Le Sserafim, ILLIT Unite for "Cat's Eye" Project

Girl groups Le Sserafim, ILLIT, and KATSEYE are launching a joint project. Source Music, Belift Lab, and HYBE-Geffen Records, all under HYBE, announced on May 8th via the fan community platform Weverse, "The digital single 'ICONIC BY MISTAKE,' a collaboration by the three groups, will be released on the 12th at 1 PM." This project is drawing attention because, unlike the usual method of selecting members from each group, all three teams are participating as complete groups.

The three groups have previously interacted and built camaraderie through challenge videos and other activities. This collaboration is expected to create explosive synergy by combining the unique characteristics and strengths of each team. A logo motion video, hinting at the new song's atmosphere, begins with a serene feather motif before the screen shakes, delivering a twist with the powerful lyric "​I’m iconic by mistake," heightening curiosity.

A joint stage performance is also planned. The three groups are scheduled to appear on Mnet's music program 'M Countdown' on the 11th to unveil the new song's performance for the first time. Their agency stated, "We plan to present various content and stages to welcome the summer."

Each group has already proven its strong influence on global charts. Le Sserafim's second full album 'PUREFLOW pt.1' reached number 10 on the US 'Billboard 200,' setting a record of five consecutive albums entering the 'Top 10.' ILLIT's mini-album 'MAMIHLAPINATAPAI' hit number 26 on the 'Billboard 200,' marking their personal best performance. Their debut song 'Magnetic' became the first K-pop debut song to enter both the Billboard 'Hot 100' and the UK's 'Official Singles Chart Top 100.' KATSEYE has also had multiple songs chart on the Billboard Hot 100 and won three awards, including 'New Artist of the Year,' at the 'American Music Awards' in May.

This collaboration is being evaluated as a demonstration of the strengths of HYBE's 'multi-label infrastructure.' It presents a collaborative model that leverages synergy by combining top assets while maintaining the independence of each label. It is analyzed as HYBE's strategic move to target all global demographics. Furthermore, it goes beyond a simple special performance, taking the form of official album activities with a formal digital single release and music show promotions, indicating K-pop's intention to preempt the global music market through 'brand alliances.'