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ILLIT Reveals the “GRWM” Concept for “MAMIHLAPINATAPAI”

ILLIT Reveals the “GRWM” Concept for “MAMIHLAPINATAPAI”

April 25, 2026

As scheduled for April 7, ILLIT released the concept photos and concept film for “GRWM,” the new visual chapter of the comeback. In the official materials and Korean media coverage, the concept was linked to the members’ everyday lives, focusing on preparation, routine, and small daily moments, in line with the track “GRWM (Get Ready With Me)” already revealed through the album’s tracklist.

After the more playful tone of “PAW PAW,” the “GRWM” phase expanded the visual scope of “MAMIHLAPINATAPAI” and showed that the album would be promoted through clearly different atmospheres. Press materials also noted that the campaign would continue with the next concept, “FREE RIDER,” which had already been signaled in the official promotion calendar.

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