Kitsch (song)

"Kitsch" was announced as a pre-release track for IVE's first studio album I've IVE, following the success of their earlier singles "Love Dive" and "After LIKE". The song was released digitally on March 27, 2023, by Starship Entertainment, with the album following on April 10, 2023. The track was written by members Gaeul and Rei, alongside producers Ryan Jhun and others, marking a rare songwriting credit for the group members. The release was accompanied by a music video that showcased a bold, retro-inspired aesthetic, drawing comparisons to 2000s pop culture.

Musically, "Kitsch" is a synth-pop and dance-pop song with a driving beat and a catchy chorus, featuring a blend of electronic and brass elements. The lyrics celebrate individuality and self-confidence, with the word "kitsch" used as a metaphor for embracing one's unique, unconventional style. The song's structure includes a spoken-word intro and a pre-chorus that builds tension before the explosive hook. Critics noted the track's "addictive" melody and its departure from IVE's previous elegant concepts, showcasing a more playful and confident side.

"Kitsch" debuted at number 13 on the Circle Digital Chart and later peaked at number three, becoming IVE's sixth top-ten hit in South Korea. It also topped the Circle Download Chart and was certified platinum for streaming by the Korea Music Content Association. Internationally, the song charted on the Billboard Global 200 and was included in several year-end lists by publications like NME and Dazed. Critics praised its production and the group's versatility, with some calling it a "bold" and "refreshing" addition to their discography.

Despite its success, "Kitsch" was initially met with mixed reactions from some fans who expected a more traditional IVE sound, but it quickly gained traction. The song's music video features a cameo by South Korean actress Kim Ji-won, known for her role in the drama Crash Landing on You. Additionally, the track's choreography includes a signature "kitsch" hand gesture that became a viral dance challenge on TikTok. The song was also used in the soundtrack of the South Korean webtoon-based drama My Lovely Liar in 2023, further expanding its reach.

Circle Digital Chart

The national record chart of South Korea, compiled by the Korea Music Content Association.

Pre-release single

A single released ahead of an album to generate anticipation, often not a lead single.

Platinum certification

An award given by a music recording industry for selling or streaming a certain number of units.