The South Korean girl band Twice was formed in 2015 after being selected by the reality TV show Sixteen and later that year the nine-girl group released their debut EP The Story Begins. After storming the Korean charts with their Number 1 hit “Cheer Up,” the girls became a significant player in the K-Pop market often outselling rival male bands who historically have always been more popular in South Korea than their female counterparts. The group's record company Warner officially launched Twice in Japan in June 2017 and their debut compilation album #Twice immediately went to Number 2 in the charts heralding the arrival of yet another million-selling Korean group making inroads into the lucrative Japanese pop industry. The group is part of the huge PYP Entertainment stable, one of the most influential players in the Asian music market, and artists who sign to the organization have one of the most powerful forces in K-Pop promoting them. Within their first year as professional artists, the girls signed no less than 30 product endorsement deals promoting everything from school uniforms to Estée Lauder cosmetics. Subsequently, Twice reached the top of the Gaon charts with the full-length debut Twicetagram (2017) and released two back-to-back chart-topping albums in Japan with BDZ (2018) and &Twice (2019). More success followed with the release of the Korean EPs Feel Special (2019), More & More (2020), and Taste of Love (2021), which became their highest-charting release in the US by debuting at Number 6 on the Billboard 200. Their third Korean album, Formula of Love: O+T=<3, arrived in 2021 and became their tenth Number 1 album in their native country, also topping Billboard’s World Albums chart in the US. Over the next few years, Twice released the Japanese LP Celebrate (2022), reaching Number 2 on the Oricon Abums Chart, as well as the extended plays Between 1&2 (2022) and Ready to Be (2023), the latter of which contained the hit singles "Moonlight Sunrise" and "Set Me Free."