The Korea Times
In K-pop, the album is no longer just something fans collect. It has evolved into something they use, incorporating music into their daily lives through practical items. Long a cornerstone of the industry’s revenue model, physical albums have survived the streaming era not by combining with digital platforms, but by changing form. What began as CDs bundled with photobooks, posters and randomized inclusions evolved into merchandise such as keychain albums. Now, a new phase is taking shape, one that pushes albums beyond mere display value and into everyday utility. Belift Lab’s girl group ILLIT offers a clear example of that shift. Ahead of its April 30 return with the EP “MAMIHLAPINATAPAI,” the group unveiled a dog-shaped gua sha version of the album, including a functional self-care tool with the upcoming release. The object retains its real-world use while carrying the group’s visual identity. According to the agency, the idea was designed to reflect the B-side track “GRWM (Get Ready With Me),” with the gua sha evoking a beauty routine. The dog-shaped design also nods to a
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