On September 26, 2016, the first teaser of member HeeJin was released across multiple social media platforms including Youtube, Instagram, Facebook, and Twitter. Teasers for "HeeJin" were released until October 5, when the music video for "ViViD" was released. On October 28, the second member, HyunJin was revealed in a similar manner.
Teasers for "HyunJin" included HeeJin for their duet titled "I'll Be There" and solo teasers for HyunJin were released for her song "Around You". Her solo album, "HyunJin" was released on November 17. On December 8, more than a month later, member HaSeul continued the pattern by having teasers of her and her two fellow members.
Her solo album, "HaSeul" was released on December 15, including her solo "Let Me In" and a Christmas themed trio named "The Carol". On January 4, YeoJin was revealed as the fourth member. Her solo album, "YeoJin" was released on January 16, including her solo song "Kiss Later", HeeJin and HyunJin's duet "My Sunday", and HaSeul and YeoJin's duet "My Melody".
On February 14, ViVi was revealed as the fifth member. It was revealed that LOONA will be in sub-units. LOONA's first sub-unit, LOONA 1/3, contains members, HeeJin, HyunJin, HaSeul, and ViVi.
Their mini album, Love & Live, was released on March 13. Along with them were LOONA's first TV promotions exclusively on SBS' Inkigayo. On April 5, ViVi was confirmed as the "April Girl".
Her single, "ViVi" was released on April 17, including "Everyday I Love You," featuring HaSeul and "Everyday I Need You," featuring future member JinSoul. On April 23, LOONA 1/3's repackaged mini-album, Love & Evil, was revealed with teasers of the members and a teaser for "Love & Evil". Love & Evil was then released on April 27 with a single live stage on Inkigayo.
On May 15, Kim Lip was revealed as the sixth member. Her single "Kim Lip" was released on May 23, with her solos "Eclipse" and "Twilight". During this time, the group began to gain a substantial international following.
They remained less popular domestically, though their overall popularity increased as more members were announced. On June 13, JinSoul was revealed as the seventh member. Her single "JinSoul" was released on June 26, including her solo "Singing in the Rain" and JinSoul and Kim Lip's duet "Love Letter".
On July 7, LOONA 1/3's "Rain51db" music video was released. On July 10, a special music video for JinSoul's "Singing in the Rain" was released featuring member Heejin exclusively on V Live. On July 12, Choerry was revealed as the eighth member.
On July 28, "Choerry" was released, featuring Choerry's solo, "Love Cherry Motion", and a duet with fellow member JinSoul, "Puzzle". On August 30, BlockBerryCreative revealed a teaser for the second sub-unit of LOONA, ODD EYE CIRCLE, which contains members Kim Lip, JinSoul, and Choerry. On September 19, the preview teaser for the lead single of their debut mini album was released.
The day after, the album was revealed in a preview as Mix & Match. The album was released on September 21 along with a music video release for the lead single, "Girl Front". The subunit made their live debut on M Countdown and then Inkigayo.
During this time, members HeeJin, HyunJin, and HaSeul were announced to participate in the idol survival show MIXNINE. On October 18, it was announced that a repackage album titled Max & Match would be released. On October 23, the promised "Loonatic (English Version)" was released across international platforms.
On October 31, Max & Match was released along with a music video for the title track, "Sweet Crazy Love". On November 14, Yves was revealed as the ninth member. On November 28, "Yves" was released with her solo title track "new" and b-side "D-1".
On December 13, "The Carol 2. 0" was released featuring ViVi, Choerry, and Yves under the transverse unit "ViRryVes" (pronounced as believe). A day later, Chuu was revealed as the tenth member.
On December 28, "Chuu" was released including her solo "H...
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