ILLIT return with a bold new image unlike anything fans have seen from them before. No longer defined by cuteness alone, the group marks an exciting turning point with their first Single Album Not Cute Anymore, signaling the beginning of a striking transformation.
The lead single Not Cute Anymore is a reggae-infused pop song that candidly conveys the desire to be seen as more than just “cute.” The lyrics—woven in part with the members’ own tastes and personalities—offer a glimpse into the many sides of their true selves. Minimalist production paired with ILLIT’s pure, conversational vocal tones makes the track instantly captivating—especially the repeated chorus line, “I’m not cute anymore,” which lingers long after the song ends.
The track is produced by Jasper Harris, known for chart-topping hits including Jack Harlow’s Billboard Hot 100 No. 1 single “First Class” and his contributions to the Grammy-nominated Montero by Lil Nas X. Singer-songwriters Sasha Alex Sloan and Youra also participated in composing and writing, further expanding the album’s musical depth.
For their B-side track Not Me, American producer duo Pebbles&TamTam—recognized for the viral hit “PINK LIKE SUKI”—bring their signature playful energy to create a spirited pop track. ILLIT members YUNAH, MINJU, and MOKA contributed to the lyrics, adding a personal touch to the writing of the track.
The accompanying music video captures ILLIT as they declare a dramatic “breakup” with cuteness itself. Mixing reality with whimsical fantasy, the video keeps viewers fully engaged as the members stand before a pink tombstone marked “Cute is dead,” determined to move on—only to end up hilariously battling unexpectedly adorable creatures. From stone-faced dancing that ends with a fall off the stage to a chaotic sports-car chase that concludes with their arrest, the video is filled with witty, entertaining scenes.
ILLIT’s limitless charms shine through in their diverse styling. Seamlessly shifting between kitschy, chic, and cool concepts, the members reveal a version of ILLIT that resists a single definition. Ironically, despite their vow to reject cuteness, it still slips out naturally in everything they do—adding a delightful twist to the narrative.
The glimpses of choreography in the music video heighten anticipation for their upcoming performances. Their controlled movements and expressionless synchronicity atop a disco ball exude refined confidence, while the addictive head-bobbing sequence and the members’ expressions changing every beat in sync with their hand gestures deliver standout “killing moments” that showcase the group’s growing expressive range and artistry.
With their signature charm reimagined and their confidence on full display, ILLIT are ready to step into a new era—one that is more than just cute.
Photo Courtesy of BELIFT LAB
