Rookie girl group ILLIT is capturing global attention with their newest release. The music video for their title track “Not Cute Anymore” has surpassed 10 million views in just two days, proving their fast-rising popularity and strong digital presence.
The group released their first single album “NOT CUTE ANYMORE” on November 24, unveiling the music video through the HYBE Labels YouTube channel. By the night of November 25, the track had climbed past the 10-million mark, solidifying ILLIT as one of the most exciting emerging acts of the year.
A Confident Transformation Into a New Identity
The song marks a shift in ILLIT’s artistic direction. “Not Cute Anymore” expresses a yearning to break out of the limiting “cute” box often assigned to young girl groups. Lyrically straightforward yet emotionally honest, the track showcases a more defined and confident identity.
The music video highlights this transformation with a striking mix of styles chic suits, edgy denim looks, playful pajama sets allowing each member to express her individuality. The visuals underscore the message: there is more to ILLIT than a single image. The track has also entered the YouTube Trending Music charts in 20 different countries, reflecting growing global momentum.
A Visual Story That Resonates
The music video itself captures a variety of moods, blending bold confidence with subtle charm. Each scene builds on the theme of self-definition, spotlighting members as they challenge assumptions and reveal new facets of their personalities. International media has taken note of ILLIT’s shift. Singaporean outlet Bandwagon praised the video and song for its “minimalist production, conversational vocals, and a hook that sticks instantly,” adding that the group’s attempt to step beyond the ‘cute’ stereotype makes the transformation “even more compelling.”
A Rising Group With Growing Global Reach
ILLIT is set to bring their new track to the stage. The group will appear on KBS2 Music Bank on November 28, where they will perform “Not Cute Anymore” for the first time on broadcast.