[MyDaily = Reporter Lee Seung-gil] ILLIT’s new single “It's Me” has emerged as a mainstream favorite.
On May 13, ILLIT (Yuna, Minju, Moka, Wonhee, Iroha)’s fourth mini-album, 마밀라피나타파이 (MAMIHLAPINATAPAI), saw its title track “It's Me” rise to No. 2 on Bugs and No. 5 on Melon’s daily charts dated May 12. Hitting the upper ranks of those leading domestic platforms — key indicators of Korea’s music trends — signals broad public approval beyond core fandom activity. It’s also notable that streaming totals have climbed steadily with each round of promotions.
The group’s momentum extends overseas. “It's Me” debuted on Billboard’s latest charts (May 17), landing at No. 8 on World Digital Song Sales, No. 55 on Global Excl. U.S., and No. 104 on the Global 200, underscoring growing international interest. On Apple Music’s global “Today’s Top 100,” the track climbed from No. 88 on May 4 to No. 75 on May 5, No. 53 on May 7 and No. 27 on May 11.
Much of the single’s explosive appeal comes from a fresh, dopamine-fueled stage concept. Teasers that hinted at a new direction built widespread curiosity; when the group revealed their first live performance, the response was immediate. The song’s upbeat, infectious melody, kinetic choreography and cheeky refrain — “Your favorite is me!” — hooked listeners fast.
ILLIT’s commanding stage presence has helped propel the song further into the public eye. Their strengths were especially clear at college festivals, where they connected directly with audiences. Performing at Yongin University on May 12 and Soongsil University on May 13, the members delivered “It's Me” live while nailing vigorous choreography. They used handheld mics through the repeated ad-libs and hooks, projecting strong vocals that the crowd met with thunderous sing-alongs and an electrified atmosphere.
Clever promotion has amplified the buzz. The group released a series of parody ads riffing on famous movies and commercials. Seven short videos — each about 6–15 seconds long — posted on ILLIT’s official YouTube channel left striking impressions and spread quickly online. Playful concepts, such as an ad that puns on the title as “It's 米 (It's Me)” or a spot pitching “‘It's Me’ as an eardrum balm made with MAMIHLAPINATAPAI ingredients,” have effectively conveyed the single’s upbeat spirit.
The playlist series “PLAY-IT” is drawing attention, too. The looped video pairs the track with footage of the members training at the gym; as the fast, energetic song gains traction as a workout anthem, the content has grown popular. The clip even features a surprise cameo from LE SSERAFIM’s Kazuha, who shows up to train ILLIT in a memorable moment.
A pump-game challenge built around “It's Me” has added another wave of exposure. Acts such as TXT and ENHYPEN have taken part, giving fans a new, playful spin beyond routine dance challenges. ILLIT has also placed pump-game machines at college festivals to encourage student participation and naturally promote the song. That blend of online and on-site engagement has helped cement the group’s lively, inventive image with a wider audience.
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