ILLIT 'Not Cute Anymore' First Listen Review: The Good, Bad & Unexpected

ILLIT not cute anymore has officially arrived as the group's first single album, released on November 24, 2025. Following their previous work, this release marks a significant shift for the K-pop group—but perhaps not in the direction fans were hoping for.

Unfortunately, the title track clocks in at a surprisingly brief two minutes and eleven seconds, offering what some critics describe as "ultra-subdued fluff". With eleven different album versions including unique concepts like "Not Cute" and "Not My Name," the physical release certainly doesn't lack variety. The ILLIT not cute anymore concept photos and extensive album versions contrast sharply with the song's minimalist approach. Though fans eagerly anticipated the tracklist after the announcement of the release date, many wonder if the album's elaborate packaging compensates for what appears to be a musical step backward from their earlier work.

First Impressions: Does 'Not Cute Anymore' Hit or Miss?

The first listen of ILLIT's "Not Cute Anymore" reveals a radical departure from their previous work—primarily in its brevity and musical approach.

Song length and structure

At just two minutes and eleven seconds, the title track has sparked widespread discussion about its unusually short runtime. Many critics point out the song lacks a proper bridge, making it feel incomplete despite its reggae-inspired rhythm. One reviewer described it as "ultra-subdued fluff with one idea repeated over and over again" that "finished before you know it without presenting any kind of musical scope or climax". Nevertheless, the minimalist production intentionally highlights the members' vocal abilities with a focus on their natural voices.

Initial fan reactions

Listener responses have been notably divided. On one hand, numerous fans expressed disappointment: "Just as I thought ILLIT was back with their amazing 'Do the Dance', they decide to release this utter, boring, mundane, monotone, and forgettable crap". Conversely, others found the song's simplicity appealing: "I love how this manages to be so laid-back yet totally addictive at the same time". The song made an immediate impact on charts, entering Melon's 'Hot 100' at number 8 and topping Japan's AWA real-time rising chart.

Expectations after 'Do The Dance'

The stark contrast with their previous hit "Do The Dance" has left many fans feeling underwhelmed. Several comments highlight how the group's producers "took away everything that made those songs exciting in favor of a viral TikTok moment". Furthermore, some believe BELIFT "fumbled the hype ILLIT built from the Bomb era by releasing a low-fi reggae track". While some fans expected the continuation of their bright, bouncy sound, others appreciated this unexpected new direction.

Production and Sound: A Closer Look

The production behind "Not Cute Anymore" reveals a calculated artistic pivot for ILLIT. Producer Jasper Harris, who previously worked on Billboard Hot 100 chart-toppers and Grammy-nominated tracks like "Montero" by Lil Nas X, brings a distinctly different sonic palette to the group's repertoire.

Instrumental and beat analysis

"Not Cute Anymore" features a pop foundation built upon a reggae-inspired rhythm—a significant departure from the group's earlier releases. The minimalist sound creates what critics describe as a "subtle yet strangely addictive" quality. Member Yuna aptly compared it to Pyongyang cold noodles: "The song may seem simple at first, but as you listen to it more, you will start to notice its deeper sounds". Some listeners have identified similarities to Lily Allen's "Smile," another reggae-pop fusion track, although others note a surprising connection to "Last Christmas" in the beat pattern.

Vocal delivery and tone

Particularly noteworthy is how the production emphasizes the members' natural voices. "We paid even closer attention to our vocals when recording for the song," Minju explained, appreciating how "the song lets listeners focus on each member's natural voices". Instead of the energetic vocal approach from previous tracks, the members deliver their lines with a conversational quality, essentially speaking directly to listeners. Wonhee especially shines as the sole chorus singer for the title track.

Comparison to ILLIT's previous singles

In essence, "Not Cute Anymore" represents a complete tonal shift from ILLIT's earlier work. Unlike their "bright bubbly music", this release embraces restraint and subtlety. The B-side "Not Me" further expands their musical range, produced by U.S. female duo Pebbles & TamTam. Moreover, members Yunah, Minju, and Moka participated in writing lyrics for "Not Me," demonstrating their growing creative involvement.

Concept and Marketing: The Unexpected Angle

Beyond its musical shift, ILLIT's transformation extends into their visual identity with concept photos that decisively break from their previous cute image.

ILLIT 'Not Cute Anymore' concept photos and visuals

The concept photos showcase two distinct aesthetics: the 'NOT CUTE' version exudes a kitschy yet chic vibe, whereas the 'NOT MY NAME' version highlights a cool, wild sensibility. Perhaps most provocative is the music video moving poster featuring a pink tombstone inscribed with "CUTE IS DEAD" and Moka firing a gun—imagery that evoked comparisons to a mystery film. Additionally, one set portrays the members as slightly absurd office workers, complete with flip phones used as hair clips, while another transforms them into confident bikers.

Meme version and TikTok strategy

Remarkably, BELIFT LAB released an official "Meme version" of the song on YouTube specifically designed for TikTok virality. This strategy builds upon ILLIT's previous success on the platform—their debut hit "Magnetic" ranked 4th in South Korea and 3rd in Japan on TikTok's 'Year On TikTok' charts. However, some critics view this approach as "desperate and manufactured," calling it an "inorganic" attempt to engineer a viral moment.

Does the concept align with the song?

Despite the bold visual rebellion against cuteness, some fans suggest this concept might actually be "about firing back at criticisms of ILLIT as being too childish instead of an actual rejection of the idea". According to Moka, the group aimed for "a confident and cool attitude during performances" rather than a typical girl-crush concept. Nonetheless, many listeners question whether the reggae-inspired song adequately supports the dramatic conceptual shift.

Album Details: Packaging, Versions, and Tracklist

ILLIT's elaborate packaging stands in stark contrast to the minimalist approach of their title track. Fans received an avalanche of options when considering which version to add to their collection.

ILLIT 'Not Cute Anymore' release date and tracklist

Set for a November 24, 2025 release at 6 PM KST, the single album features just two tracks. The title song "NOT CUTE ANYMORE," produced by Jasper Harris (known for Lil Nas X's "Montero"), incorporates songwriting from Sasha Alex Sloan with Korean lyrics by youra. The B-side "NOT ME," produced by American duo Pebbles & TamTam, notably includes contributions from ILLIT members Yunah, Minju, and Moka.

Overview of album versions and packaging

The physical release comes in multiple configurations. The standard photobook versions include "NOT CUTE Ver." featuring a 90-page photobook and "NOT MY NAME Ver." containing three separate photobooks (48pg unit, 32pg unit, and 16pg group). Both include identical extras: CD, clear pouch, mini book, postcard, bookmark, sticker, poster, ID photo set, and two random photocards. Additionally, special editions include the "ILLIT x Ashley Williams Pouch Ver." and the "Little Mimi Ver.".

Where to buy and fan engagement

Official retailers include Weverse Shop, Music Plant, Apple Music, Ktown4U, WithMuu, Makestar, and Sound-Wave. Pricing varies significantly across versions—standard versions start around $15.58 for random versions, the Ashley Williams Pouch edition costs $27.38, while US store exclusives include signed postcards for dedicated collectors. Most physical versions ship to US customers by December 12, 2025.

FAQS

Fans have raised numerous questions since the announcement of ILLIT's latest release. Below are the most frequently asked questions regarding "Not Cute Anymore."

Who produced "NOT CUTE ANYMORE" by ILLIT? Jasper Harris, known for his work on Lil Nas X's "Montero," produced the title track. The B-side "NOT ME" was produced by American female duo Pebbles & TamTam.

Who wrote "NOT CUTE ANYMORE"? The songwriting credits include Sasha Alex Sloan with Korean lyrics by youra. For "NOT ME," members Yunah, Minju, and Moka contributed to the lyrics, showcasing their growing involvement in the creative process.

Is the "Mimi Version" available internationally? Many new fans have expressed confusion about the availability of the "Mimi Version" outside Korea. Based on fan discussions, this special edition appears to be available through global retailers, though shipping times may vary by region.

Why is the title track so short? The song's length (2:12) has become a major topic among fans. Some listeners believe this brevity affected the track's development, with one fan noting: "The shortened length caused it to lack some personality and feel incomplete." Others suggest the minimal structure was an intentional artistic choice.

How are fans responding to the musical direction? Fan reception remains divided. Several listeners compare it to "Midnight Fiction with a hint of melancholy," appreciating its "dreamy, laid-back" quality. Consequently, others feel the production team "fumbled the hype ILLIT built from the Bomb era.