'It's Rice' ILLIT Appointed as Nonghyup 'Rice Consumption Promotion Ambassador' [Official]

*This content was translated by AI.

Girl group ILLIT has been appointed as the first "Rice Consumption Promotion Ambassador."

ILLIT (Yun Ah, Min-ju, Moka, Won-hee, Iroha) will launch a rice consumption promotion campaign titled [Like me, like Rice (미): It's Rice] in partnership with Nonghyup Economic Holdings (hereinafter Nonghyup). The campaign aims to convey the new value of Korean rice to the MZ generation and spread a healthy food culture.

As the first "Rice Consumption Promotion Ambassador," ILLIT will engage in diverse activities across both online and offline platforms. First, an entertainment content featuring members visiting farms in Dangjin, South Chungcheong Province, to experience rice planting will be released through ILLIT's and Nonghyup's YouTube channels by mid-July. Additionally, the group will encourage MZ generation participation through a "Breakfast Eating" SNS challenge and continue interacting with the public by showcasing the "Happy Rice Meal Car," featuring menus selected by ILLIT members.

ILLIT's special connection with rice began with their mini 4th album title track "It's Me." At that time, they produced an advertisement titled "It's Rice," comparing the song title to rice (), which sparked widespread attention. Nonghyup took notice of the video where members appeared as models for "It's Rice" rice bags and danced cheerfully in the middle of a rice paddy. Since then, Nonghyup has maintained steady engagement with ILLIT, including leaving comments on the group's official account and sending meal cars to music broadcast venues to show support.

Nonghyup stated, "It is very meaningful to launch a campaign that spreads a healthy rice food culture together with ILLIT, who possess positive energy, and provide assistance to Korean farmers. We hope that future key consumer groups will discover themselves as 'special individuals who eat rice' and voluntarily join hip eating habit challenges."

Meanwhile, ILLIT's "It's Me" continues to perform well on domestic and international charts. Released over two months ago, the song has firmly secured a top position on major domestic music platforms and has remained on Billboard's "Global 200" and "Global (Excluding US)" charts for eight consecutive weeks.

ILLIT will continue expanding its global popularity by releasing all tracks from their second Japanese single album "I Got Your Back" on the 26th. The physical album will be released three days later on the 29th. In August, the group is scheduled to participate in major Japanese festivals including "Mezamashi WANGAN Festival" and "LuckyFes '26."

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*This content was translated by AI.