What started as a “chiller track” in late 2025 has officially transformed into a high-energy viral anthem for the new year. As of mid-January 2026, ILLIT’s “NOT CUTE ANYMORE” is sweeping digital platforms. It is a definitive moment for HYBE’s latest 5th-generation girl group.
At first, the song received lukewarm reviews for its “ultra-subdued” sound. But it didn’t stay that way. A perfect storm of social media dominance won over the general public. Now, fans are calling it a “sleeper hit” that perfectly captures the group’s transition into a more confident, mature concept.
By the Numbers: ILLIT’s YouTube Music Dominance
The statistics behind this resurgence are actually staggering. According to recent reports, ILLIT reached a massive 583 million monthly viewers on YouTube Music as of January 15, 2026. This surge is mostly driven by the song’s performance on the global YouTube Daily Shorts Top Song charts. It is even challenging holiday hits and mainstream pop giants.
- YouTube Music: 583M+ monthly viewers (Jan 2026).
- Spotify: 776k+ streams in its opening window—the biggest for a 5th gen group in 2025.
- Billboard: Currently sitting at #7 on the “Bubbling Under Hot 100” chart.
Anatomy of the “Not Cute” TikTok Craze
The “Not Cute” dance challenge is currently the most-replicated trend across Korea and Japan. Its “subdued” yet addictive choreography is accessible for creators of all skill levels. That’s led to a massive wave of user-generated content.
The reach exploded when fellow idols joined the movement. Notably, Chuu and IVE’s Leeseo participated in the challenge, amplifying the song’s reach to millions of additional fans. That addictive instrumental has become a staple background track for short-form content globally.
The Yoon-a Fancam Phenomenon
Individual member virality is also playing a massive role in the group’s skyrocketing brand reputation. One specific fancam of member Yoon-a has become a sensation. It reportedly became the most-viewed performance video within just 24 hours of its release. Fans are praising her “strong stage presence” and the way she embodies the “Not Cute” concept.
“The way Yoon-a performs this is so different from their debut era. You can really see the confidence shift,” one fan commented on Reddit.
A Rare Music Show “U-Turn”
It is rare to see a group return to music shows unless a track experiences a massive chart reversal. Still, that is exactly what happened here. Belift Lab announced that ILLIT would return to music shows over a month after the song’s initial release. The group performed on M Countdown on January 8 and Inkigayo on January 11, 2026.
This “resurgence promotion” strategy is reminiscent of (G)I-DLE’s “Fate,” where organic growth forced a return to the broadcasting stage. Belift Lab stated the decision was made to capitalize on the song’s momentum and to thank fans for the unexpected chart climb.
What’s Next for the “Not Cute” Era
ILLIT shows no signs of slowing down. They are already expanding their reach into the global market with their second Japanese single, “Sunday Morning.” The track will serve as the opening theme for the anime *’Tis Time for “Torture,” Princess*.
With their growing influence in the anime OST space—following their previous work on *Pokémon Horizons*—ILLIT is carving out a distinct “pleasant and appealing” niche. It sets them apart from 5th-gen peers like NewJeans. As the “Not Cute” era continues to thrive, all eyes are on how high this sleeper hit can go.
