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ILLIT is a South Korean girl group that debuted in 2024, quickly achieving international recognition with their music and brand collaborations.
M&M's partnered with K-pop group ILLIT for its first Asia-wide music-led campaign, making them the first K-pop group to be named "Friends of M&M'S" and Asia ambassadors for the global chocolate brand.
ILLIT became the 30th face of Pocari Sweat, with the brand stating that ILLIT's bright and lively charm perfectly matches Pocari Sweat's refreshing and healthy image. Wonhee was announced as a new model in April, and the full group later became the new face.
Acne Studios collaborated with ILLIT for its SS24 global campaign, with the band donning the brand's creations. This partnership highlights Acne Studios' support for emerging artists and marked ILLIT's first public appearance as a group at Paris Fashion Week prior to their official debut.
ILLIT was selected as the new Y brand model for KT Y, a telecommunications company. This partnership involved the group featuring in a new advertisement campaign.
ILLIT became the new model for the French cosmetics brand Bioderma.
The group was announced as the new model for the American footwear company Crocs.
Moka and Iroha from ILLIT were announced as new Tone Up UV ambassadors for La Roche-Posay.
ILLIT was announced as the new brand ambassador for Lacoste Japan.
ILLIT became the official brand ambassador of Candy Magic, a contact lens brand from Japan.
Superdry & Co announced that ILLIT would be the new ambassador of the brand in Korea.
Uniqlo announced that ILLIT would be the new ambassador of the brand in Japan.
ILLIT is a five-member South Korean girl group, formed through the survival show ‘R U Next?’, a collaboration between HYBE and JTBC. The group, consisting of Yunah, Minju, Moka, Wonhee, and Iroha, officially debuted on March 25, 2024, with their first mini-album, ‘SUPER REAL ME’. Before their official debut, they were known as I’LL-IT, a name reflecting the members’ ability to independently choose their path. Their debut was highly anticipated, with HYBE’s chairman Bang Si-hyuk participating in the production of their album. The group quickly gained attention for their fresh concept, emphasizing the authentic feelings of teenage girls, which resonated with a global audience.
Following their debut, ILLIT rapidly achieved significant milestones. Their lead single, “Magnetic,” entered four U.S. Billboard charts within eight days of its release in 2024. This achievement made them the first K-pop group to enter the UK Official Singles chart with a debut single, peaking at number 80. “Magnetic” also made history as the first debut song by a K-pop act to appear on the Billboard Hot 100, reaching number 91. Their debut EP, ‘Super Real Me’, subsequently entered the Billboard 200 chart at number 93 and peaked at number two on the Emerging Artist chart. In June 2024, Billboard recognized ILLIT as their first-ever “K-Pop Rookie of the Month,” solidifying their rising status in the global music scene.
ILLIT continued their career progression with further releases and international appearances. They released their second extended play, ‘I’ll Like You’, in October 2024, which also charted on the Billboard 200. In February 2025, they released their first original Japanese song, “Almond Chocolate,” which was featured in a Japanese live-action movie. Their third extended play, ‘Bomb’, was released in June 2025, followed by their Japanese debut in September 2025 with the maxi single “Toki Yo Tomare.” The group has actively engaged in various promotional activities, including performing at major events like KCON Japan 2024, Weverse Con Festival 2024, and the 2024 MAMA Awards, showcasing their music to a broad international fanbase.
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