Why ILLIT Let Go of ‘Cuteness’… “We Wanted to Show a Broader Image”

Group ILLIT’s musical transformation is receiving a positive response. Their new album, which moves away from their previous bright and energetic image to feature calm colors and restrained emotions, is attracting attention.

ILLIT (Yuna, Minju, Moka, Wonhee, Iroha) released their first single album ‘NOT CUTE ANYMORE’ on the 24th. The title track of the same name is a pop genre based on reggae rhythm and expresses the desire not to be seen as just cute anymore.

The new song maintains a calm flow with minimal sound and repetitive structures. It features vocal lines that connect like a conversation and a concise melody line, with the enhanced vocals of the five members showing a change in the team’s color.

ILLIT held a release commemorative fan event ‘Cute Graduation Party’ at Megabox COEX in Gangnam-gu, Seoul on the same day and shared their thoughts on the new album. The members said, “We didn’t just want to change the concept, we wanted to show a broader side of ourselves.”

The performance is also drawing attention. In the music video, ILLIT showed a different tone from before, with a focus on expressionless faces and restrained movements. Simple actions, such as covering their faces with their hands and then smiling, created mood changes and elicited reactions.

Global fans are responding with comments such as “The completeness of ‘NOT CUTE ANYMORE’,” “The composition that fits well with the winter season,” and “A style that is pleasant to listen to.”

The music chart performance is also becoming visible. The title track entered Melon’s ‘Hot 100’ at 8th place on the release day and ranked first on Japan’s AWA real-time rising chart. In addition, it ranked high on iTunes ‘Top Songs’ and YouTube trending music in over 10 countries and regions.