The group ILLIT targets global fans' tastes with a mysterious "magical girl" sensibility.
ILLIT (Yun-a, Min-ju, Moka, Won-hee, Iroha) released the music video for their second Japanese digital single "Sunday Morning" at 12 a.m. on the 13th via the HYBE Labels YouTube channel.
The music video portrayed ILLIT's story inside a magical restaurant that opens only on Sundays. The members, having completed every preparation to welcome special guests, wore faces full of excitement. Then, when a guest ate the magical food made by ILLIT, fantastic moments unfolded. Scenes in which suddenly appearing characters danced together with ILLIT provide delight to viewers.
Some of the released performances also drew attention. ILLIT exuded fresh charm through witty moves like gripping microphones and singing passionately, and choreography that cutely pokes the cheek.
"Sunday Morning" is a J-pop rock-style song depicting the great power of love that no one can stop. It captures the sparkling feeling and bittersweet longing of a Sunday morning when you want to go meet the person you like right away. ILLIT's brisk vocals, paired with a bright and lively melody, grab the listener's ear.
The song was used as the opening theme for the Japanese TV anime "Princess: It's time for 'torture'" season 2, which aired for the first time the day before (the 12th), and is receiving support from local audiences in their teens and 20s. Mega Shinnosuke, a singer born in 2000 who sang the song that became a TikTok syndrome, "Ai to U (Love and You)," participated in the song production, maximizing ILLIT's trendy color and raising expectations for short-form impact.
The popularity of ILLIT's title track from single album 1, "NOT CUTE ANYMORE," released last November, continues to spread. The song was listed for six consecutive weeks on Spotify's "Weekly Top Songs Global" ranking of the most streamed songs worldwide (charting period Jan. 2–Jan. 8). It also reached No. 10 on the U.S. Billboard "Bubbling Under Hot 100" (Jan. 10 chart), bringing entry into the main song chart, the "Hot 100," within sight. Riding this popularity, ILLIT reappeared on domestic music shows, and the song climbed as high as No. 14 on Melon's "Top 100" (Jan. 11), showing a steep upward trend.
[Photo] Provided by Belift Lab Inc.
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