
“ILLIT Isn’t Just Cute Anymore”: The K‑Pop Group Unveils a Darker, More Complex Era with Their New Single Album
“Don’t be too shocked — or scared. Just stick with us,” Minju tells Billboard Korea as ILLIT introduces a bolder creative direction on the single album released Nov. 24.
With the punchy declaration “NOT CUTE ANYMORE,” ILLIT returned on Nov. 24 with a single album that repositions the five-member group — Wonhee, Minju, Iroha, Moka and Yunah — away from their earlier, sweeter image. The new material explores sharper textures, restrained emotion and an aesthetic that resists tidy labels. The members sat down with Billboard Korea to explain the concept, the recording process and how they’ve pushed themselves creatively.
YUNAH

How did you react to the idea of declaring “I’m not cute anymore”?
I was excited — and oddly charmed by the audacity of it. The phrase felt provocatively playful, which made me curious how audiences would respond; that anticipation made me eager to begin promotions sooner.
You recorded the title track with a global team including Jasper Harris and YURA. What stood out to you?
The track has a dreamy quality we hadn’t explored for a lead single before. There’s a delicate, almost bird‑like texture in the background that stayed with me. Knowing such talented creators were involved only deepened my connection to the song.
What was the recording process like?
I had to adopt a sly, whispery tone — something like a “stray‑cat” voice — which was unfamiliar at first. I recorded multiple takes to find the right color, and when I heard the final mix, I was surprised and pleased that the sound suited me.
How does the choreography reflect the song?
Unlike our past routines, this one is intentionally still and eerie. Expressive restraint was key: we were asked to hold neutral faces, which was harder than it sounds. As we internalized the movement, our instructor told us we finally “understood” the piece — that was very rewarding.
You share writing credits on the B‑side “NOT ME.” What is that track about?
“NOT ME” pushes back against labels — it’s about refusing to be defined by a single word. Many of our inside nicknames and private jokes even made their way into the lyrics, which made it feel personal.
Do you have a favorite lyric?
I love the line about “limited‑edition soybean noodles, nuttier than matcha.” It’s a small way of saying we follow what we like, not what’s trendy — and yes, kongguksu sometimes beats matcha in our group chats.
Is there a side of you fans don’t often see?
I’m a huge fan of Korean food — cheonggukjang and pork soup are comfort staples for me. Also, I grew a lot from earlier high‑register Japanese tracks like “Toki Yo Tomare”; I cried during recording many times but pushed through and learned a lot from the process.
Any words on your live performances this year?
The 2025 ILLIT GLITTER DAY shows felt like steady growth; with every performance I gained confidence. And being invited back to Japan’s NHK Kōhaku Uta Gassen for a second consecutive year is a huge honor — we want to introduce our evolving sound to even more listeners.
MINJU

What does Minju bring to this “NOT CUTE ANYMORE” era?
My “spell” this time is a cooler, more refined presence — the part of me that rarely came through in earlier promotions. This comeback lets that side breathe.
How did you feel when you first heard the title track?
I was pleasantly shocked. The sound was new territory for us, and I immediately wondered what the choreography would demand.
Did the dance match your expectations?
It exceeded them. The routine’s chic, almost blank expression challenges our usual performance instincts, and that tension is compelling.
Is this version of you closer to who you are offstage?
Yes — especially from my trainee days, the chic parts feel more genuine. Oddly, during rehearsals I’d catch myself smiling in places where I was supposed to be expressionless, but that contrast deepened the performance.
Any surprising personal details?
I live mostly in black and I’m obsessed with horror and zombie films. Musically, I loved collaborating on “jellyous,” and I’d love to work with producers like Kvsh in the future.
What motivates you as the year ends?
I want to finish promotions strong and show a more mature ILLIT on year‑end stages. Above all, I want more moments with GLLIT — more performances and memories together.
Any message for listeners encountering this new side of ILLIT?
ILLIT isn’t just cute anymore. Don’t be too shocked — or scared. Just stick with us.
MOKA

How did the “NOT CUTE ANYMORE” concept land with you?
People often box us as “cute,” but that’s not the whole story. This concept felt truthful to us because it brings out textures of our personalities that weren’t front and center before — even little lines about horror movies made it into the lyrics because we actually love them.
Which styling from this era did you enjoy most?
The biker look in the concept photos — neon green, goggle‑style glasses — was so fun. I even tried bleaching my hair for the first time and loved the change.
Did your time in Japan this year feel different, since you’re Japanese‑born?
Initially I felt a responsibility, especially during our fan concert, but the members studied Japanese so hard that it quickly became a shared effort and we just enjoyed the shows. Our Japanese debut single “Toki Yo Tomare” (released Sept. 1) was deeply meaningful, and performing in both Korea and Japan has been incredible.
How has public recognition changed for you?
Hearing our songs in public — like when my mom and I heard our track playing on the street — still feels surreal. It’s the small, unexpected moments that make everything feel real.
What do you want to keep exploring?
I want to keep surprising people: new ideas, new challenges, and fresh approaches to everything we do.
WONHEE

You performed Yerin Baek’s “Square” at GLITTER DAY. Why that song?
I was drawn to it from the start. Preparing a full solo like that challenged my vocal color in new ways and made me want to push my craft further.
How does this single differ from past releases?
Both “NOT CUTE ANYMORE” and “NOT ME” explore subtle, understated vocal expressions that we haven’t used as prominently before. That restraint opens up new listening rewards.
How would you describe yourself?
Honestly, I see myself as pretty ordinary — a regular student who enjoys hanging out with friends. But I love entertaining fans and creating playful moments with them; that’s something I want to keep doing.
Who’s the most unexpected member?
I’d pick Ririka — she’s unbelievably cute and has natural aegyo that amazes me daily.
What made 2025 special for you?
The 2025 ILLIT GLITTER DAY concerts were unforgettable. Seeing so many fans in one place felt like a gift and reminded me why I chose this path.
IROHA

You recorded a commercial cover of “Bloomin!” and starred in a campaign. How was that experience?
It was surreal and humbling. Recording a song I grew up with and seeing it used in a commercial felt special — my family was thrilled, and inviting school friends to the showcase made it feel even more real.
How did you approach performing “NOT CUTE ANYMORE”?
At first I wondered how to perform a song that sounds cute without looking cute. After rehearsing the choreography and finding my own interpretation, it felt like a broadening of ILLIT’s identity.
What motivates you as your skills evolve?
Dance and vocals have no final destination, and that’s part of the excitement. I love improving little by little, especially exploring hip‑hop or boy‑group styles I haven’t had a chance to fully tackle yet.
Any closing thoughts?
Preparing year‑end stages and seeing everyone shine is deeply satisfying. I’m grateful to be growing alongside the members and to have more opportunities to show what I can do.


