‘ILLIT Isn’t Just Cute Anymore’: The K-Pop Girl Group Goes Deep on Its New Single Album’s Concept

With the unexpected declaration “NOT CUTE ANYMORE!,” ILLIT returns sharper than ever with new single album by the same name that arrived Nov. 24. The five members — Wonhee, Minju, Iroha, Moka and Yunah — step out of every label and limitation, unveiling a fresh new sensibility that refuses to be defined.

Here, they talk to Billboard Korea in depth about their latest release, its concept and how they’re pushing themselves to grow.

YUNAH

ILLIT’s new single released on Nov. 24 features “NOT CUTE ANYMORE” as the title track. What did you think when you first heard the concept of saying, ‘I’m not cute anymore’?

First of all, I remember feeling really excited. And somehow, that bold statement — “I’m not cute anymore” — actually sounded even cuter to me. [Laughs] It made me wonder how people would take it, and that curiosity made me want to start promotions even sooner.

The title track was created by a global team, including Jasper Harris — who produced the Billboard Hot 100 No.1 hit “First Class” — and Korean singer-songwriter YURA. What was your first impression of the song?

It had a dreamy vibe we’d never tried for a title track before, so I remember being quite surprised when I first heard it. Then the subtle sound in the back — almost like birds chirping — really stuck with me. With such incredible creators involved, I naturally grew even more attached to the song.

What was it like recording the track?

I’m used to singing songs like “Toki Yo Tomare” that require a clear, strong vocal delivery. But this time, I had to sing in a slick, almost sneaky “stray cat” tone. At first, it felt so unfamiliar that I wondered, “Is this even me singing?” It took a long time to find the tone I wanted, so I recorded it several times. But when I heard the final version, I realized, “Oh, my voice works well in this vibe too,” which felt like a fun discovery.

Fans(GLIITT) are excited for the performance as well.

Up until now, our choreographies relied a lot on rhythmic, beat-driven movements, but this title track doesn’t have many rhythm elements to extend into the choreography. The dance is very still … almost eerie. And instead of expressing strong emotions, I had to maintain a completely blank expression — which was surprisingly difficult to get just right. But as everyone grew more comfortable with the choreography, our instructor told us, “You all really understand this song now,” which made me really proud.

You, Minju and Moka received lyric credits for the B-side “NOT ME.” You also created the iconic “doom-chit nyaong” line in “Do the Dance,” too.

“NOT ME” is about how people may see you a certain way, but that one word doesn’t define you. The different nicknames we call each other ended up becoming real lyrics.

Which line from the song is your favorite?

“Limited-edition soybean noodles(Kongguksu), nuttier than matcha.” It’s about not getting swept up in food trends or whatever’s popular, but focusing on what we like. A lot of people assume ILLIT would prefer matcha over kongguksu— maybe because kongguksu feels less “cute”? But actually, whenever the members get together, kongguksu comes up way more than matcha!

Is there a side of you that people still don’t know well?

I love Korean food (laughs)! I adore cheonggukjang and pork soup too. I literally ate them recently.

You and Minju — both born in 2004 — often sing together even outside ILLIT activities. Why do you think that is?

My singing style is clean and basic, while Minju’s tone and technique are more trendy and technical. We’re total opposites, which is probably why we create such great synergy when we sing together. And we both just genuinely love K-pop.

Was there a moment that felt like a “failure” back then, but now you think it was a necessary part of your growth?

I immediately think of “Toki-Yo-Tomare” and “Almond Chocolate.” Japanese songs usually sit in a higher register, and while I’ve always been confident in my power, I never considered myself especially strong with high notes. So early in the recordings, I cried a lot, doubting myself. But the producer and A&R team kept telling me, “We gave you this part because only you can do it.” With that kind of trust, how could I give up? I kept practicing and pushing through — and eventually nailed it. Now I can see how important that process was for me.

Do you often cry because you want to do well?

Only when it comes to music, I’m like that. But I’ve found it’s better to just let it out — get frustrated, cry if I need to. Maybe crying helps me perform better. [Laughs] After releasing all those negative emotions, I’m able to quickly reset and think, “OK, let’s try again.”

Maybe that’s why your live vocals at the 2025 ILLIT GLITTER DAY fan concert were so impressive.

We did eight shows including encores, and with every performance, I could feel my live skills improving. I made a lot of mistakes during practice, but funnily enough, not even once during the actual concerts. I gained a new kind of confidence on stage — realizing that as long as I don’t get scared, I can do it.

At the end of the year, ILLIT will be performing at Japan’s biggest music show, NHK Kōhaku Uta Gassen(Red and White Battle), for the second year in a row. How are you preparing for the stage?

Kōhaku Uta Gassen is watched by practically all of Japan, so just being invited is such a huge honor. It’s a very long broadcast, so even if people aren’t watching the screen closely — maybe just have the TV on in the background — I hope they’ll keep their ears open and listen to ILLIT’s music. We’ll work hard and perform with the mindset of introducing ILLIT to even more people. That intention is the same as last year and this year.

MINJU

ILLIT has shown the “magical girl” concept before. What’s Minju’s signature spell for this new “NOT CUTE ANYMORE” era?

I’d say it’s my cool, chic side — the one I barely ever get to show in ILLIT. [Laughs] This comeback flips the script a bit. We’re not just cute anymore, and I’m excited for people to see that contrast.

What was your first reaction to hearing the track “NOT CUTE ANYMORE”?

Honestly, I was shocked — in the best way. It felt new for us, something ILLIT hadn’t really touched before. I immediately got curious about what the choreography would look like.

And did the choreo live up to the anticipation?

It went beyond what I imagined. Once the choreography came in, the album’s message became so clear. The routine calls for this chic, almost expressionless vibe — very different from a typical K-pop performance. That contrast felt strangely addictive.

You’ve said the version of you in this comeback is actually closer to the “Real Minju.“

Totally true! Especially back when I was a trainee. When we were preparing “Magnetic,” smiling and winking felt so awkward. But over time, I grew into ILLIT’s cute concept. Funny enough, when we started training this album’s choreography, I’d catch myself smiling during the chic parts.

Is there another side of you people might not know yet?

GLLIT probably knows already, but I’m a big “hip” girl. I live in black outfits. [Laughs] And I’m obsessed with zombie and horror films. If I’m at the theater, I’m definitely picking one of those two genres.

Your track “jellyous” from the 3rd mini-album bomb also dropped as a collaboration with Sophie Powers. Is there another vocalist you’d love to work with someday?

Kvsh. I always imagine what our voices would sound like together. I listen to all his tracks — the atmosphere, the unique vibe he creates … I really respect it. I’d love to meet him someday.

In a past interview you said, “I wasn’t born with any special talent, so I practice more.” But debuting and meeting fans seems to have changed how you see yourself.

Definitely. Whenever fans tell me exactly what they liked about my singing or dancing, it boosts my confidence. And when someone says, “You made my day better,” it hits me deeply. Knowing I can be that kind of energy for someone — that’s what keeps me going.

What first pushed you toward becoming a K-pop idol?

Watching so many K-pop artists — including 2NE1 and BLACKPINK — on stage. They looked so happy performing. That dream stayed with me, and after dance academy, trainee life and finally debuting with ILLIT, it became real. Even now, it feels surreal that I can inspire someone else the way those artists inspired me.

2025 is wrapping up soon. Anything you want to accomplish before the year ends?

I want to finish this single’s promotions strong and show a more mature ILLIT on the year-end stages. And most of all, I want more moments with GLLIT — more performances, more memories.

Lastly, what would you say to people meeting this new side of ILLIT for the first time?

ILLIT isn’t just cute anymore. So don’t be too shocked — or scared. [Laughs] Just stick with us.

MOKA

When you first heard the concept of your new single — boldly declaring “NOT CUTE ANYMORE” — what was your reaction?

People often describe us as “cute,” but honestly, I don’t think that’s all we are. In that sense, this concept fits ILLIT really well. We even wove bits of our real personalities and experiences into the lyrics. For example, there’s a line that goes, “When I get super stressed, should I watch a horror movie?” And yes — we actually love horror movies! [Laughs]

Among ILLIT’s members, you’re especially known for changing your vibe depending on the concept. Which styling has been your favorite so far?

Definitely the biker-inspired look from our concept photos this time. Everything felt fresh — the neon green outfit, the goggle-like glasses — they all had such a cool vibe. I even tried blonde hair for the first time, and experiencing bleached hair was a lot more fun than I expected!

You seem to really enjoy trying new things. A lot of people are actually scared of change.

I think being in ILLIT made me more fearless. All the members have their own colors, yet everyone is open to new challenges. That’s why we can keep growing. It’s one of the best things about ILLIT.

You spent a long stretch in Japan this summer, including the act’s first solo fan concert, 2025 ILLIT GLITTER DAY. As someone who, along with Iroha, is Japanese-born, did you feel any extra responsibility during your Japan promotions?

At first, yes. Especially for the fan concert, I felt like I should take the lead with the talking and hosting. But the members worked so hard studying Japanese that the pressure disappeared quickly, and we just enjoyed it. Funny enough, I think I was actually more nervous when we went on Japanese variety shows! [Laughs]

Your official Japanese debut track “Toki Yo Tomare” released on Sept. 1, received so much love. Like the title says, has there been a moment lately when you wished time would stop?

Definitely our fan concerts. Being able to hold solo shows in both Korea and Japan for the first time made me incredibly happy. During the encore performance in Seoul, I remember thinking, “I wish time would just stop here.”

Your Japanese debut single includes four tracks. Was there any song that felt especially different when performed in Japanese compared to Korean?

Yes! It was so fun noticing how expressions change between the two languages. I especially remember the Japanese lyrics for our previous EP title “Do the Dance.” They’re so cute — like “ねえなんでトントントン(Ne-E Nande TonTonTon)” or “デートも勢い(DeToMo IKiOi).” They stick with you!

In the new concept photos, your “Special Talent” was hilariously labeled as “Pretending to understand Korean.” But talking to you now, you seem to understand everything perfectly!

I don’t do it on purpose! When I was a trainee, my Korean was pretty weak, and I couldn’t ask about every single word I didn’t know — so I often had to pretend I understood and move on. I guess it became a bit of a habit. Sometimes the members even ask, “Wait, did you actually understand that?”

ILLIT’s music continues to receive a lot of love — your debut single “Magnetic” even entered the Hot 100. Have you ever heard an ILLIT song unexpectedly out in public?

I have! Recently my mom came to visit Korea, and we heard our song playing on the street. It felt surreal. And one time, Iroha and I went out to eat chicken, and people there must have recognized us. When “Magnetic” started playing, I thought, “Oh, that’s our song!” But then “Tick-Tack” came on … and then the next song was ours too! We still finished our meal happily and left. [Laughs]

What are you most excited about for this comeback?

We tried something new this time, and that alone makes the promotions exciting. The choreography is pretty unique, but we had so much fun with it. I’m curious to see how fans react.

You debuted in March 2024 — and it’s been almost one year and eight months of constant growth. After all those challenges and experiments, what do you want to push even further?

I want to keep surprising people with new ideas — just constantly taking on challenges in every part of what we do. That’s how I want to grow.

WONHEE

At your fan concert 2025 ILLIT GLITTER DAY, you performed Yerin Baek’s “Square” as your solo stage. What made you choose that song?

I loved “Square” from the very first time I heard it. While preparing for the fan concert, I started listening to it again and thought, Maybe I should give it a try. In ILLIT songs, I usually take on falsettos or high notes, but Yerin Baek’s vocal color is completely different — so I had to practice a lot.

And how did it feel once you took that leap?

It made me want to become an even better singer. I found myself hoping I’d get another chance to take on a full song like that again.

Your new single is also another big challenge for ILLIT, right?

Totally. Both “NOT CUTE ANYMORE” and “NOT ME” were new territory for us. We’ve released mini-albums before, but a single felt different — there was a certain excitement to it. Vocally, the members play with this subtle, almost nonchalant expressiveness. If you listen for those details, the songs get even more fun.

“NOT ME” sends the message that no one gets to define who you are. So — how does Wonhee define Wonhee?

Honestly … just a very “normal person.” A typical student my age. I love hanging out with friends, sometimes I’m outgoing, sometimes I’m shy — just very ordinary.

Then who would you say is the least ordinary member in ILLIT?

They all have their quirks, but if I had to choose — Ririka. She’s only a year younger than me, but she is, hands down, the cutest person I’ve ever met in my age group. Her aegyo is just part of her daily life. It’s fascinating every time I see her. Like, How can someone be this cute?

From your last mini album bomb, to your Japanese debut and now this single, you’ve tried so many things since debut. Is there anything you want to push yourself more on?

This isn’t exactly stage-related, but … I really love when fans tell me, “Wonhee, you’re so fun.” I want to be an idol who genuinely entertains fans. I actually want to play with them — like, literally. Imagine doing Freeze Tag or Duck-Duck-Goose in a gym or schoolyard! Even dodgeball with 100 people sounds fun, doesn’t it?

We’ll need to rent a giant yard for that! What do you do when you’re not on the schedule?

Most of my time is spent on schedules or training, but during breaks, I meet my family or longtime friends. Just talking with them or simply being together is healing. Those moments feel really warm and precious.

Do you always wear glasses during your off-time? Your eyesight is pretty bad, right?

Yes, I have strong astigmatism. Without lenses or glasses, everything looks blurry and smudged. It drives me crazy if I can’t see clearly, so I always wear one or the other.

People often say ILLIT reminds them of “magical girls,” probably because your performances feel dreamy and empowering. What compliment makes you happiest?

I love when people say, “You’re captivating.” I’m not sure if others feel this often, but I sometimes get that exact feeling when watching other artists’ performances. Hearing that from someone else — it’s the best compliment.

What’s the best part of being in ILLIT?

We honestly feel like classmates. And because our personalities and colors are so different, we naturally learn so much from each other. Especially me — I had the shortest trainee period among the members, so I’ve learned a ton from them.

2025 is coming to a close. What was the most memorable moment for you this year as part of ILLIT?

Definitely the 2025 ILLIT GLITTER DAY concert. It felt like all my efforts were finally being rewarded. Even though we’ve debuted, the actual number of days we get to meet fans in person is smaller than people might think. Feeling that difference — between simply knowing fans are precious and actually seeing them right in front of me — was unforgettable. I can still visualize all those light sticks in the audience. It truly felt like receiving a gift. A moment that made me think, I’m glad I chose this path. I remember every one of those faces.

IROHA

Your recent commercial cover of “Bloomin!” — originally released by Tommy February6 in 2002 — made quite a splash. How was that experience for you?

Becoming a model for MAQuillAGE was such an honor. It still doesn’t feel real that I got to record a song I’ve known since I was little and that it ended up being used in an actual commercial. My parents loved it, too. Their friends are exactly the generation that grew up with that song!

I listened to a lot of Tommy February6 and her band The Brilliant Green when I was a teen — but for you it’s practically your parents’ era! You’re the youngest in ILLIT, born in 2008. Wasn’t it tough shooting a commercial alone?

It definitely wasn’t easy. I missed the members. On the day of my shoot, Minju unnie was performing the opening stage for League of Legends Champions Korea, so I kept checking to see if her stage had gone up yet. Seeing her working hard on her own made me think, “I should focus and do my best too.”

What was your first impression of your new single’s title track, “NOT CUTE ANYMORE”?

When I first heard it, it sounded so cute that my immediate thought was, “How do I perform this in a way that isn’t cute?” [Laughs] After learning the choreography and getting a feel for the track, I found my own way into the performance. I’ve always wanted to try different concepts, and with this album, it really feels like ILLIT’s direction has widened.

You first came to Korea at age 11 to chase your dream. Making your official debut in Japan and holding your own show this September must have been emotional.

I loved that I got to see my parents often while we were in Japan. And for the debut showcase, I invited my school friends for the very first time. I hadn’t seen them in so long, and it really hit me — “Wow, my activities in Japan are officially beginning.” I almost cried, but more than anything, I just felt excited and amazed. It all felt a bit like a dream.

At the 2025 ILLIT GLITTER DAY ENCORE concert in Korea, you performed JENNIE’s “Mantra.” What made you choose that song?

I was excited but also nervous about having a solo stage. Filling such a big stage alone is intimidating! I’ve always loved “Mantra,” and I wanted to show a mood and performance style different from what I usually show as a member of ILLIT.

It’s only been one year and eight months since debut. Through everything you’ve tried so far, what have you learned — or what do you want to push further?

Numbers and records are visible, but they don’t always feel real, you know? I’m happiest when we’re preparing big year-end stages. Our performance director and all the dancers put so much work into a single stage. The whole process, and finishing the stage — those are the moments I feel the most satisfied. I’m really grateful that more people are starting to think of me when they hear “ILLIT’s main dancer.” And year-end stages aren’t just about me — other members get to shine through dance breaks too, which makes me proud.

That’s such a mature way of thinking, caring about the members’ spotlight. Then what’s one charm of Iroha you wish more people noticed?

Definitely my dancing. I want to try more hip-hop styles or even boy-group choreography. I haven’t had a full chance to dive into it yet, but I’m practicing little by little and taking lessons whenever I can. I just really want to dance more.

You’ve been dancing since you were so young. Do you ever feel overwhelmed knowing that things like dance or vocals never really have an “end point”?

Because there’s no such thing as “perfect,” it actually motivates me to work harder. And the more praise I receive, the more I want to improve. It makes me think, “I want to try this too,” or “I want to become good at that.”

People often see you as the girl who dances well, or the cute one. But how do you see yourself?

Wow … This is the hardest one. I don’t know if I can describe myself in just one word.

Then let’s try this: Do you ever spend time alone in the practice room?

Not a lot, but when I do, I really focus. Sometimes I start by just resting quietly with music on, but when it’s time to work, I go 100% into it. I also have to take care of my condition for the next day.

You have music show promotions coming up again. How do you feel about it? The pre-dawn pre-recordings and all the different environments can be exhausting.

There are tough parts, but fun parts, too. When I debuted, I was shocked we had so many rehearsals and had to start so early in the morning. Now I actually find it rewarding. It’s the moment I most think, “This is what being a K-pop idol is.” [Laughs]

So back to the earlier question: What kind of person do you think Iroha is?

Hmm … I think I’m someone who gets scared easily. It might sound negative, but even when I’m scared, I still try. So in the end, it’s a positive thing. I’m someone who keeps going even when I’m afraid!

Absolutely. Just coming to Korea alone to chase your dream already makes you someone incredibly brave.

This story was originally published in Billboard Korea.