The group ILLIT (ILLIT) graduated from being cute, then put cuteness back on and boldly shouted, "Your favorite is me!" This activity, which will be the pinnacle of "ILLIT core," ILLIT aims to become an icon beyond being a trend.
ILLIT (Yuna, Minju, Moka, Wonhee, Iroha) will return on the 30th with the fourth mini album 'MAMIHLAPINATAPAI' (MAMIHLAPINATAPAI). Having built a distinctive realm called 'ILLIT core' by showing a sharp rise since debut, they aim to establish themselves as an icon beyond resonating with the 10–20 generation through this comeback.
They made a dazzling entrance by piquing public curiosity with their debut song 'Magnetic,' and went on to imprint their unique color by consecutively hitting with songs like 'Cherish (My Love)' and 'Do the Dance (Borrowed Cat)'. In particular, last year's released third mini album 'bomb' set a record by entering the U.S. Billboard main albums chart 'Billboard 200' three consecutive times, and the title track of their first single 'NOT CUTE ANYMORE' reached No. 7 on Billboard's 'Bubbling Under Hot 100.' In Japan, their first original song 'Almond Chocolate' swept local charts and won the Excellence Work Award at the 67th Japan Record Awards, confirming solid popularity in the mainstream pop market.
Having confirmed that the 'ILLIT core' works in the global market, ILLIT intends to strengthen that core further. The fourth mini album 'MAMIHLAPINATAPAI,' to be released on the 30th, is a word from the South American Yaghan language meaning the moment of a staring contest when both want each other but neither makes the first move. Various emotions that arise as a relationship with the other person deepens are reflected throughout the tracks. It includes five songs in total, from the title track 'It's Me,' which encapsulates ILLIT's bold energy, to 'GRWM (Get Ready With Me),' 'paw, paw!,' 'Mamihlapinatapai,' and 'Love, older you.'
As news of ILLIT's comeback was reported, fans' attention turned to the album configuration. Previously, ILLIT released creative items tied to albums that captured both fandom and the public that values individuality, such as in-ear earphones ('bomb') and the domestic steady-seller character Little Mimi keychain doll ('NOT CUTE ANYMORE'), and this time they reinvented the beauty industry's hot item, the massage tool 'gua sha,' as a must-have item by infusing it with the team's quirky and lovable sensibility.
Unusual promotions also raise anticipation for the comeback. In the 'PAW PAW' version concept photos released on the 2nd, the members conveyed the charm of 'ILLIT made cute again' by interacting with animals resembling each of them (Afghan hound, duck, cat, guinea pig, lizard), and having received praise as '감다살,' ILLIT will meet fans on May 5, Children's Day, by holding the 'ILLIT Seoul Children's Grand Park Festival' at Seoul Children's Grand Park. The 'ILLIT Seoul Children's Grand Park Festival' will be themed mainly around the new title track 'It's Me' and will feature various experience booths that families and groups of friends can enjoy together.
ILLIT is evolving into an artist that well represents what their generation wears, uses and thinks. With an even stronger 'ILLIT core' aimed squarely at the global pop market, the fourth mini album 'MAMIHLAPINATAPAI,' which will be the decisive turning point for their settlement as a mainstream icon, will be released on the 30th.
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