The group ILLIT raised global fans' heart rates by releasing additional content that offers a glimpse of the new release's concept.
ILLIT (YoonA, Minju, Moka, Wonhee, Iroha) posted the 'MAMIHLAPINATAPAI' (MAMIHLAPINATAPAI) mini 4th album's 'GRWM' version concept photos and film on the team's official SNS on the 7th.
This version connects to the mini 4th album track "GRWM (Get Ready With Me)." Structured to follow ILLIT as they prepare for the start of the day, it captures comfortable, natural moments that occur in personal spaces rather than flashy stages. Scenes of self-makeup or helping with styling while sharing tastes evoke empathy from the 1020 generation, who use all aspects of daily life as means of assertive self-expression.
The concept film captures ILLIT's excited and buoyant mood as they prepare to go out. They deliberate over fashion items until just before leaving, take selfies in bold poses, and enjoy every moment. The members' playful, bouncy energy is palpable.
ILLIT has received enthusiastic responses for every piece of content released ahead of the comeback. The "ILLIT sensibility" reflected in the beauty-trend–infused 'gua sha ceramic object' version merch pan, the 'PAW PAW' version concept photos featuring lookalike animals for each member, and other items has aimed squarely at the tastes of their generation.
Following 'GRWM,' ILLIT will unveil the 'FREE RIDER' version concept photos on the 14th. On the 21st, they will heighten comeback momentum with a mini 4th album highlight medley. Then on the 23rd–24th, a campaign film conveying the message and sound of the title track 'It's Me' and the 'IT'S ME' version concept photos will be released sequentially. After official teaser 1 and 2 for the title track music video on the 27th–28th, the long-awaited new release and the full music video will be unveiled at 6 p.m. on the 30th.
Meanwhile, ILLIT is riding global popularity with the third Japanese digital single 'Bubee,' released on the 6th. The song entered the top ranks of Oricon's "Daily Digital Single Ranking" on the day of release and reached No. 1 on AWA Music's real-time rising chart, establishing itself in the local music market. The 'Bubee' dance challenge, created by choreographer Makita Sako (田紗子), who choreographed popular idol groups, is also drawing attention on short-form platforms.
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