Rising girl group ILLIT is making waves — though not in the way they might have hoped. On November 24, the group dropped their newest single, NOT CUTE ANYMORE, only to be met with a mixed reception that has quickly snowballed into a heated debate across online communities.
The song, released under HYBE’s sub-label BELIFT LAB , boasts a soft, dreamy sound and a title that suggests a departure from the group’s usual cutesy image. However, fans and casual listeners alike are criticizing the track for lackluster structure, uninspired production, and — most notably — its short length of just 2 minutes and 11 seconds.
“It sounds like a demo”
Criticism poured in on Reddit, where one user bluntly said the song “sounds like a demo,” while others argued that it felt more like a b-side or album intro than a fully fleshed-out title track. Many pointed out the absence of a bridge, abrupt transitions, and minimal dynamic changes as major weaknesses that robbed the song of emotional payoff or musical growth.
“I like the chorus, but the song structure is just verse-chorus-repeat — and then it’s over. It feels incomplete,” one post read.
The backlash has reignited an ongoing debate about the increasingly short lengths of K-pop songs. Users compared ILLIT’s track to similarly brief releases by groups like LE SSERAFIM, citing a trend fueled by streaming culture and TikTok virality.
“These songs feel undercooked. There’s hype and buildup, but the songs end before anything happens,” one frustrated listener commented.
Some fans defended ILLIT’s exploration of a different sound and mood, noting the group’s desire to evolve artistically. Yet even supporters admitted that the track lacked the polish and cohesion expected from a title release — especially one backed by a major label like HYBE.
While shorter tracks are often favored for replayability in the digital age, critics argue that brevity should not come at the expense of artistic depth. As one listener noted, “Short songs can work — if they feel complete. This just felt like a sketch.”
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