The 'It's Me' Connection Worked: ILLIT Appointed as NACF's Ambassador for Rice Consumption Promotion

The situation
ILLIT has been appointed as the ambassador for the National Agricultural Cooperative Federation's (NACF) rice consumption promotion. This move is likely a result of their viral hit "It's Me", which has been a significant factor in their rising popularity. The appointment aims to boost rice consumption among younger generations.

What the internet did with it

• — "guess the *눈치 (social awareness, intuition) paid off, they're really trying to get the younger crowd to eat more rice"
• The NACF has been struggling to increase rice consumption among young people, and ILLIT's involvement is seen as a strategic move to appeal to this demographic.
• On Theqoo, the reaction was generally unbothered, with some users questioning the effectiveness of using a K-pop group to promote rice consumption.

The open question
The specifics of ILLIT's promotional activities and the expected outcome of this partnership have not been disclosed, leaving the details of their ambassadorship unclear.