[MyDaily = Reporter Kim Ha-young] The bold, shrewd gamble by ILLIT paid off. They didn’t merely present a new concept; they evolved—stage by stage—like characters in a coming‑of‑age story, each transformation adding a distinctive move that wins over listeners.
ILLIT (Yoona, Minju, Moka, Wonhee, Iroha)’s newly released fourth mini‑album, MAMIHLAPINATAPAI, shatters the fixed ideas listeners may have about them. The techno title track "It's Me" isn’t a rejection of their past identity so much as an expansion—an intentional deepening of their musical palette.
This trajectory didn’t arrive overnight. With their previous single, NOT CUTE ANYMORE, the group announced that their identity wouldn’t be confined to cuteness and hinted at a much broader range. Their versatility—across genres, vocals, choreography and styling—shines again on this record, giving weight and credibility to their new direction.
Even amid these shifts, ILLIT’s core identity has only become clearer. Having debuted with an inward focus, the members have steadily widened their gaze while keeping an honest, confident edge. As they look out at a larger world, the messages they want to deliver have grown more precise and resolute. That clarity naturally led to a bolder sound and concept, realized in MAMIHLAPINATAPAI. Only the mode of expression has changed; their resolve to act with agency remains the same.
Many of the elements that make ILLIT distinct are still intact. Their quirky, buoyant lyrics resonate with teens and people in their twenties, and their melodies are modern and earworm‑ready. The "ILLIT core"—a unique sensibility and aesthetic that they apply to any style—has only become more defined.
Music fans around the world responded enthusiastically to ILLIT’s fresh variations. "It's Me" paired explosive production with a striking performance, creating a potent hook that spread quickly by word of mouth. After their first‑week music show appearances, the song gained momentum on Melon’s Top 100, rising to No. 46 (May 4), No. 36 (May 5), No. 20 (May 6) and No. 12 (May 7).
Interest in "It's Me" has crossed borders. The track debuted at No. 6 on Spotify’s Global Top Song Debut chart (May 1–3) and entered Apple Music’s global Today’s Top 100 at No. 88 (May 4), climbing to No. 75 (May 5) and No. 54 (May 6). Its music video has also appeared on YouTube’s Global Daily Trending Music Videos chart for six consecutive days.
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