ILLIT (Yunah, Minju, Moka, Wonhee, Iroha) is making waves as their latest music video surpasses 10 million views.
According to HYBE Music sub-label BELIST LAB on November 26, ILLIT’s first single title track, “NOT CUTE ANYMORE”, exceeded 10 million views on YouTube at approximately 11:11 PM the previous day.
The “NOT CUTE ANYMORE” music video highlights ILLIT’s distinct personalities, earning love from fans worldwide. In the video, members showcase diverse sides of themselves beyond just cuteness, wearing chic suits, trendy jeans, and quirky pajamas. Playful direction—such as dancing with a blank expression and being “attacked” by cute creatures falling off the stage—adds extra entertainment value.
The song intuitively expresses the group’s desire not to be seen as merely cute. It has received positive responses, ranking on YouTube trending music charts in 20 countries/regions, including South Korea (#4), Australia (#2), the UK (#13), and the U.S. (#20). On the day of release, it debuted at #8 on Melon’s “Hot 100” and reached #1 on Japan’s AWA real-time rising chart.
International music media have also taken notice. BandWagon commented, “With minimal production, conversationally flowing vocals, and an ear-catching chorus, ‘NOT CUTE ANYMORE’ shows that ILLIT is stepping forward with confidence. While they break away from the ‘cute’ image, they occasionally reveal a touch of charm, which only makes the transformation more appealing.”
ILLIT is set to perform “NOT CUTE ANYMORE” live for the first time on KBS 2TV’s 'Music Bank' on November 28. Having gained popularity through word-of-mouth with each music show stage, fans are eagerly anticipating their upcoming activities.
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