ILLIT’s Pop-up Draws Crowds on Opening Day, Capturing Fans with ‘Not Cute’ Vibe

[Group ILLIT’s pop-up store, where fans can fully enjoy the ‘NOT CUTE’ vibe, officially opened today (25th).

According to HYBE’s music group label Belift Lab, ILLIT will be holding a pop-up event to commemorate the release of their first single ‘NOT CUTE ANYMORE’ from today until the 30th at SPACE #2, #3 on the 4th floor of Ktown4u COEX in Gangnam-gu, Seoul.

The pop-up store recreates the office atmosphere from the ‘NOT CUTE’ concept photos, offering a special experience to visitors. Chic items are placed throughout the monochrome office space, adding visual interest. Here, visitors can find various merchandise, including physical albums collaborated with the British fashion brand ‘Ashley Williams,’ hand mirrors, magnetic card holders, and apparel reminiscent of keychains from the ‘Little Mimi’ version.

The pop-up is also filled with events to enjoy ‘NOT CUTE ANYMORE’ in a unique way. A message zone for fans to send words of support to ILLIT, a listening zone, a photo booth, and a lucky draw are available. At the pop-up cafe, purchasing special desserts featuring each member’s individuality comes with exclusive benefits like unreleased photocards, mini posters, and cup holders.

From the opening day, long queues of fans waiting to enter attracted attention. They entered sequentially through an on-site waiting system, freely experiencing the pop-up, posting 인증 (proof/check-ins) on social media, and sharing ILLIT’s ‘NOT CUTE’ music and sensibility.

ILLIT is receiving a heated response from the release day of ‘NOT CUTE ANYMORE.’ The title track of the same name as the single topped Melon’s ‘Hot 100’ as well as Japan’s AWA real-time rising chart. It also ranked on the iTunes ‘Top Song’ charts in over 10 countries/regions. The music video, with its whimsical theme of ‘declaring an end to cuteness,’ is gaining attention for the members’ upgraded visuals and diverse charms.

ILLIT will unveil the stage for their title track ‘NOT CUTE ANYMORE’ for the first time on KBS2’s ‘Music Bank’ on the 28th.