar and exhibits high energy levels with very danceable qualities. The musical approach blends hip-hop elements with pop sensibilities rather than adhering to a single genre focus, creating what has been characterized as a mixed composition typical of K-pop production.

The arrangement features contrasting sections where rap verses alternate with vocal segments, establishing a dynamic interplay throughout the track. This structural choice creates an unexpected effect, particularly given the lighter quality of the opening melody that precedes the rap introduction. The chorus employs powerful mixing techniques that deliver significant impact, distinguishing it from the verses. Instrumentation incorporates layers that avoid excessive weight, maintaining a lighter sonic profile suitable for seasonal listening.

Writers and producers

Lee Seu-ran, Exy, and Sohlhee handled the lyrical composition. The music composition credits extend to Ryan S. Jhun, Dem Jointz, Jack Brady, Jordan Roman, and Ido Nadjar, with Kloe Latimer contributing specifically to the compositional process. Jack Brady and Jordan Roman operate as members of The Wavys production collective.

Arrangement responsibilities were distributed among Ryan S. Jhun, Dem Jointz, Ido Nadjar, and The Wavys. The production team included Ryan S. Jhun, Ido Nadjar, Dem Jointz, and The Wavys as primary producers. Recording and editing engineering was conducted by Yungeun Yang, while Alawn handled mixing engineering duties. Nam Woo Kwon completed the mastering engineering for the final release.

How did Heya perform on music charts?

South Korea chart performance

Following its release, Heya entered top positions across major domestic music charts. The track debuted at number eight on South Korea's Circle Digital Chart in the chart issue dated April 28 – May 5, 2024, subsequently ascending to number two in the chart issue dated May 12–18, 2024. On the Billboard South Korea Songs, the track debuted at number 11 in the chart issue dated May 11, 2024, before ascending to number two in the following week.

The track demonstrated sustained chart longevity, spending a full year on the MelOn Daily Chart, becoming IVE's sixth song to achieve this milestone. Moreover, it charted for 423 consecutive days on the MelOn Daily Chart top 100. The song also secured a high position within the top 100 of the Melon 2024 year-end chart.

International chart performance

In Japan, the track debuted at number 32 on the Billboard Japan Hot 100 in the chart issue dated May 8, 2024, and at number 13 on the Oricon Combined Singles in the chart issue dated May 13, 2024. Across Southeast Asia, it debuted at number 22 on Singapore's RIAS Top Streaming Chart and at number 17 on the RIAS Top Regional Chart, ascending to number eight in the following week. In Malaysia, the track debuted at number 14 on the RIM Top 20 Most Streamed International and at number 21 on the Billboard Malaysia Songs.

Additionally, the track debuted at number eight on the Billboard Taiwan Songs, ascending to number four in the subsequent week. In Hong Kong, it debuted at number 13 on the Billboard Hong Kong Songs, while in New Zealand, it debuted at number 30 on the RMNZ Hot Singles.

Global chart rankings

The track peaked at number 56 on the Billboard Global 200 in the chart issue dated May 18, 2024. The music video reached number one on YouTube Music Video Trending Worldwide.

How was Heya promoted?

Following the release of Ive Switch on April 29, 2024, IVE held a live event on YouTube aimed at introducing the extended play and its tracks, including the title song, and connecting with their fanbase. The promotional campaign for the song extended across three weeks of music show appearances with scheduled performances on major South Korean broadcast programs.

The group performed on three music programs during the first week of promotion:

KBS's Music Bank on May 3
MBC's Show! Music Core on May 4
SBS's Inkigayo on May 5

During the second week, they appeared on the same three programs: Music Bank on May 10, Show! Music Core on May 11, and Inkigayo on May 12. The third and final week of promotion expanded to four music programs, adding Mnet's M Countdown on May 16, followed by Music Bank on May 17, Show! Music Core on May 18, and Inkigayo on May 19.

The visual presentation emphasized Korean cultural elements throughout promotional activities. The music video featured outfits inspired by hanbok, traditional Korean dress, along with traditional accessories including norigae, fans, pipes, and scrolls. Set design drew from traditional Korean paintings and incorporated appearances of tigers, traditional games like jwibulnori (typically played during the first full moon of the Lunar New Year), and group dance performances resembling ganggangsullae.

The music video reached 10 million views within 19 hours of release and accumulated 30.76 million views. Additional promotional content included a Studio Choom performance on April 30, 2024, a dance practice video, and a relay dance video. The promotional period coincided with the group's ongoing first world tour "Show What I Have," which brought them to cities across North America, Europe, Asia, and Australia. IVE was additionally announced as part of the lineup for Lollapalooza in Chicago.

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