K-pop group ILLIT has achieved a remarkable milestone with their latest single release, as the music video for “NOT CUTE ANYMORE” surpassed 10 million views on YouTube within just two days of its debut.
The new single, released on November 24 through HYBE LABELS, marks a significant turning point for the multinational group, which debuted in March 2024.
The achievement underscores ILLIT’s rapid ascent in the global music landscape. The music video climbed to the 10 million-view mark by November 25, demonstrating substantial audience engagement from the moment of its release. Beyond domestic success, the track ranked high on YouTube’s Trending Music charts across 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 established cute image toward a more confident presentation.
The accompanying music video showcases the five members, Yunah, Minju, Moka, Wonhee, and Iroha, in diverse styling choices, ranging from chic suits to hip denim looks and playful pajama outfits, creating a visual narrative centered on authenticity and self-discovery.
The song employs reggae-pop elements combined with a minimalist production approach, featuring conversational vocal delivery and an addictive 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 upon emotional narratives the group has developed through previous releases, including their debut mini-album SUPER REAL ME and subsequent projects.
Global media outlets have praised the release’s artistic approach. Music publications like Bandwagon highlighted the song’s distinctive production style and vocal execution, noting how the group successfully balances confidence with their inherent charm. The visual presentation further reinforces this transformation, with concept photography revealing the members in edgy styling that contrasts sharply with their established image.
ILLIT has scheduled their first broadcast performance of “NOT CUTE ANYMORE” for November 28 on KBS2’s “Music Bank,” providing fans with their initial opportunity to witness the group performing the new material on television, as per Inquirer.
The rapid viewership milestone and international chart positioning suggest the single has already established strong momentum heading into 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.