South Korean girl group ILLIT released a second official teaser for the song “It’s Me” on March 31, 2024 [1].
The release signals the group's upcoming comeback, a strategic move by BELIFT LAB to build momentum and fan engagement before the full album launch.
The teaser promotes the group's fourth mini-album, titled “MAMIHLAPINATAPAI” [1, 2]. According to the group's agency, the project is scheduled for release at 6 p.m. KST on Thursday, April 30, 2024 [2].
“Hello. This is BELIFT LAB. ILLIT 4th Mini Album 'MAMIHLAPINATAPAI' will be released at 6 p.m. on Thursday, April 30,” BELIFT LAB said [2].
The promotional materials were shared via the group's official YouTube channel, ILLIT_official [1]. Production credits for the teaser include Executive Producer Kim Taeho and Creative Director Heu Serian [1].
This rollout follows a pattern of incremental reveals designed to generate interest in the group's evolving musical direction. The second teaser provides a glimpse into the visual and sonic identity of “It’s Me” as the group prepares for the April 30 [2] deadline.
“ILLIT 4th Mini Album 'MAMIHLAPINATAPAI' will be released at 6 p.m. on Thursday, April 30.”
The release of a second teaser and a specific date for the fourth mini-album indicates a rapid production cycle for ILLIT. By utilizing a multi-stage teaser campaign, BELIFT LAB is leveraging the K-pop industry's standard 'comeback' model to maximize digital streaming numbers and social media visibility upon the album's release.
