ITZY is back for the group’s first comeback of 2021, and their new sound is already turning heads. During the media conference for Guess Who and the accompanying title track, “Mafia In the Morning”, the ITZY members revealed how JYP Entertainment founder J.Y. Park helped them through the creative process.

While fans were originally confused about the origins of the song’s title, the members clarified that “Mafia In the Morning” is based on the popular party game “Mafia.” In the game, which is very popular in South Korea, players split into two teams—the mafia team must “kill” off the other players and hide their identities while the rest try to catch them out. Similarly, Yeji explained that “Mafia In the Morning” is about hiding your emotions to win your crush’s heart.

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| JYP Entertainment

This isn’t ITZY’s first song about love, but it definitely represents another new sound for the group. To guide the group through the creative process, JYP Entertainment founder and co-producer of “Mafia In the Morning” J.Y. Park helped ITZY with the recording process.

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| JYP Entertainment

Lia revealed that this was the first time J.Y. Park participated in recording direction for the group, despite co-writing one of their past songs, “ICY”, too. According to the main vocalist, he gave the members a lot of advice. “For instance,” Lia explained, “When we were inside a recording booth, he suggested we dim the light.” She went on to say that dimming the lights helped them concentrate more on delivering their sincere inner feelings on the album.

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| JYP Entertainment

On top of that, Yeji revealed that J.Y. Park paid close attention to the members’ performance as well, encouraging them and setting them up for what to expect. “He told us that the public would be able to witness ITZY’s growth through our performance this time,” Yeji shared. Filming performance scenes across 10 locations, Ryujin says “Mafia In the Morning marked a “new experience” for the group.

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| JYP Entertainment

Watch the “Mafia In the Morning” music video for yourself here: