Thematically, the EP revolves around the concept of the members being female warriors who embody strength and leave a "lasting expression".

On July 31, 2023, Itzy released their seventh extended play (EP) Kill My Doubt, which explored themes of overcoming adversity and self-doubt and carried elements of pop.

[1] Following the album's release, Lia announced that she would take a hiatus to focus on her mental health from September 18, after having experienced "extreme levels of anxiety".

[2][3] Amid Lia's hiatus, on November 17, JYP Entertainment announced that she opted to not participate in the production and promotion of the group's next release in January 2024, reiterating her recovery as a priority.

In a press release, JYP Entertainment envisioned the concept of the album as a "fusion of wild, bold and understated charm", with Itzy acting as charismatic female warriors who leave a "lasting impression" by "embodying both outer and inner strength".

[9] Described by Yuna as a "box full of gifts", the album is composed of "powerful performances" that express the confidence of the members.

[12] In addition to its members, the girl group also worked with composers Maria Marcus, Tobias Näslund, and lyricists Bang Hye-hyun, and Lee Seu-ran for the album.

[6] Ryujin's "Run Away" follows as a modern rock song that depicts "one's willingness to act as a villain for someone who lacks courage".

[19] On December 4, 2023, the quintet's eighth extended play, Born to Be, was formally announced through a "fiery" teaser video, with the album's tracklist being unveiled simultaneously.

Released on January 2, the choreography-based visual is set in an enclosed space where the members discuss their ideal types and express the thrill of falling in love.