The group ILLIT is showcasing a new musical attempt ahead of the release of their 4th mini-album, "MAMIHLAPINATAPAI." The title track of this album, "It's Me," is their first challenge in the techno genre since their debut, featuring an exciting beat and an addictive melody. Even with only some sounds revealed, it promises a distinctly different auditory pleasure from their previous works, highlighting the team's musical transformation.

In the recently released campaign film, the five members of ILLIT showed themselves expressing emotions honestly rather than remaining in ambiguous relationships. Scenes where they actively express affection emphasized a cool charisma and confident aura. The concept change stood out as the existing lovely image was combined with bold and solid expressions.

ILLIT previously revealed through their first single album "NOT CUTE ANYMORE" that their identity is not limited to "cuteness." At that time, they conveyed a message rejecting others' views and stereotypes, focusing on the true self. This change became an opportunity to showcase ILLIT's diverse charm.

"MAMIHLAPINATAPAI" is evaluated not merely as a concept change but as a process of expanding the boundaries of "ILLIT Core," which represents ILLIT's unique sensibility and aesthetics. This aligns with the meaning of their team name, symbolizing a group with great potential that can become anything and is expected to become something remarkable.

ILLIT has attracted the attention of the global Gen Z audience with original music, performances, and styles in every album. In particular, the title track of their first single album, "NOT CUTE ANYMORE," ranked high on global short-form charts and achieved 7th place on the U.S. Billboard song chart "Bubbling Under Hot 100."