ILLIT Releases "NOT CUTE ANYMORE" Single — Group's Bold New Direction Breaks From Debut Image
K-pop girl group ILLIT dropped their first single album "NOT CUTE ANYMORE" on November 24, delivering a striking transformation from the bubbly concept that launched them to stardom earlier this year.
The five-member group-consisting of Yunah, Minju, Moka, Wonhee, and Iroha-traded their signature bright energy for something entirely different: reggae-influenced pop with subdued vocals and expressionless choreography.
From "Magnetic" to Mature
ILLIT burst onto the scene in March 2024 with "Magnetic," which became the first K-pop debut song to chart on the Billboard Hot 100. The track's infectious pluggnb sound and youthful concept earned them instant recognition, peaking at number 91 in the U.S. and reaching number 80 on the UK Official Singles Chart.
Now, just eight months later, they're asking fans to forget everything they thought they knew.
The new title track blends reggae rhythms with pop sensibilities, featuring production from Jasper Harris-the hitmaker behind tracks from Jack Harlow and Lil Nas X. Singer-songwriters Sasha Alex Sloan and Korean artist youra contributed to the writing, bringing an international flavor to the release.
What Changed?
The shift goes beyond just sound. Member Minju explained that the album title doesn't mean they're rejecting their past-it's about refusing to be limited by it. The group wants audiences to see they have range beyond one concept.
Performance-wise, the difference is dramatic. Gone are the bright smiles and energetic movements. Instead, fans will see cool attitudes and minimal expressions. The signature choreography moment features all five members tilting their heads sideways in unison, conveying confidence rather than cheerfulness.
Vocally, the members approached recording differently. Minju described loosening up and capturing authentic vocal tones rather than polished perfection. The calm, rhythmic nature of the track required delicate handling, with each member focusing on nuanced delivery.
Growing Creative Control
This release marks increased member involvement in the creative process. Wonhee handled chorus duties solo on the title track-her first time taking on that responsibility independently after contributing to choruses on previous releases.
The B-side "NOT ME," produced by American duo Pebbles & TamTam, features songwriting credits for Yunah, Minju, and Moka. The track incorporates various nicknames the members use for each other, adding personal touches that make the song feel more intimate.
Member Perspectives
When asked what reactions they hope to receive, the members offered revealing answers. Yunah compared the song to Pyongyang cold noodles-something that might seem bland initially but develops addictive depth over time.
Moka's response was blunt: she wants to hear people say they're "not cute." That simple statement captures the entire album's mission-proving ILLIT can't be defined by a single characteristic.
Minju kept her goal straightforward: achieving their first music show win, which would validate that audiences genuinely connect with their music rather than just their image.
A Breakthrough Year
The November comeback caps a remarkably productive 2025 for ILLIT. The group released two Korean albums, officially debuted in Japan with the single "Toki Yo Tomare" in September, and completed encore performances of their "2025 ILLIT GLITTER DAY" fan concert.
Their Japanese debut proved particularly successful, with tickets for all four concert dates selling out. The debut single reached number one on AWA Music's real-time rising chart and claimed the fifth spot on YouTube's worldwide music video trending list.
To promote the comeback, BELIFT LAB organized a "CUTE IS DEAD Zone" pop-up event from November 21-23 near HYBE headquarters in Yongsan, featuring photo opportunities and prize drawings. On release day, the group hosted a "Cuteness Graduation Party" for fans at Megabox COEX in Seoul.
Breaking the Mold
What makes ILLIT's transformation noteworthy isn't just the concept change-plenty of groups evolve their image. It's the speed and decisiveness of the shift. Most rookie groups spend years establishing themselves before attempting major reinventions.
ILLIT is betting that audiences will embrace their versatility rather than feeling confused by the departure from what worked before. Whether that gamble pays off will depend on how fans respond to this bold new direction.
The group formed through JTBC's 2023 survival show "R U Next?" and debuted under Belift Lab, a HYBE subsidiary. Their debut extended play "Super Real Me" sold over 380,000 copies in its first week, setting a record for the highest first-week sales of a debut album by a girl group.
With "NOT CUTE ANYMORE," ILLIT demonstrates they're ready to take creative risks-even if it means challenging the expectations that brought them initial success.