ILLIT’s “NOT CUTE ANYMORE” Sparks Controversy and Backlash

The emerging girl group ILLIT is currently stirring up controversy following the release of their latest single, NOT CUTE ANYMORE, on November 24. Instead of achieving the success they aimed for, the track has ignited a polarizing discussion across various online platforms.

ILLIT – NOT CUTE ANYMORE (MV Teaser 2) by u/CronoDroid in kpop

Released under HYBE’s sub-label, BELIFT LAB, this new single features a soft, ethereal sound that signals a shift away from the group’s traditional cute aesthetic. However, listeners have voiced dissatisfaction with the track’s arrangement and production quality, particularly noting its brevity—clocking in at just 2 minutes and 11 seconds—as a significant drawback.

“It Sounds Like a Demo”

Narratives on platforms like Reddit illustrate the extent of the discontent. One commentator starkly remarked that the song “sounds like a demo, ” with several others suggesting it resembled a b-side or intro track rather than a full-fledged title piece. Critics have highlighted the lack of a bridge, sudden transitions, and an absence of dynamic variation as critical flaws that detracted from the song’s emotional impact and overall musical development.

“I like the chorus, but the song structure is just verse-chorus-repeat — and then it’s over. It feels incomplete, ” one Reddit user expressed.

A screenshot of song lyrics displayed on a dark background. The lyrics are a mix of Korean and English. Lyrics Visible (Top to Bottom): Brave my bag No keyring, no hand mirror. Oh, Rock will never die Linda Linda lullaby Limited edition soybean noodle soup Nutty/Savory more than Matcha I'm too shy for all these Jelly shoes throughout the date I got Suede on my vinyl My fairy tale book I'm not cute anymore I'm not cute anymore No more I prefer a loose jellyfish over a puppy Cuz I'm not cute anymore Perfect in 5 minutes My makeup tutorial When I get super stressed The last line is partially cut off people-A-song lyrics-A-Korean-A-English-A-dark background

This controversy has reignited discussions about the growing trend of shorter K-pop songs, with comparisons made to other brief releases from groups like LE SSERAFIM. Many argue that this phenomenon is propelled by streaming habits and the quest for TikTok compatibility, which often prioritize immediate engagement over depth.

“These songs feel undercooked. There’s hype and buildup, but the songs end before anything happens, ” expressed a frustrated listener.

While some supporters of ILLIT praised their efforts to explore new sounds and artistic directions, even they acknowledged that the single did not possess the refined finish or cohesion generally expected from a title put forth by a prominent label like HYBE.

Although shorter songs can resonate well in today’s digital landscape, critics maintain that this brevity should not compromise the artistry. As one listener poignantly stated, “Short songs can work—if they feel complete. This just felt like a sketch.”

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