The Kulture Study: ILLIT 'Cherish (My Love)' MV 

felt a little underwhelming for a tt at first but now i been absolutely obsessed.... especially Minju's "if you if you if you love me or not" is living rent free in my head

The part where wonhee is lying down while the others are sitting then becomes giant, wonhee is the wisdom tooth. Idk where they show it but there is an xray showing the sarangnee and its in the same position as wonhee laying at an angle. The other members are teeth. Then when wonhee gets bigger it means the wisdom tooth has grown/popped out. Hope that makes sense

I dont have anything against teeth but I did flinch HOWEVER this song has been stuck in my head since its been released. I love it. The MV is cute. The song is cute. Everything is just cute and adorable and this song is a major earworm for me. My personal preference, I like it so much better than their debut.

I just can’t get over the concept of the MV they sing “cherish my love” love (Sarag) and them being fascinated, overprotective and “cherishing” their wisdom teeth (sarangnee) but them at the end wonhee giving out the tooth (love) to that one person… as well as their liminal space concept idk I just love it so much

I literally can’t get this song out of my head, I’ve just had it on repeat since the day it came out. AND the album is SOOOO good ughhh! ILLIT killed it.

Yes, it is so Illit, their signature or aura.

I think it's way better than their debut, I can see the improvement! And I'm not mad that Minju and Wonhee dominated the track cause their voices fit really well. Also, Yunah's voice adds a nice amount of depth to the song that I appreciate a lot

The whole album is so good. I have been listening to it all day. No skips.

At 15:32 the member you like is Minju. For me personally I feel like this song was practically made for her. Her voice is extremely addictive on this track.

아일릿 좋게 봐주시고 사랑담긴 리액션 감사해요 ❤❤

I really like the humour in this. It's very unique, it's not a comedy show, the way it's funny is so... gen z. The absurd, weird, out of pocket stuff in this made me giggle more than once. Also, the one with the intense gaze is Moka, and it seems to be her speciality as she always has a captivating gaze like that.

15:24 yeah Minju's voice is magical, i looove her tone. She sounds sooo good in the SBS radio live version

the visual and concept for the mv is so pretty, its one of my favourite that ive seen in a long while!

Luna Hyun is their choreographer. She's from 'Alien' (korean dance studio) and has been awesome dancer, teacher and projects maker for many years in this studio. Back in times, famous worldwide, she with teamgirls breaking the korean system (or destroying the system iykwim 😎). Especially with old ones videos. Golden times!! *shedding tear*

13:41 That's Moka-chan, Illit's stage presence and facial expression Queen, no wonder she stands out to you too. 😅 Moka's fancams were always a pleasure to watch. 🥰😂

Ahh I’m so glad you’re reacting to ILLIT 🥹🫶🏼

Minjus voice makes the song what it is!!!! ❤❤ its been stuck for days. 😅

Glad you checked this out and totally agree about them establishing an intensity in their choreo.

Illit is amazing and I'm really gonna have to check out the recording of the song because I love the way they each bring the vocals and ad-libs together while the chorus comes in

Hopefully they'll continue this behind the scenes/dream core concept in the future, it's really original

I really think Yunah's voice is very special and has great potential！！

Been waiting for his reaction! 😉

2:39 will live in my brain forever, this is their best song so far

this song is fire

My fav mv of this year so far

Ohhhhhhh. See I love to watch your content because in addition to the PD information you have to explain how things are shot, etc. I LOVE that I get to understand the concepts and storytelling even deeper when you explain the Korean meanings to me (insert memory of Stray Kids' LALALALA). Knowing the wisdom tooth is called the Love tooth makes wayyyyyyy more sense and is even cuter now! I like that analogy too, heartache and toothache. (Though I can't relate because mine were impacted so surgically removed before they caused pain or problems).

That's my bias Moka 13:38 I love her vocals and performance in this mv for sure.

Cherish is really catchy but personally I like Tick-tack more👏🏻

Minju and moka are my bias, minjus voice is amazing and moka grew on me from watching behind the scene and reality stuff

The rap in The second verse is chef’s kiss

you’re killingggg these reactions lately!!! thank you! always my fav!

Thank you for checking out ILLIT and supporting out girls❤❤ And you absolutely need to recognize Minju!! She's one of the top visuals and vocalists in kpop right now! In my opinion she is the best female vocalist in HYBE💕💕

Minju shined so much with her voice in this one!!! Also, this concept reminds me of Rumpumpumpum lol but just the concept of first love/wisdom tooth

I love this song and concept :)

i love the whole album 💗

I saw Wonhee's part where she's a giant as a sign of her growing up after she lost her saragnee.

Honestly i like this song more than magnetic

P.D. - For your own enjoyment, I recommend checking out Minju's appearance on Lee Mujin's program. I was really impressed

The line distribution is awful BUT this song was the perfect choice for the title track. Choosing a softer and deeper song was such a good choice, it fits their voices sooooo well. Like it's just straight velvet.

창의적 이고멋진노래로이어진다는것이쨩입니다.👏👏👏👍

Obsessed with this song!

@13:49 that's MOKA! ❤❤❤ and yes @15:34 is Minju's voice She has that YG vocal tone, of similar to Rose

Illit has bangers, I think I've already listened to Cherish more than Magnetic.

Lil bit of context for the MV, 'Sarangnee' in Korean means wisdom teeth, which also symbolize 'first love' there cause wisdom teeth usually grow between the ages of 18-25, around the first time we start developing feelings for someone. Plus, the pain we feel when wisdom teeth grow is often compared to the pain of a first heartbreak. That’s why in Korea, they call wisdom teeth 'love teeth' or 'Sarangnee'

I dig this song a lot too ❤

4:31 From left to right : Minju, Iroha (Maknae), Wonhee, Yunah (Leader) and Moka.

ILY IROHA BEST MEMBER

I'm a little disappointed that they didn't allow Slow Rabbit creative control on this EP like their debut, that guy literally never misses really and Magnetic was close to a magnum opus. I'm not saying this EP is bad by any stretch, but I really like his production catalog.

Purple kiss on my bike next please 😭🙏

I love this break down I stopped at the same part, the arm dance thing lol. Moka is the members name. Minju is redhead here. I agree about the choreo language.

Chorus is catchy as hell 2nd Verse in Yunah's part was seductive, idk but that's what I felt lol Ngl it grow on me, at first I only like the catchy chorus but the more I listen to the song, I start to appreciate the other parts. 😊❤

I dont know why people hate this song. It's such a fun and easy to listen to song

It has the catchiness of "Nobody" by Wonder Girls.

Kep1er's Tipi-Tap is out on November 1st! please film your reaction to the music video😍

all I can say it's nostalgic and reminds of some older time songs

Idk just my thought but Sarangnee

I'll be honest, I thought there was something sinister happening at the beginning of this MV and I totally thought that was a knife. You were not alone, lol. Anyway, this song is so sweet to me. The music has a wistful vibe that stays with me. The MV is just so quirky I think it can hold your interest through multiple viewings. I like it. These girls are on a roll.

Thank you 🩷

concept-wise i was immediately reminded of f(x)’s 첫 사랑니 (rum pum pum pum), which i’m a big fan of. i love how much this mv commits to the love/wisdom tooth concept and in such a curiously charming and creative way; i’ve always been partial to mvs that utilize visuals of a more odd variety, haha ^^ 🧡 to me this feels more grounded than magnetic, like i can see the group’s colors shine a lot more brightly with this release. i really enjoyed it, and your review of it as well.

Orange haired girl is Minju; the girl you liked is Moka. I'm surprised you didnt watch RUNext, it was a journey truly. I really like their album so far. The music video is so quirky, odd and fun!! Honestly it screams OG kpop to me.

7:47 it is Iroha's line "저 멀리서도, oh (oh), my (my) gosh (gosh) 끌어당겨, you're my crush, 초능력처럼"

❤❤❤

You’re right about the room looking like teeth haha I love it.

I would love for you to check out their Lucky Girl Syndrom MV! And their ILL LIKE YOU ALBUM! Im obsessed!

React to their other songs I’m Pretty and Tonight I Might. Both have lyric videos.

100% agreed, not as catchy but I also like it more , it’s catchy enough that I want to hear it but not so much so that it’s an ear worm I think im gonna dislike if I hear it too often

This type of romantic but mellow beat reminds me a lot of Kiss Me More by Doja Cat

I can be sure to say Cherish is so good and lovely even though I will not expect them to surpass magnetic

Minju can sing duhh she's former YG trainee.

Yep I agree it's less catchy but it's more chill than Magnetic imo.

Hello PD, thank you for this review on Illit. Can you review PURPLE KISS comeback ON MY BIKE next please!

THE BOYZ TRIGGER NEXT PLEASE❤

tbh if you listen to the mini, i personally feel that tick tack should’ve been the title, it would have been such a nice follow up song to magnetic to establish a signature sound to them

Would love to see you react to Misamo’s newest song Identity! The MV Quality and sound is so different from anything both them as a subunit and Twice have ever done imo😍🔥

Minju = red hair, Moka = brown hair

This song is like a 3 member song.. justice for yunah and moka

PD PLEASE PLEASE REVIEW MADEIN's comeback. Both songs are SO GOOD!!! I'M BEGGING 😭😭😭

I now realised that they were planning to go in this route even before the start of their survival show. That's why Jeemin,Jiwoo,Jeongeun,Jiyoon were scrap from it. But I still like this too

the song is a grower

I feel like I’m the only one that thinks this song sounds scary 😂 the melody is really eerie when you take the instrumental away

Hi PD! Please react to Jaehyun's latest single: Unconditional! I'd love to see your reaction to that! Hehehehe. Thank you

11:37 shining mouth scene with red curtain looks like a Caravaggio painting. Lol

This all feels a little rushed and as such underwhelming on the first listen. I think this may have been an album track orginally, not a main drop. It's just a feeling I get. It's more of a laid back sounding kpop gg track. This is in no way a reflection of the girls talent because they are talented.

i havent finished the video yet so i dont know if you saw this at some point, but the video was directed by Digipedi because of course it was haha, who else would do a video like this in kpop? this video is kinda reminiscent of Fromis 9's Love Bomb and Fun, Gugudan's Chococo, Oh My Girl's Liar Liar, Orange Caramel's Catallena, Pentagon's Naughty Boy, and any other Digipedi video that involves a weird, unconventional concept and visual motif that is iterated on in lots of different ways. the uses for teeth and tooth-related imagery in this video are so creative, like the different ways that Love Bomb uses bombs, Chococo depicts craving chocolate, Naughty Boy depicts frogs, etc. everyone loves Digipedi for their use of strong, bold, primary colors, but i think their interesting and unique concepts are what set them apart the most

THE BOYZ TRIGGER PLEASE

Is there a video of him reacting to magnetic?? I can’t find it

i hope you react to lucy recent release "villain"

V's Fri(end)s please

Did you reacted to magnetic? Or it got deleted or restricted on my country?

18:32

ㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱㄱ

all I can think about is chia pets😂😂😂

Can you react to fifty fifty - Gravity?

TWİCE MEGAN REMİX REACTİON MİSAMO İDENTİTY REACTİON PLEASEEE

the sequel to Rum pum pum (first wisdom tooth) by f(x)

i think they are trying to make magnetic 2.0 but they failed the song is to short but still addictive cuz its repeatable just like magnetic

PLEASE REACT TO IMAGINARY FRIEND BY ITZY

They’re trying to go for the catchy Magnetic chorus but failed..

Creepiest mv I've ever seen. The concentration on teeth. Yuk. Then the pregnancy sticks? When taken out of their mouths with hearts on them. Yuk, yuk, yuk. The robot has a red heart for a womb? Yuk.