After five months of anticipation, ILLIT returned with their single album Not Cute Anymore—yet the release has sparked widespread discussion as the group faces its third consecutive underperforming comeback, despite strong expectations following their viral debut hit Magnetic.
The MV for Not Cute Anymore surpassed 10 million views within the first 24 hours, a respectable figure given the saturated state of K-pop. However, digital performance tells a different story. The track peaked at #34 on Bugs, #119 on Melon, and #163 on Genie, falling short of public expectations for a group that once went global overnight.
Still, ILLIT achieved over 700,000 first-day streams on Spotify, marking the biggest girl-group debut of 2025 on the platform—an indicator that their overseas listener base remains active.
Three Comebacks, Same Pattern: Strong Visibility, Weak Digital Results
Observers note that Not Cute Anymore continues a downward trend already seen in the group’s previous releases.
- “Do The Dance” (Mid-2025)
Despite going viral on TikTok with its Sailor Moon-inspired visuals and glitter trend, the song struggled on charts:
#25 Bugs
#69 Melon
#88 Genie
Its widespread social media presence failed to convert into sustained streaming performance.
- “Cherish” (Late 2024)
ILLIT’s first comeback peaked modestly at:
#12 Bugs
#45 Genie
#59 Melon Top 100
#63 FLO
Despite decent visibility, the track was unable to capitalize on the massive momentum of Magnetic, signaling cracks in the group’s long-term digital impact.
Why Is ILLIT Struggling? Several Factors Converge
- Long Gaps Between Releases
With 8–10 months separating each comeback, ILLIT consistently loses momentum in an industry driven by rapid, high-frequency exposure. Without a strong established fandom, each hiatus reduces public interest.
Weak Fanbase Compared to Competitors
While HYBE’s other girl group LE SSERAFIM and fifth-gen rivals like BABYMONSTER show strong, loyal fandom engagement, ILLIT’s fandom remains comparatively small—making charting more difficult.The Long Shadow of the Hanni Controversy
ILLIT’s image suffered heavily after past claims involving NewJeans’ Hanni resurfaced. Hanni previously stated that a Belift Lab manager instructed artists to ignore her, leading to rumors that ILLIT members walked past without greeting her.
However, the Seoul Central District Court later ruled that CCTV footage did not support allegations of mistreatment. The court also stated that Min Hee Jin (former ADOR CEO) held primary responsibility, and Hanni’s personal account could not be fully accepted.
After the ruling, Hanni’s old Instagram post was rediscovered, where she wrote: “I remember everything. I wanted to speak about it in court but held back. Please stop harassing me, ADOR, and HYBE.”
This caused keywords like “Hanni lying” to trend on Korean platforms, with related Pann posts surpassing 85,000 views and drawing hundreds of heated comments.
Throughout the controversy, ILLIT endured months of misinformation, defamation, and hostility online, affecting both public sentiment and the members’ individual reputations.
Can ILLIT Recover Their Momentum?
With Not Cute Anymore struggling to climb digital charts and public opinion only beginning to stabilize after a storm of baseless rumors, analysts question whether ILLIT can reignite the explosive excitement of their debut.
However, their strong Spotify debut performance indicates that international listeners still have interest, suggesting room for a comeback—if the group can maintain consistent releases, strengthen their core fandom, and rebuild domestic trust.
For now, the question remains: Is it too late to revive ILLIT’s momentum, or is a new breakthrough still possible for the five Belift Lab rookies?
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