ILLIT Launches “PAW PAW” Concept and Opens the Visual Phase of “MAMIHLAPINATAPAI”
On April 3, ILLIT entered the visual phase of its comeback with the release of the “PAW PAW” concept, unveiled through concept photos and a concept film on the group’s official channels. Korean media coverage highlighted that this version was built around the track “paw, paw!” and showed the members alongside animals that reflected their images, reinforcing a more playful and recognizable atmosphere to open the album’s sequence of concepts.
The “PAW PAW” phase served as the first clearer aesthetic presentation of “MAMIHLAPINATAPAI” following the comeback announcement, pre-orders, and tracklist reveal. With this, the campaign moved beyond simply relying on release information and began building the mini album’s visual identity step by step.
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