In May 2024, Fromis 9 member Chaeyoung went live on the fan community platform Weverse, talking about frustrations of the lack of group activities since the release of Unlock My World in June 2023.

[5] On July 26, concept photos for the album were released, depicting a theme of midsummer heat.

[9] It is described as “somewhat a departure from their previous summer releases, trading the ‘more refreshing and brighter vibes’ for ‘powerful, fiery energy’.” One of the members, Park Jiwon, detailed that they had faced some difficulties when first recording the track, but were happy with the results after multiple attempts.

[13] On August 14 they hosted a comeback special via Weverse where the group explained the new songs, described their experience shooting the new music video, and completed choreography challenges.

[14][15] From August 15 to 21, they held a pop-up store at the Hyundai Seoul for the album, selling lucky draw photocards and other merchandise.