“Is TWICE any good?” our fine editor asks me, as I inform him they've finally released their full LP. For him, and surely many of you, this finally is more of a question mark: who? While the so-called Korean Wave has undeniably taken increasing hold in our world at large, there is still an understandable disconnect between the rabid international fanbase that's already consumed so much Kool-Aid, that it's a wonder there's any left, and the general, music-loving populace. It can be an intimidating world to delve into after all, a small country thrusting a loud music scene onto the world, and countless groups all essentially aiming to achieve the same thing, it's hard for all but the most notable of stars to break through all the noise.

TWICE, for those of you just joining us, are undeniably one of the groups to do just that. Red Velvet may be the reigning champs of girl groups according to Billboard, but few groups have ever created the level of fervor that TWICE have in their home country itself. To be sure, K-pop is a scene of fervor practically by its nature. Fans going to lengths scarcely imagined in the West for whomever their 'bias' may be, but even still, the nine ladies that compose this JYP-led group have inspired perhaps even more of an obsession.

Twicetagram, then, arrives serving as a proving ground. In short: are they worth all this? Following the usual pattern, they've earned their full-length moment, racking up mega-hits with their singles and mini-albums, all leading to this moment. In the all-too-easily distracted attention span of Korean music fans, it can be a make-or-break moment for a fledgling mega-group.

To say they've pulled it off with aplomb doesn't do the feat justice. TWICE makes it look easy, and never seems to be trying; a Herculean achievement, considering that surely every second was fretted over and planned to the letter. In short, they make painstaking over-perfection somehow look fun. JYP was certainly feeling comfortable, as lead single ‘Likey’ is tossed smack at the beginning of the album, as if to say, “Sure, this is the anthem you know, just get ready for what's next already.”

The confidence wasn't misplaced. TWICE seem incapable of ceasing to charm, easing into ‘Turtle’ next, which begins with a playful vibe, only to expand into an early IU-esque singalong.

For 45 minutes, across 13 tracks (boldly long for a K-pop album), the exuberance never lets up. The likes of ‘Ding Dong’ and ‘Rollin'’ could have been insufferable in the wrong hands, but here their goofy chants-as-hooks are graceful, and when they put on their best inspirational faces for ‘Don't Give Up’, they both avoid making another ‘Cheer Up’ (one of their biggest hits to date) and brighten the mood even for those unable to understand a word. This is essentially a flawless pop foray, executing the sort of magic most American labels desperately try to arrange for a debuting star with decidedly less success. One can criticize the oh-so-precisely manufactured (and controlled) nature of the industry, but when the music works this well, it only begs the question: why is just being fun so hard when TWICE make it look so easy?