K-pop group ILLIT has reached a notable milestone with its latest single, as the music video for “NOT CUTE ANYMORE” has surpassed 10 million views on YouTube in just two days since its debut.
The new single, released November 24 on HYBE LABELS, marks a significant turning point for the multinational group, which debuted in March 2024.
The result underlines ILLIT’s rapid rise in the global music landscape. The music video reached the 10 million view mark by November 25, demonstrating notable audience engagement since its release. Beyond the national success, the song ranked at the top of YouTube’s trending music charts in 20 different countries, signaling strong international appeal and coordinated global interest.
Released as the group’s first single album, “NOT CUTE ANYMORE” represents a deliberate artistic shift for ILLIT, according to allKpop. The title itself announces the group’s intention to move beyond their cute, established image towards a more confident presentation.
The accompanying music video showcases the five members, Yunah, Minju, Moka, Wonhee and Iroha, in different style choices, ranging from chic outfits to trendy denim looks and playful pajamas, creating a visual narrative focused on authenticity and self-discovery.
The song uses reggae-pop elements combined with a minimalist production approach, featuring conversational vocals and a catchy chorus, the Times of India reported. According to BELIFT LAB, the group’s agency, the single album explores the concept of presenting one’s true self when external perceptions differ from internal identity. This thematic choice builds on the emotional narratives the group has developed across previous releases, including their debut mini-album SUPER REAL ME and subsequent projects.
Global media praised the release’s artistic approach. Music publications such as Bandwagon highlighted the song’s distinctive production style and vocal performance, highlighting how the group successfully balances confidence with their inherent charm. The visual presentation further reinforces this transformation, with conceptual photography revealing the members in an edgy style that contrasts starkly with their established image.
ILLIT has scheduled their first airplay performance of “NOT CUTE ANYMORE” for November 28 on KBS2’s “Music Bank,” giving fans their first opportunity to witness the group perform their new material on television, as scheduled. Investigator.
The rapid viewership and international chart placement suggests that the single has already established strong momentum in their promotional activities. The group’s consistent trajectory since their 2024 debut, highlighted by record-breaking album sales and Billboard chart recognition, continues with this latest release.
