Itzy's English EP Not Shy Is An Electric Reintroduction

By Lai Frances


“English queen!” That’s what a fanboy in the audience enthusiastically yelled soon after Ryujin introduced herself in my native tongue while in our live interview at Build Series in January 2020.


At the time, Itzy, whose name is a play on the Korean words “to have it all,” was far less than per year old since their debut in February 2019, yet the order had already amassed a staggering roster of accomplishments, damaged records, and awards under their belt; including the fastest rookie sort to win a music show (nine days from their debut) as well as a handful of Best New Artist awards, all while capping the year with a showcase tour in Asia and the United States.


While in the same interview, Yeji, Lia, Ryujin, Chaeryeong, and Yuna surprised viewers by answering a majority of the inquiries in English language, widening the eyes of the in-studio audience and invoking excitement from viewers worldwide. The moment was later included in a fan-made English compilation video on YouTube that has more views than the conversation itself.


While 2020 delayed plans and canceled concerts, that did not stop the JYP Entertainment quintet from releasing their viral chart-topper “Wannabe” last March, followed by the confident “Not Shy” that summer. The categorize used the pandemic to their advantage to produce thorough video interviews and dance-practice clips showcasing different dance breaks between promotional cycles. The order managed to do weekly — some days day-to-day — livestreams through the the South Korean streaming platform VLive and communicated with fans in Korean and English language, often mentioning how they were studying and practicing their English.


Little did fans know, Itzy was going to welcome 2021 with a four-track all-English EP Not Shy consisting of all their lead singles (“Dalla Dalla,” “ICY,” “Wannabe,” and “Not Shy”), out today (January 22).


It's 7 a.M. In New Jersey and 10 p.M. In South Korea when the quintet appears on Zoom. Sitting in the front row in full glam despite the late hour is Yeji, Lia, and Yuna; beyond them sit Ryujin and Chaeryeong. Exchanging greetings and the long-established “happy new year” in English, the group’s tone is energetic and bright.


“We’ve prepared them in English language because all of our fans have given us so much love and support, so this is our way of repaying the passion our Midzy have given us,” Itzy’s leader Yeji says with Lia and Yuna to her left. Pointing to the music video for “Not Shy,” the album’s lead single, Ryujin says, “This is actually us thanking our global Midzys and this is our way of growing closer to them, so that’s why we prepared this album.”


Considering the improvement in the members’ English in the lead-up to the EP, Itzy’s entrance into the Western market was a consideration in its production. “We aspire to, of course,” Itzy’s main vocalist Lia responds. “It’s not intended for that [entering the Western market], however if we get a chance for that, then we’d love to! We’ve routinely wanted to. Maybe once everything gets better?”


The English EP follows the releases of fellow JYP labelmate Twice right after releasing English singles of “More & More” and “I Can’t Stop Me” last year. Other acts who’ve gone by means of the Korean-to-English release trend in 2020 were Loona (“Star”), CLC (“Helicopter”), (G)I-DLE (“Oh My God”), and several more.


“I think several K-pop artists make English versions since English language is a universal language,” Itzy’s sassy dancer Chaeryeong says. “As K-pop has increasingly global fans, I think this trend will grow bigger.” The group’s bubbly youngest, Yuna, chimes in soon after, “Artists can have a new experience recording English versions, and fans can appreciate and understand the lyrics more too.”


British production duo LDN Noise, who helmed the group’s popular B-side “Surf” alongside some of K-pop’s top talents (Twice, SHINee, f(x), EXO), agrees to Itzy’s sentiments. “Any time K-pop can reach a new audience, it’s routinely a plus,” songwriter, producer, and DJ Greg Bonnick says. “Once your eyes are open to the K-pop world, folks are super intrigued and hopefully here to stay as fans.”


While the trend is inevitable as K-pop grows as a world phenomenon, Isabel Chi, A&R and Management for One and Saint Leonard, reminds us that incorporating a line or two in English language is nothing new in Korean music.


“The rise in popularity of full English versions of songs has to do with acceptance into mainstream Western media,” Chi says. “While K-pop fans and those already interested in option music have no problem listening to songs in Korean, I think that making songs only in English language is a try to prepare the genre more palatable to the masses who require a segue into the genre. Songs in any language open up that market to the artist — Selena Gomez just released her first all-Spanish track, K-pop groups have consistently made all-Japanese albums — and I do think the main objective of labels is to tap into a yet-unreached market.”


Yet global recognition is more of a nice than a must for Itzy's future aspirations. “Since the U.S. Has the largest music scene, it’d be a wonderful achievement to have several people know and listen to our music through our new English album,” Lia says. Rather than give attention to future opportunities, the five members desire to prepare their story heard through their music — and by as several listeners as possible. “Our songs have messages of self-confidence, and we hope our English listeners will have the ability to hear it with our English language songs,” Ryujin adds.


“The only thing that matters is the music feels and sounds good. We don’t need to conform,” Bonnick says.


One of the initial Korean artists to promote while in the pandemic last year, Itzy has successfully taken advantage of using their time at the dorms to not only create content nevertheless study, practice their language skills, and communicate with their fans. Yeji, who doesn’t deny feeling a bit of pressure learning and performing in English language, has tremendously improved alongside Ryujin, Chaeryeong, and Yuna, who aren’t native speakers.


“English is confidence,” Yeji says with a laugh, remembering a past relay interview where the categorize was asked to imitate the phrase “cuteness overload.” She adds, “It was tough, nevertheless it was also fun. I also took a lot of one-on-one and categorize lessons, and I had homework. I'd like have the ability to speak to global Midzys in English. I try my best, although I’m not perfect!” Ryujin rapidly swoops in to compliment Yeji: “She’s certainly become more confident right now and she’s improved a lot.


Lia, the group’s native English language speaker, talks proudly about how speedily her bandmates picked up on a new language, to the point that the group’s on and off-cam conversations are spoken in Konglish (a hybrid of Korean and English. “It’s become a categorize kind of a bad habit,” she jokes because the categorize nods and giggles. “What I felt while living with the ladies is that their English has improved a lot! The members attempt to speak English language in the dorms and even while practicing.”


Yet once it comes to singing for this new album, there’s really no shift in the core messages of their sound. Chaeryeong, nevertheless, did notice a change in her tone. “In my case, my voice becomes deeper Once I sing in English, so I attempt to keep my energy up,” she notes. Out all of the four tracks, she believes “Not Shy” sounds stronger in English, to which all members agree.


Just several weeks shy of their second year with each other, Itzy has plenty of objectives for their year ahead. Getting closer together is Ryujin’s, “revealing some new and professional vibes” for Yuna, and for Lia, to work harder. “We still have a lot to do,” Lia says. “I don’t know what’s waiting for us, however we’re excited for it. We’re scared, although whichever it is, I’m sure we’ll have the ability to go through it.”


Whichever the outcome, there really is no denying Itzy have transcended their “monster rookie” moniker and become the “monster girl group” of South Korea — and soon, the world. Soon after all, they are Honorary Ambassadors of the Korean Tourism Organization.) Having seamlessly transformed into one of the nation’s top groups, the new EP proves that music and successfulness have no borders.


“[Success is] different for each person, although personally, I think I achieved it,” Lia says with a trustworthy look on her face as her fellow members were in deep thought. “My standards aren’t that high, happiness and successfulness isn’t something that should be high, so to be here with my members and all of the fans that love us is already so much success and happiness.”


“I think that there’s no boundary in success," Yeji adds.“So While I try and achieve my objective, I feel successful every time.”