“사람들은 남 말하기는 좋아해, 남의 인생에 뭐 관심이 많아, 왜?”
The above lines are from a song that has become one of the quintessential songs of the Kpop genre. The lines above translate to, “People have a lot to say about others, why [do you] have so much interest in others’ lives?” The song is, indeed, WANNABE by the famous quintet ITZY comprising the ace YEJI, the songbird vocalist LIA, the charismatic rapper RYUJIN, dancing machine CHAERYEONG, and rapping maknae YUNA. Since their debut, ITZY have had a generational run with songs like DALLA DALLA, ICY, WANNABE, Not Shy, LOCO, Sneakers, Cheshire, UNTOUCHABLE and their recent comeback, Girls Will Be Girls. However, they have also had their share of perils and struggles.
Debuting on the morning bells of February 12th, 2019, ITZY had an explosive start. Debuting with their fierce track DALLA DALLA instantly shot them up to the fastest music show win after debut by a girl-group, which was a record they held for 3 years, and competed the charts with their seniors BTS, BLACKPINK and TWICE. The song’s message was bold, unapologetic, and defiant.
“People look at me, and they tell me, “외모만 보고 내가 날라리 같대요.”
But not only did the track become a personal success, but it also became yardstick for the Kpop genre. DALLA DALLA’s electronic music, chaotic soundscape, rapverses, and dancebreaks became vogue, and ITZY became the greatest inspiration for the 4th and 5th generations of Kpop. Further, ITZY’s next release, ICY, broke the charts and the records, signaling that their music was boisterous, and while it was not everyone’s taste, they were here to stand out. ITZY, henceforth, won the Rookie of the Year Grand Slam because of their influential track, exorbitant stage-presence, vocal talent, and charisma. The Internet hence christened them, “Monster Rookies.”
In 2020, WANNABE, their magnum opus, became not only their most viral song but became a cultural phenomenon. The track perfectly captured the essence of ITZY’s bold and unapologetic identity with its powerful lyrics and infectious choreography. It was an anthem for anyone who refused to conform to the standards set by others to love oneselves.
“It’s none of your business, I do my own business.”
Hence, they dominated the charts and exemplified their motto, “All In Us, 있지,” that ITZY has it all. They are never fortified by a singular concept but always become what their fans, 믿지, want.
Their run continued with Not Shy, in the morning, and LOCO. Not Shy brought a message of bold and self-confident love, wherein In the Morning played on the femme-fatale confidence. LOCO brought back the funky and chaotic sound of DALLA DALLA but with a mature but signature sound.
The shift in their sound came in 2022, with the release of SNEAKERS. People came in with staunch criticism about SNEAKERS as it seemed to be completely away from a sound the people thought ITZY should steer away from. But this is not inherently the mistake of the music.
“상관 없어, call me trouble, or you can call me weirdo, 나로 살고 싶어”
Sneakers brought in the same funky, quirky, and electronic sound of DALLA DALLA and LOCO but with a more playful attitude of Not Shy. It was energetic and had the same message of breaking societal barriers and norms, putting our metaphorical sneakers on against them. The edgy but beautiful lyrics and attractive choreography, however, caused it to be a commercial success, but ITZY’s popularity seemed to waver.
With the release of Cheshire, people started to pay attention to them once again, due to the brilliant lyrics, and inescapable sound and point-choreography. However, the magic that once made ITZY untouchable, seemed to have vanished with SNEAKERS, which undermined the excellence of Cheshire.
With the coming of other Kpop groups like IVE, LESERAFFIM and æspa, which pandered to virality, ITZY—once the trailblazers—were left behind.
But, the true test of greatness is not avoiding the trough, but overcoming it.
“I’m trying to kill my doubt, [but] I won’t deny my fear inside.”
In 2023, ITZY released their album, Kill My Doubt, was an introspective, touching, personal, and mature release. The title, CAKE, brought forth the energetic and quirky sound of ITZY, but the leading b-side BET ON ME was what resonated with fans most. It was raw, emotional, and vulnerable, with lyrics about self-doubt, anxiety, and tears.
To many, it was a love letter from ITZY to themselves and their fans. A more mature concept of self-confidence from their older songs—still confident, but no longer invincible, willing to show cracks but always persevering.
“I’m untouchable, 꺾이지 않은 form.”
In 2024, ITZY released BORN TO BE, marking a significant evolution in their sound and image. Their title track, UNTOUCHABLE, played after their fierce sound and quickly gained traction worldwide. Moreover, their BORN TO BE World Tour spanned 19 countries, signaling their re-rise.
Later, in 2024, with LIA’s return to group activities, ITZY released their 9th mini album, GOLD. The album received a 2x platinum certification, and their title track, “Imaginary Friend,” gained significant interest from fans and lay listeners alike. Its vulnerable, poised, and relatable lyrics felt like a further development from Kill My Doubt, hammering in the evolution of ITZY’s sound of self-love.
ITZY has always been about confidence, but what makes them “different” is how that has evolved. From bold rookies, to seasoned idols confronting their demons. They are never chasing trends, and even in lieu of being mismanaged, they are still here.
They may not be the loudest group in the room still, but they are the ones who have gone through the loudest. And well, they are still not willing to listen to others’ loud critiques and opinions! With their developed sound, new viral songs like Air by YEJI, and a clear hunger to push forward, fans have great expectations from their reclimb to the crest. Because the truth is, once you rule the Kpop game, you never stop being royalty.
ITZY’s Girls Will Be Girls out. Tune into, ITZY’s second Japanese album, Collector, releasing October 8th, with their title-track ROCK AND ROLL.