ILLIT Struggles with Third Consecutive Comeback Amid Ongoing Rumors and Online Backlash

After a suspenseful five-month wait, ILLIT has returned with their latest single album, Not Cute Anymore. The release, however, has sparked significant debate as the group faces its third consecutive underwhelming comeback, leaving many to wonder about the disparity between their expectations and actual performance following the viral success of their debut track, Magnetic.

The music video for Not Cute Anymore achieved over 10 million views within the first 24 hours—an impressive milestone given the current saturation of the K-pop industry. Yet, the digital performance raises eyebrows: the track peaked at #34 on Bugs, #119 on Melon, and #163 on Genie, failing to meet the anticipated numbers for a group that once captured global attention almost overnight.

Despite these challenges, ILLIT’s streaming figures on Spotify provide a glimmer of hope. The group garnered more than 700, 000 streams on their first day, marking the largest girl group debut on the platform for 2025. This suggests that their international fanbase remains engaged, providing a potential avenue for recovery.

Recurrence of Patterns: Strong Exposure but Weak Digital Performance

Industry observers point out that Not Cute Anymore follows a disheartening trend observed in the group’s previous releases, which consistently show strong visibility but faltering digital performance:

“Do The Dance” (Mid-2025): Despite going viral on TikTok thanks to its Sailor Moon-inspired visuals, the song could only reach positions #25 on Bugs, #69 on Melon, and #88 on Genie.

Widespread social media excitement did not translate into sustained streaming success.

“Cherish” (Late 2024): ILLIT’s initial comeback peaked at #12 on Bugs, #45 on Genie, #59 on Melon Top 100, and #63 on FLO.

Despite gaining visibility, the song’s performance revealed cracks in the group’s long-term digital reach, particularly struggling to leverage the initial buzz generated by Magnetic.

Factors Contributing to ILLIT’s Current Struggles

Long Gaps Between Releases: The lengthy intervals of 8 to 10 months between comebacks have led to diminishing momentum in a fast-paced industry. Each hiatus tends to decrease public interest, particularly when a fanbase is not robustly established.
Smaller Fanbase Compared to Competitors: In contrast to well-supported acts like HYBE’s LE SSERAFIM and fellow fifth-gen group BABYMONSTER, ILLIT’s fanbase is notably smaller, making it increasingly challenging to achieve strong chart performances.
The Hanni Controversy’s Lingering Effects: Past claims involving NewJeans’ Hanni have tarnished ILLIT’s image. It was alleged that members intentionally ignored her due to a manager’s advice, leading to speculation and backlash.

Newjeans Hanni mentions ILLIT controversy

While a court ruling eventually found no basis to these claims, the resulting discussions and rediscovered posts have kept the narrative alive. Hanni’s own comments about her recollections exacerbated the situation, causing keywords like “Hanni lying” to trend across social media platforms, igniting further discourse.

For ILLIT, this ongoing controversy has resulted in months of negative publicity, misinformation, and online hostility, significantly impacting the public’s perception of both the group and its individual members.

Is There Hope for ILLIT’s Recovery?

As Not Cute Anymore struggles to navigate the digital landscape and as public sentiment slowly stabilizes from the chaos of recent rumors, analysts are left to ponder whether ILLIT can reignite the fervor that marked their debut.

ILLIT concept photos for upcoming projects

However, the positive initial reception on Spotify suggests that there remains a significant interest from international fans, providing a potential path to rejuvenation—if the group can achieve consistent releases, bolster their devoted fanbase, and rebuild trust among domestic listeners.

As it stands, the pressing question remains: Can ILLIT revive their trajectory, or is it too late for this promising group from Belift Lab to reclaim their spotlight?

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