K-pop girl group ITZY has returned with their 11th mini-album "TUNNEL VISION," marking their first release since June's "Girls Will Be Girls" and their debut project following contract renewals with JYP Entertainment. The five-member group, consisting of Yeji, Chaeryeong, Lia, Ryujin, and Yuna, released the album on Monday as they attempt to showcase their artistic growth and recapture the confidence that once defined their sound.

For years, ITZY built their reputation on unshakeable self-belief and fearless energy. Their early hits like "DALLA DALLA" in 2019 and the glossy "WANNABE" in 2020 established them as symbols of empowerment in the competitive K-pop landscape. As Chinese philosopher Sun Tzu once wrote, "Know yourself, know your enemy" – advice that remains relevant in modern K-pop, where a group's self-defined image and confidence can determine their survival in the industry's cutthroat environment.

However, ITZY has struggled to recapture that initial spark in recent years. Their latest projects, including "GOLD" and "Girls Will Be Girls," have relied too heavily on familiar formulas featuring bold declarations and chant-heavy hooks while lacking the impact of their earlier work. This pattern has left fans and critics questioning whether the group can evolve beyond their established sound.

"TUNNEL VISION" arrives with clear intentions: to refocus, evolve, and prove that ITZY still understands their identity. Unfortunately, the album's execution raises questions about whether the group and their production team truly know who they are anymore. The title track, produced by global hitmaker Dem Jointz – known for his work with major K-pop acts including BLACKPINK's Jennie, NCT, and aespa – begins with promising experimental textures that suggest sonic reinvention.

Despite its thrilling opening, the excitement quickly fades as "TUNNEL VISION" falls into predictable patterns. The song collapses into familiar territory with chant-like hooks and a chorus that aims for anthem status but ultimately falls flat. The repetitive "Ah-yah, ah-yah" refrain, intended to sound hypnotic, becomes numbing instead. The track lacks the cathartic release that great pop songs deliver, circling around its own concept while becoming so fixated on its message that it forgets the music itself.

The song seems more concerned with explaining ITZY's focus than allowing listeners to actually feel it. This represents a troubling shift for a group once known for explosive confidence – they now appear to be turning inward, fighting to justify themselves rather than simply expressing themselves naturally. The contrast highlights how far the group has drifted from their original formula of effortless self-assurance.

Despite these shortcomings, moments of brilliance still shine through the album. Ryujin's distinctive husky lower register cuts through the mix effectively, giving her rap verses a sharpness that commands attention. Lia, typically recognized for her bright vocal tone, demonstrates a more nuanced side that reminds listeners of the group's impressive range. Meanwhile, Yeji, Chaeryeong, and Yuna each contribute their own contrasts with controlled dynamics, proving that the individual skill and group chemistry remain intact.

The frustration lies in how rarely these talents are allowed to breathe within ITZY's increasingly formulaic production framework. The members themselves are compelling artists with distinct voices and personalities, but the music often fails to reflect this truth. This disconnect between the group's potential and their actual product continues to widen with each release.

The timing makes this struggle even more disheartening, particularly as JYP Entertainment's junior girl group NMIXX appears to have found their rhythm. After some initial uncertain steps, the younger group has begun successfully bridging experimentation with approachability, as demonstrated in October's "Blue Valentine" – a track that captures both brightness and emotional warmth. This success story within the same company makes ITZY's current struggles more apparent.

Telling signs of this disconnect emerged during ITZY's fan meeting event in September, where individual performances and solo covers went viral online while their official tracks failed to generate the same buzz. This phenomenon suggests that audiences are more drawn to the members' individual artistry than to their collective official releases, highlighting the gap between personal charisma and musical direction.

Ultimately, great pop music doesn't need to explain itself – it simply resonates with listeners on an immediate, emotional level. While "TUNNEL VISION" represents another ambitious attempt by ITZY to define their focus and artistic direction, the group still appears to be navigating through the tunnel rather than reaching the light at the end of it. Until they can bridge the gap between their undeniable talent and their musical output, ITZY may continue to struggle in their search for the clarity and impact that once made them stand out in the crowded K-pop landscape.