MORE & MORE

Lore & Background

By the time MORE & MORE arrived, TWICE had spent nearly seven years building a fanbase that spanned continents, yet the group's public image still carried the soft, approachable warmth of their debut. The creative team behind the EP deliberately leaned into a 'girl crush' aesthetic that had been simmering in their work since the mid-2019 era, but here it was amplified to a full-throated declaration. The visual language—sharp tailoring, saturated color palettes, aggressive choreography vocabulary—signaled that the nine women were no longer performing for approval; they were performing for themselves.

The commercial reception validated that creative risk. The EP's #1 debut on the Billboard 200 chart was not merely a number on a spreadsheet; it was a cultural statement that a Korean girl group could command the top spot in the American market on the strength of a single release. For fans who had followed TWICE since the 2015 debut, the moment carried the weight of years of incremental growth finally crystallizing into undeniable mainstream dominance.

Within the group's internal mythology, MORE & MORE is often remembered as the era where the 'Twice-ness' that once read as cute and accessible was recontextualized as unapologetically dominant. The nine members carried themselves differently in interviews, on stage, and in behind-the-scenes footage. The lore among long-time fans is simple: before this era, TWICE were the group you adored. After it, they were the group you feared might outgrow you.

In Their Own Story

The studio lights hummed at a low, almost subliminal frequency. Nayeon stood at the center of the dance room, barefoot on the polished floor, running the chorus sequence for the fourteenth time. The other eight were scattered along the walls—Sana stretching her hamstrings, Jihyo already in character, jaw set, eyes locked on the mirror as if rehearsing a monologue. Dahyun sat cross-legged on a monitor, editing a clip on her phone, occasionally muttering a correction that made Momo groan and reset the count.

There was no producer barking from a glass booth. No director counting down. Just nine women in a room that smelled faintly of sweat and the lavender hand-sanitizer Chaeyoung kept on every surface. Tzuyu caught Mina's eye across the floor, and Mina gave the tiniest nod—their private signal that meant *we're almost there, hold the shape.*

When they finally hit the last beat and the music cut, the silence that followed wasn't exhaustion. It was the quiet of nine people realizing they had just finished building something that didn't need anyone else's approval to matter.

Reader's Guide

MORE & MORE functions as the narrative midpoint of TWICE's post-2019 'maturity arc.' Before this era, the group's releases tended to oscillate between playful and anthemic. After it, the baseline shifted permanently toward power and self-determination.

The throughline of the era is simple: *ownership.* The title track's concept, the visual direction, and the choreography all reinforce a single idea—these nine women are not performing a role assigned to them; they are the authors of the role. The 'girl crush' aesthetic that had appeared in fragments (the sharp edges of 'Feel Special,' the swagger of 'Alcohol-Free') is here rendered at full volume for the first time.

Turning points to watch: (1) The choreography's use of synchronized, almost militaristic formations contrasts sharply with the scattered, playful staging of earlier eras. (2) The visual identity—structured tailoring, bold color blocking—reads as intentional armor rather than costume. (3) The commercial milestone (Billboard 200 #1) reframes the group's relationship with the Western market from 'breakthrough' to 'established.'

[SPOILER for later eras] The confidence established here becomes the foundation for subsequent releases where TWICE push into even more experimental and genre-blending territory. Viewers who enter the discography at MORE & MORE will notice that everything after feels like a natural extension of the energy established here, rather than a departure from it.

Did You Know?

• MORE & MORE was TWICE's first release to debut at number one on the Billboard 200 chart, a milestone no other K-pop girl group had achieved at that point in time.
• The era's visual concept deliberately moved away from the pastel, candy-colored palette that defined the group's 2015–2018 releases, replacing it with structured tailoring and saturated, almost architectural color blocki
• The choreography for the title track incorporated synchronized, formation-heavy staging that fans noted felt closer to a military drill than a pop dance number—a stark contrast to the scattered, playful staging of earlie
• Behind-the-scenes footage from the era frequently shows the nine members directing and correcting each other's choreography in real time, reinforcing the 'self-authored' narrative of the release.