ILLIT have a knack for releasing viral songs — or at least dance challenges that make their songs go viral. The ultra-subdued Not Cute Anymore is currently enjoying a run on the charts that has prompted the group to get back on music shows for additional promotions. In the midst of this, they’ve released the video for their newest Japanese single Sunday Morning.
Of all currently active groups, ILLIT feel so ready to appeal to Japanese audiences. Their vocals — especially on a track like this — recall classic J-pop delivery. Sunday Morning is sweet and tuneful, steering their sound into a sunny indie rock zone. Listening to this feels like experiencing a cotton candy cloud wafting over you. Everything is so light and airy it’s almost intangible, but in a pleasant, sedative way that’s designed to appeal to just about anyone. I like the slight influence of jangle pop in the instrumental even if the song isn’t confident enough to move fully in that (or any) direction.
Like most ILLIT singles, I assume that what initially comes across as underwhelming and undercooked will gradually bloom into the kind of earworm you can’t dislodge from your head. Still, I don’t think this is as strong as last year’s Toki Yo Tomare and certainly not up to the level of a Do The Dance or Magnetic. Instead, it’s a pleasant placeholder that will keep ILLIT in listeners’ ears until the next viral moment comes along.
Hooks
7
Production
8
Longevity
8
Bias
8
RATING
7.75