ILLIT Solidifies 'Trend Icon' Status with Global Brand Endorsements and Impending Comeback

Global girl group ILLIT is continuing its streak as a 'trend icon,' garnering consistent popularity from international brands.

According to Belift Lab, an affiliate of HYBE Corporation, ILLIT members Yunah, Minju, Moka, Wonhee, and Iroha were recently appointed as exclusive models for MegaStudyEdu's '2027 Megapass,' an online education platform.

A MegaStudyEdu representative stated, "The challenge and growth energy of ILLIT, which receives passionate support from teenagers worldwide beyond K-pop, perfectly aligns with the core message of this campaign."

The group has already been actively involved in advertising for various sectors. ILLIT became the first K-pop group to be appointed as the Asian ambassador for the global chocolate brand M&M's. They have also become the face of popular brands such as the isotonic drink Pocari Sweat, the global premium casual brand SUPERDRY, and Nexon's online action RPG Elsword, solidifying their trendy image.

In Japan, ILLIT is also demonstrating a unique presence. The group has been receiving offers for endorsements across product categories including apparel, contact lenses, ice cream, and resorts. Their popularity has reportedly expanded further since their official Japanese debut with the release of their first single, 'Toki Yo Tomare' (original title: 時よ止まれ), in September.

Collaborations with global brands are also a recurring theme for their album releases. Their upcoming single album, 'NOT CUTE ANYMORE,' set to be released on the 24th, features design elements from a collaboration with British fashion brand Ashley Williams. Additionally, a limited edition merchandise of a keychain doll version with the popular domestic character 'Little Mimi' garnered significant attention not only from fans but also from the general public upon its release. Previously, their Japanese single also generated buzz with limited editions and merchandise in collaboration with the global character 'Care Bears.'

ILLIT's trendy charm and bright, positive image are cited as key factors for their popularity. With their unique music and styling, the group has established a distinct identity, forming a high level of favorability among consumers in their teens and twenties who are sensitive to trends. Their independent and progressive image is seen as creating a powerful synergy with the brands they endorse.

Meanwhile, ILLIT is gearing up for their comeback with their first single album, 'NOT CUTE ANYMORE,' on the 24th. The title track, also named 'NOT CUTE ANYMORE,' directly expresses the desire to be seen as more than just cute. The song is produced by renowned American producer Jasper Harris, promising to showcase a new facet of ILLIT's charm.

Fans are reacting enthusiastically to ILLIT's continuous endorsements, commenting things like, "They truly are the trendsetters!", "ILLIT makes me want to study harder," and "Can't wait for the comeback!", expressing high anticipation for their upcoming activities.