JYP groups have always achieved great success in Japan and that has expanded to the agency’s very own J-pop acts NiziU and NEXZ. ITZY haven’t had quite as many promotional opportunities in this market as their agency peers, but new single Algorhythm continues their push.

For me, the most notable aspect about Algorhythm is its title. The play on words tickles me in a way I wish the track itself did. The music feels akin to what I’d expect from early Twice or NiziU — bubbly and bright and a little quirky. The instrumental bops along percolating electronics and the occasional well-placed flourish that recalls the retro sound effect you’d hear when your character died in Super Mario. Overall, the production is upbeat and fun, perched somewhere between K-pop and J-pop tropes. I’m not sure about the disarming switch-up during the bridge, but at the very least it supplies a brief spike of surprise.

Though the production is satisfying on its own, the melodies underwhelm. This sing-song quirkiness doesn’t feel like ITZY’s strength. They’re much better off on a ferocious banger like January’s Untouchable. Attitude and fierceness have always been a distinct calling card for the group, and once you strip that away you’re left with an adequately performed pop track that could have been delivered by just about anyone. I’m afraid that’s where we’re at with Algorhythm, delightful pun notwithstanding.

Grade: C