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Release and promotion
GFriend's third mini-album was much-anticipated after the group won "Rookie of the Year" at the Golden Disk Awards and Best New Female Artist at the MelOn Music Awards for their hit singles "Glass Bead" and "Me Gustas Tu". The album's title, "Snowflake", and track list were revealed on January 14, 2016. It was released on January 25, in both CD and digital formats. The lead single, "Rough", is the final song in the group's "school series" and represents the end of a school year. They maintained their "powerful-innocent" concept, wearing school uniforms and showcasing "perfectly synchronized fierce and powerful" dance choreography. The accompanying music video for "Rough" was inspired by the anime film The Girl Who Leapt Through Time. It was produced by Zanybros and directed by Hong Won-ki.
Hours after the album's release, the group held a showcase at AX Korea in Gwangjin-gu, Seoul, which was broadcast live via Naver's V app. They performed songs from the album for the first time at the showcase. The group then promoted the album with performances of "Rough" on various music shows, starting with SBS MTV's The Show on January 26. In their second week of promotion, the song won first place on every music show with a chart system. By February 28, "Rough" had won a total of 15 music show trophies, including "triple crowns" on M! Countdown, Music Bank, Show Champion, and Inkigayo. With these wins, GFriend is in second place for number of wins by a girl group for a single song, behind Apink 's 17 wins for "Luv".
| To view the Snowflake gallery, click here.
|Sowon • Yerin • Eunha • Yuju • SinB • Umji|
|Studio Albums||LOL • Time For Us|
|Mini Albums||Season of Glass • Flower Bud • Snowflake • The Awakening • Parallel • Time for the Moon Night • Sunny Summer • Fever Season|
|Singles||Glass Bead • Me Gustas Tu • Rough • Navillera • Fingertip • Love Whisper • Summer Rain • Time for the Moon Night • Sunny Summer • Sunrise • Fever|
|Albums||Kyou Kara Watashitachi wa ~GFRIEND 1st Best~|
|Singles||Kyou Kara Watashitachi wa (Me Gustas Tú) (Japanese Ver.) • Memoria • Sunrise (JP) • Flower|