The music video for ILLIT’s latest single has become a viral sensation, surpassing 10 million views and garnering critical acclaim from music enthusiasts.
HYBE’s subsidiary label Belift Lab reported on Wednesday that the music video for ILLIT’s debut single “NOT CUTE ANYMORE” hit the 10 million view milestone on YouTube at approximately 11:11 p.m. (KST) the previous evening. ILLIT consists of members Yunah, Minju, Moka, Wonhee, and Iroha.
The “NOT CUTE ANYMORE” video has captivated global audiences by showcasing ILLIT’s distinctive personalities. Each member brings their unique flair to the screen, donning an array of looks from sleek suits to trendy denim and quirky pajamas, symbolizing the multifaceted nature of their true selves beyond their cute facade. The video’s clever direction adds an extra layer of entertainment, featuring scenes where the group dances stoically before being ambushed by adorable creatures, resulting in comical stage tumbles.
“NOT CUTE ANYMORE” resonates with those who aspire to be seen as more than just cute. The track has made waves internationally, climbing YouTube’s trending music charts in 20 countries and regions. Notable rankings include 4th in South Korea, 2nd in Australia, 13th in the UK, and 20th in the US. The single’s success extends beyond YouTube, debuting at No. 8 on Melon’s Hot 100 chart in Korea and topping Japan’s AWA real-time rising chart upon release.
The group has also caught the attention of international music critics. BandWagon praised the track, stating that with its stripped-back production, conversational vocal delivery, and infectious chorus, “NOT CUTE ANYMORE” demonstrates ILLIT’s growing confidence. Their attempt to break free from the cute stereotype while occasionally embracing it creates an intriguing dynamic that enhances their appeal.
Fans can catch ILLIT’s first live performance of “NOT CUTE ANYMORE” on KBS2’s Music Bank on Friday.
