HITGS debuted as a kiddie group with catchy but cloying material. They’re still quite young, but their work has grown more palatable with time. Today, they’re back with digital single Gulliver, chronicling a crush on a guy with that same name. I wonder how common it is to find a guy named Gulliver in Korea (or anywhere, for that matter)?

One thing that’s definitely common is the sound of this song. Gulliver takes a few well-worn girl group tropes of generations past and smooths them out to fit the easy-listening taste of this moment. In different producers’ hands, Gulliver might be the kind of fizzy, chiptunes-infused fare that built the discographies of acts like Lovelyz and Oh My Girl. There’s a huge gap in the market for that material, and HITGS would do well to fill it. Instead, Gulliver barely commits to anything. Its bouncy melodies and bright energy are enjoyable, but the instrumental washes away any unique attributes in favor of a soft nothingness. It’s almost a coffeehouse take on this beloved K-pop sub-genre.

Grade: C