I'LL-IT is HYBE's newest girl group. Courtesy of Belift Lab

HYBE is looking to extend its string of recent success in launching new girl groups with the imminent debut of I'LL-IT to cement its reputation as a rising girl group powerhouse.

I'LL-IT is the first girl group to be produced under HYBE's sub-label Belift Lab, with its members having been selected at the music competition program "R U Next?" on JTBC earlier this month. The contestants were each given various challenges and tasks, with Wonhee, Youngseo, Minju, Iroha, Moka and Yunah chosen in the final vote among viewers and Belift Lab, signaling the formation of a six-member girl group under the name I'LL-IT.

While the group's debut date has yet to be confirmed, its individual artist profiles are already available online and official social media channels are up and running for fan engagement. These developments suggest that the group's debut is on the horizon.

I'LL-IT is the latest player in a crowded market of fourth-generation K-pop girl groups, and fans are eager to discover what unique qualities the group will bring to such a competitive landscape. I'LL IT will become HYBE's third girl group to debut and will have high expectations to meet considering the success of its two predecessors.

Those two happen to be NewJeans and Le Sserafim, also launched by sub-labels of HYBE last year. They have both become global sensations since debuting, establishing themselves as leading figures in the fourth-generation girl group category. The success of I'LL-IT will give HYBE a powerful lineup of fourth-generation idol stars that may even allow it to leapfrog ahead of other major agencies with a long history of managing some of K-pop's most iconic and recognizable girl groups.

I'LL-IT's biggest advantage heading into its debut is that they've already built up notable recognition and a fan base following its participation in "R U Next?" Its familiarity among K-pop fans may give it a significant leg-up over the competition. I'LL-IT is also a multinational group composed of Korean and Japanese artists, presenting opportunities not only in Korea, but in international markets as well.

However, I'LL-IT is not without controversy. Wonhee and Youngseo were selected to join the group after coming in first and second in the "R U Next?" fan vote, but the other four members were handpicked by Belift Lab from among the trainees who made it to the final round, regardless of their vote tally.

This plan was not disclosed in the early stage of the competition, with some fans becoming upset and feeling that their votes should have counted for more. The decision by the agency to pick four members for the group without fan input triggered a backlash, especially as there were several contestants who were very popular among viewers, but didn't make the cut.

This has led to doubts about whether I'LL-IT's member composition and lineup will appeal to K-pop fans. With four out of the six members having been chosen through a top-down decision by the agency, I'LL-IT has a challenge on its hands to win the hearts and minds of potential fans.

Hong Hye-min (hhm@hankookilbo.com) is a reporter at The Hankook Ilbo, a sister publication of The Korea Times. This article, previously published in The Hankook Ilbo, has been translated as part of a news-sharing program.