[Sports Seoul | Reporter Kim Hyun-deok] ILLIT is sharpening its global appeal with an undeniable aura.
ILLIT (Yoona, Minju, Moka, Wonhee, Iroha) posted the campaign film for the title track “It’s Me” from their fourth mini-album, MAMIHLAPINATAPAI, on HYBE Labels’ YouTube channel on April 23.
The film’s striking, stylish visuals demand attention. It opens with the five members wrestling with uncertainty in a budding relationship until suppressed emotions finally erupt. After deciding to be honest about their feelings, they take the lead in expressing affection. As they move through the romantic streets of Paris, ILLIT’s confident energy is unmistakable.
The soundtrack delivers equal impact. The audacious hook “Who’s your bias? I’m your bias” — using the K-pop fandom term “bias” to mean a favorite member — lands instantly, backed by a heavy beat. The driving arrangement and buoyant melody stick in the mind and lift listeners’ spirits.
“It’s Me” is a techno-leaning track that bluntly declares “I’m your bias!” at the moment attraction deepens after a first date. Through this song, ILLIT aims to reveal fresh, varied facets of their artistry without holding back.
Ahead of the comeback, the group effortlessly shifts between cute and cheeky, projecting an unpredictable charm. From the playful, animal-inspired “PAW PAW” version to the daring styling of the “FREE RIDER” version, each piece of content has shown a different mood. Whatever the concept, the members translate it through their signature, trend-forward “ILLIT core,” showcasing a wide creative range.
Following the campaign film, ILLIT will release “IT’S ME” concept photos on April 24 at 8 p.m. They will drop Official Teasers 1 and 2 for the title-track music video on April 27 and 28, and the full album and music video will arrive on April 30 at 6 p.m.
A special event is planned to celebrate the mini-album’s release. ILLIT will hold the “ILLIT Seoul Children’s Grand Park Festival” on May 5, with “It’s Me” as the main theme. The festival will offer interactive booths for families and friends and a live performance of the new song, promising memorable experiences for attendees. khd9987@sportsseoul.com
