ILLIT is targeting the tastes of the 10s and 20s generation with an unusual album that incorporates beauty trends.
On the 1st, HYBE music group label Belift Lab Inc. said ILLIT (Yoonah, Minju, Moka, Wonhee, Iroha) will present a gua sha ceramic objet version merch album for their mini 4th album 'MAMIHLAPINATAPAI' (MAMIHLAPINATAPAI).
This merch album includes a gua sha–inspired design objet, as well as a pouch, mini CD, lyrics, photo cards and more. Gua sha is considered one of the hottest items in the beauty industry as a massage tool. ILLIT did not simply follow the gua sha's functional shape but infused it with the team's signature kitschy and lovable sensibility.
The objet design was planned to connect with the new release concept. Belift Lab Inc. said Belift Lab Inc. conceived an objet that could more directly convey the message of the track 'GRWM (Get Ready With Me)' about the 'moment of getting ready,' and the gua sha shape, which evokes a self-care routine, fit that best. They added a dog silhouette design to capture the atmosphere of another track themed on pets, 'paw, paw!,' the company said.
When the album pack-shot images were released with the start of preorders on the 31st of last month, global fans responded enthusiastically. They praised, "The design drew my eye because it's cute, and it's even practical," "ILLIT's albums are always fresh," and "The 'gamsal' (the point that makes the feeling come alive) is always surprising."
Following music and fashion, the album reflecting the interests of the 10s and 20s generation in beauty is fitting for trend icon ILLIT. Previously, they released original items as albums — in-ear earphones ('bomb'), the domestic steady-seller character 'Little Mimi' keyring chain doll ('NOT CUTE ANYMORE') — capturing not only fandom but also the broader public's emphasis on individuality. Those albums spread by word of mouth and sold out early, prompting additional production and proving their exceptional popularity.
Meanwhile, ILLIT's mini 4th album 'MAMIHLAPINATAPAI' will be released on the 30th. The album title 'MAMIHLAPINATAPAI' is from the language of the South American Yaghan people and refers to the moment of a tacit contest in which both want the same thing but neither makes the first move. This album tells ILLIT's story of focusing on the 'self' amid the various emotions that arise as a relationship deepens and of enjoying even complicated feelings.
[Photo] Belift Lab Inc. (HYBE)
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