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FIFTY FIFTY (피프티피프티) is a four-member girl group under . The group consists of four members: Keena (키나), Saena (새나), Sio (시오) and Aran (아란). They had their debut on November 18, 2022, with the mini album "The Fifty" with lead track "Higher".

Their group name 'Fifty Fifty' means '50 vs 50', which means a '50:50' probability, and also contains the meaning of 'ideal' and 'reality' respectively.

On November 12, 2022, it was announced that they will make their debut on November 18 with the EP "The Fifty" with lead track "Higher".

On November 14, FIFTY FIFTY released a music video for the track "Lovin' Me" as a pre-release for their upcoming first EP, followed by a dance performance video for the track "Log In" on November 15. Also on November 15, each of the four members were individually revealed.

At the end of January 2023, FIFTY FIFTY gained recognition for being a formidable new girl group after they were chosen by the Grammys as one of the ten girl groups to watch out for in 2023 as girl groups that " will take over and define how K-pop will sound and look in 2023 and beyond". In the article, their debut EP, The Fifty, was applauded as a brilliant album: "Throughout its four dazzling tracks, the quartet displays various colors and a vocal maturity that is both hard to find and crucial to have". Later that month, music critic magazine IZM gave FIFTY FIFTY's debut EP a 4.5 out of 5 star rating, which at the moment is the highest rating IZM has ever given a girl group, and complimented the girl group with: "Fifty Fifty is a great example of what happens when a great song meets a good singer. Thanks to them, South Korea has one more good girl group."

On January 25, 2023, FIFTY FIFTY revealed that they were preparing for their first comeback. The comeback album was later revealed to be a single album titled, "The Beginning: Cupid", set to be released on February 24 along with the music video for title track "Cupid". The album contains a "Cupid" version titled "Cupid (Twin Ver.)" recorded in English with both group members Sio (시오) and Aran (아란).

On February 23, FIFTY FIFTY announced "HUNNIES" as the official name of their fan club.

During mid-March 2023, "Cupid" went viral online and FIFTY FIFTY became the first girl group of any genre to top to Billboard Global Chart.

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