The popup store that fully captures the sentiment of ILLIT's single ‘NOT CUTE ANYMORE’ officially opened on the 25th.
According to Belift Lab, a label under HYBE Music Group, ILLIT will operate a popup celebrating the release of their first single ‘NOT CUTE ANYMORE’ from the 25th to the 30th at K-Town for You SPACE #2, #3 on the 4th floor of COEX in Gangnam, Seoul. This popup features an interior that resembles an office space from the concept photos of the ‘NOT CUTE’ version. The space is completed with a monochrome office atmosphere enhanced by kitschy items, creating a neat yet twisted wit.
At the venue, fans can find various merchandise (MD) including a physical album in collaboration with British fashion brand Ashley Williams, hand mirrors, magnetic card holders, and clothing reminiscent of the character ‘Little Mimi’ from the single. Fans can expand the ‘NOT CUTE’ universe into everyday items through limited products available only at the popup.
There is also a wealth of experiential content. A message zone where fans can leave supportive messages for ILLIT, a listening zone to focus on the new song, a photo booth for taking pictures, and a lucky draw offering random prizes are all part of the fan participation programs. In the popup cafe, purchasing special desserts reflecting each member's concept will trigger the desire to collect by giving away unreleased photo cards, mini posters, cup holders, and more.
From the first day of opening, a long queue of fans waiting to enter caught attention in front of the store. Fans entered sequentially through an on-site waiting system, enjoyed the photo spots, carefully explored the exhibition and merchandise, and shared photos and videos on social media while enjoying ILLIT's unique ‘NOT CUTE’ mood and music.
ILLIT's new release ‘NOT CUTE ANYMORE’ is also showing an upward trend in music performance. The title track of the same name entered the Melon ‘Hot 100’ chart at 8th place on the first day of release, and it ranked 1st on the real-time rising chart of Japan's AWA. Additionally, it has reached the top ranks of the iTunes ‘Top Songs’ chart in over ten countries and regions, proving the interest of the global fandom. The music video, which playfully depicts the ‘breakup with cuteness’, is gaining attention with its calm expressions, restrained movements, and upgraded visuals.
Meanwhile, ILLIT is set to make their first stage performance of the title track ‘NOT CUTE ANYMORE’ on KBS2’s ‘Music Bank’ (Korean time) on the 28th, marking the start of their full-fledged music broadcast activities.
