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Girl group ILLIT has been appointed as the official ambassador for a campaign promoting rice consumption.

Partnering with NongHyup Economic Holdings (hereafter "NongHyup"), ILLIT will lead the "Like me, like 米 (Mi): It's 米" campaign. ("米" is the Chinese character for "rice" and is pronounced mi in Korean.) The campaign aims to introduce the new value of Korean rice to the MZ generation (Millennials and Gen Z) while encouraging healthier eating habits.As the first-ever "Rice Consumption Promotion Ambassador," ILLIT will take part in a variety of online and offline activities. In mid-July, a variety content video featuring the members visiting a farm in Dangjin, South Chungcheong Province, and experiencing rice planting firsthand will be released on both ILLIT's and NongHyup's YouTube channels.

A NongHyup representative stated:

>"It is very meaningful for us to work with ILLIT, whose positive energy aligns with our goal of promoting a healthy rice-based food culture while supporting Korean farmers. We hope future core consumers will discover the joy of 'being someone who eats rice' and voluntarily participate in this trendy healthy eating challenge."

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According to BELIFT LAB, the new single tells the fresh and heartfelt story of girls who grow step by step while navigating countless worries and challenges. The release will contain three tracks, including “Sunday Morning,” the opening theme song for Season 2 of the TV anime 'Tis Time for "Torture," Princess, which was unveiled in January, as well as other songs showcasing ILLIT's diverse charms.

In particular, anticipation is growing as the album will also be released in a special collaboration edition with Japan's renowned fashion magazine FRUiTS. Beyond music, ILLIT has established itself as a trend icon among younger generations in fashion and lifestyle, and the group's distinctive aesthetic is expected to strongly appeal to Japanese fans.

https://m.entertain.naver.com/now/article/109/0005553637