What is TWICE?
TWICE is a South Korean girl group formed by JYP Entertainment in 2015. The group consists of nine members selected through Mnet's six-episode survival program “Sixteen”: Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung, and Tzuyu. TWICE quickly gained a large fan base in both South Korea and Japan and emerged as one of the first generation girl groups to play an active role in the global expansion of K-pop.
TWICE's name means “to win hearts once with their music and twice with their performances.” TWICE has reached a wide international audience through its visual aesthetics, synchronized choreography, iconic lyrics, and the unique personalities of each member. The group's hit songs include “Cheer Up,” “TT,” “Fancy,” and “Feel Special.” The records they have broken on platforms like Spotify, YouTube, and Billboard have proven their significant presence in the global music scene.
Billboard Success
TWICE became one of the first K-pop girl groups to enter the Billboard 200 chart in the top ranks. In particular, their 2021 album “Formula of Love: O+T=<3” reached number 3 on the Billboard 200, marking a notable achievement for a K-pop girl group.
Japanese Member Advantage
TWICE's three Japanese members—Momo, Sana, and Mina—played a significant role in the group's extraordinary popularity in Japan. Several of TWICE's albums have achieved million-selling status in Japan, and the group became one of the first Korean girl groups to perform at Tokyo Dome.
Viral Trend: TT
The hand gesture (tear-shaped fingers) from the song “TT” went viral not only in Korea but also on a global scale. The gesture was replicated by many users on TikTok and Instagram and used by brands in advertisements.
Concert Revenue Boom
The “Ready to Be” world tour they launched in 2023 became the highest-grossing tour in TWICE's history. The group performed at massive venues like SoFi Stadium and MetLife Stadium in the US, and most tickets sold out as soon as they went on sale.
YouTube Record
Music videos for songs like “Likey” and “What is Love?” surpassed 600 million views on YouTube, making TWICE the most-watched K-pop girl group videos. Notably, the “TT” music video became the first TWICE video to reach 100 million views on YouTube.
Members' Education Process
Most of TWICE members left their homes at a very young age to pursue K-pop training. Momo moved from Japan to Korea at the age of 13. Jihyo, after spending 10 years as a trainee, was selected as the group's leader, making her one of the female idols with the longest trainee period in K-pop history.
English Songs
TWICE released their first English single, “The Feels,” in 2021 to directly reach a global audience. The song entered the Billboard Hot 100 chart, proving the group's success in the US market.
Fashion and Brand Collaborations
TWICE has partnered with global brands such as Louis Vuitton, Estée Lauder, Bench, and Lotte. In particular, the selection of Tzuyu and Nayeon as individual brand ambassadors demonstrates the group's global influence on an individual member level.
Fandom Name: ONCE
TWICE's official fan base is called “ONCE.” This name means “when fans love once, TWICE gives twice.” The bond between TWICE and ONCE is strengthened by the frequent gestures the group makes to their fans on stage and on social media.
Tzuyu's Impact in Taiwan
As a member born in Taiwan, Tzuyu has become a cultural icon for her country. In 2015, holding the Taiwanese flag sparked a national political debate, but this incident became a turning point that propelled TWICE's recognition in Taiwan. Since then, Tzuyu has been regarded as a “national pride” figure.
Nayeon's Solo Success
In 2022, Nayeon became the first member of TWICE to release a solo project, with her song “POP!” reaching the top of Billboard's Top Album Sales chart. The album achieved one of the highest first-week sales for a K-pop female idol's solo debut in the US.
Jihyo's Leadership Style
Jihyo was chosen as leader not just because of her age or popularity, but through a vote by all the members. Known for her calm demeanor off stage and her ability to resolve issues within the group one-on-one, Jihyo is one of the rare “volunteer leaders” respected in the K-pop world.
Mina's Anxiety Break
In 2019, Mina took a break from performing due to anxiety disorder. JYP Entertainment's decision to fully support Mina and not put pressure on her during this time became a model policy for the industry regarding mental health. Mina's return was an emotional moment for fans.
Dahyun's Flexibility
One of the things that first made Dahyun go viral was a display of flexibility she showed when she was younger. Known as the “eagle dance,” this performance had been viewed millions of times on YouTube even before she became a member of TWICE. This natural viral effect was decisive in her selection for the entertainment industry.
Momo's Survival Story
Momo was eliminated from the “Sixteen” competition, but JYP CEO Park Jin-young included her in the group on the basis of her dancing ability. This incident is still talked about in K-pop history as one of the rare decisions made without audience participation.
Sana's Speaking Style
Sana is known as the “aegyo queen” thanks to her cute slips of the tongue and pronunciation when speaking Korean. In particular, her line “Shy Shy Shy” from the song “Cheer Up” went viral and was even repeated in the advertising industry.
Chaeyoung's Artistic Side
Chaeyoung is not only the group's rapper but also an artist with an interest in illustration and graphic design. Some of TWICE's merchandise designs feature her drawings. She is also one of the few K-pop idols who draws attention with her tattoos.
Jeongyeon's Injury Process
Jeongyeon had to take multiple breaks due to health issues such as a herniated disc and anxiety disorder. However, her return to the stage with full performances demonstrated her determination and professionalism. TWICE fans supported her during this time with messages such as “We're not waiting for you to come back, we're waiting for you to get better.”
Dance Choreography
TWICE has become one of the most recognizable groups in the K-pop scene thanks to their dance choreography. The fast and symmetrical movements used in songs like “Fancy” and “I Can't Stop Me” have been frequently covered by both professional dancers and social media users. Momo's sharp dance techniques are considered one of the key factors contributing to the group's performance quality.
Impact on Entertainment Programs
TWICE has become a staple guest on South Korean entertainment shows. Their reactions on programs like “Weekly Idol” and “Knowing Bros” showcased the group's humorous side and created numerous viral moments. Dahyun's facial expressions and Nayeon's playful personality gained wider recognition through these shows.
International Awards
TWICE has also received numerous awards outside of Asia. Winning the “Best K-Pop” category at the 2023 MTV Europe Music Awards clearly demonstrated the group's growing influence in Europe. The same year, their performance at the Billboard Women in Music ceremony as “Breakthrough Artist” further enhanced their global recognition.
Spotify Streaming Records
TWICE is the first third-generation K-pop girl group to reach 1 billion streams on Spotify. Their most streamed tracks include “The Feels,” “Feel Special,” and “Fancy.” In 2022, they achieved 300 million streams in the US alone, ranking third on the charts behind BTS and BLACKPINK.
Group Bonding
The relationship between TWICE members has been described as “like real sisters” in numerous interviews. Jihyo's responsibility for household chores outside of her leadership role has helped the group function like a natural family unit. This strong bond is evident both on stage and behind the scenes.
TWICE's Fashion Style
TWICE is known for its colorful and energetic style on stage, while adopting a more sophisticated fashion language on the red carpet and in magazine shoots. Their appearances in fashion shows and campaigns for brands like Louis Vuitton, Dior, and Michael Kors have solidified their influence in the fashion industry. Each member’s unique style contributes to a diverse and inclusive fashion aesthetic for the group.
YouTube Content and “TIME TO TWICE”
The group's own YouTube series, “TIME TO TWICE,” is very popular among fans because it reflects the members' natural personalities. Through this series, they continue to interact with their fans not only through music but also through content such as friendship, games, and vacation vlogs. This has made TWICE one of the pioneers of the K-pop industry in terms of digital content production.
Personal Interests
TWICE members attract attention not only with their music but also with their various hobbies. Mina is a professional ballerina, Chaeyoung draws, and Dahyun plays the piano. These talents are sometimes brought to the stage and sometimes showcased in special broadcasts with fans. These individual interests contribute to the group's multifaceted image.
Language Proficiency
TWICE members can speak Japanese and English in addition to Korean. Tzuyu, in particular, speaks Mandarin Chinese to communicate with Chinese fans. This multilingual structure makes it easier for TWICE to connect not only in Asia but also on a global scale, giving them an advantage when participating in interviews.
Personal Nicknames
TWICE members use various nicknames among themselves. Momo is called “Dance Machine,” Sana is called “Clumsy Queen,” and Dahyun is called “Tofu.” These nicknames are not only fun but also represent each member's distinctive characteristics and have been embraced by fans.
Social Media Strategy
TWICE uses platforms such as Instagram, Twitter, and YouTube not only for promotion but also for individual communication. In particular, selfies, messages, and video clips shared directly by the members have broken down the barrier between them and their fans. Jihyo and Nayeon's Instagram live streams are often spontaneous and sincere, attracting a lot of attention.
Fandom Interaction
TWICE stands out from other K-pop groups thanks to the direct relationship it has established with ONCE. They often notice projects created by fans and share them on their social media accounts. Birthday billboards and fan letters are among the content that members personally thank fans for.
Charitable Activities
The group and its members occasionally make silent donations. In 2020, TWICE donated a large amount of medical equipment to South Korea during the COVID-19 pandemic. In addition, fans discovered that Mina and Tzuyu regularly donate to children's foundations individually.
Behind-the-Scenes Behavior
TWICE's behind-the-scenes behavior clearly shows the harmony within the group. In rehearsal footage, they are often seen bringing each other water, covering other members with blankets, or quietly encouraging them. Jeongyeon's habit of not leaving members alone in the dressing room is a detail that is widely shared among fans.
Humorous Side
The group's sense of humor sets them apart not only for their music but also for their entertainment value. Dahyun's impersonation skills, Chaeyoung's unexpected comments, and Sana's moments of surprise are elements that frequently appear in fan content. These moments are viewed hundreds of thousands of times on social media clips.
TWICE's Home Life
TWICE lived together in a shared dormitory for many years. During this time, the members shared tasks such as cooking and cleaning, showing that they were not just stage partners but a family who shared their daily lives. Jihyo's leadership continued here as well, taking the lead in organizing the household.
Friendships from Trainee Days
TWICE members have been friends with some other K-pop idols since their trainee days. In particular, Mina has known BamBam from GOT7 since their JYP days. They are also close with the members of ITZY; both being sister groups within the same company and sharing the same building for years has strengthened their bond.
TWICE and Their Love for Animals
TWICE members are known for their love of pets. Tzuyu's dog Gucci is closely followed by fans. Mina is known for her love of cats and often shares photos with her cat. These posts highlight the group's genuine side.
Evolving Image Over Time
In the early years of their career, TWICE was known for their “aegyo” (cuteness) concept, but over time they evolved into a more mature and powerful female image. Songs like “Feel Special” and “I Can't Stop Me” showcased not only a visual transformation but also emotional and message-driven maturity.
TWICE's Overseas Education Background
Some of the group members received their education in different countries. For example, Tzuyu grew up in Taiwan before continuing her education in Korea. Mina was born in the US and raised in Japan. This multicultural background has been one of the factors contributing to the group's global communication skills.
Global Impact
TWICE has become a K-pop girl group that is not only Asia-centric but also makes waves worldwide. Especially in the period after 2023, the group received significant attention during their tours in the US and Latin America. Their appearances in major media outlets such as Billboard, Rolling Stone, and Variety demonstrate that TWICE is now recognized not just as a “K-pop group” but as an “international pop group” in the global music industry.
Expansion Strategy in the United States
TWICE has expanded its market strategy by releasing English-language songs and collaborating with an official PR agency in the United States. Their partnership with Republic Records has enabled TWICE to integrate into the American music industry on a corporate level. This step demonstrates that they are professionally continuing the path paved by BTS and BLACKPINK.
Digital Content Strategy
TWICE is active on digital platforms not only with music videos but also with vlogs, entertainment series, and interactive content. In particular, the individual performance videos titled “Melody Project” allow members to showcase their different music styles and voices. Thanks to such content, the group remains visible digitally throughout the year, not just during album release periods.
Women's Representation in the Industry
TWICE has proven that female K-pop groups can stand out not only for their looks but also for their talent and resilience. The group has become one of the names that shattered the industry's expectation of female artists to “smile, be cute, and stay adorable” by gradually showing their stage presence and character depth. Songs such as “Yes or Yes” and “Cry For Me” symbolize standing up against emotional pressure.
The Individual Journeys of the Members
While continuing their careers as a group, TWICE members have also begun participating in individual projects. Nayeon's solo debut, Jihyo's foray into songwriting, and Chaeyoung's artistic collaborations suggest that the group may eventually pursue solo careers. However, the group members have repeatedly stated that they have no plans to disband.
Contract Renewal Process
In 2022, all TWICE members renewed their contracts with JYP Entertainment. This was a rare occurrence in the industry, as many K-pop groups face the risk of disbanding after seven years. TWICE's decision demonstrated both their trust in their company and the value they place on their fan base.
TWICE's Musical Evolution
Initially known for their “bubblegum pop” style, TWICE gradually shifted toward more mature and electronically infused tracks. Songs like “Scientist,” “Moonlight Sunrise,” and “Set Me Free” demonstrated the group's expanded musical range. This evolution not only expanded their fan base but also earned them greater musical respect within the industry.
International Concert Infrastructure
TWICE collaborates with specialized stage teams outside of Korea for their live performances. For example, the lighting technology used in their Los Angeles concert was developed by a local American team. This demonstrates that the group has adopted a technically “locally integrated” approach rather than merely “touring” on the global stage.
Anticipated Future Steps
According to K-pop analysts, TWICE may focus more on individual albums and acting projects in the coming years. Tzuyu's modeling offers and Mina's ballet background provide the foundation for this diversification. As a group, they are likely to perform as “co-headliners” at concerts and be nominated for international awards like the Grammys.
TWICE's Longevity
TWICE has become one of the rare K-pop groups to transition from a temporary viral sensation into a lasting brand. With nearly a decade in the industry, they continue to actively produce music, embark on global tours, and gain new fans. This has elevated them beyond the status of an “idol group” and into a cultural phenomenon.
Symbolic Narrative in Music Videos
TWICE's music videos are not limited to bright colors and choreography; they also stand out for their visual narrative power. In particular, the closed rooms used in the “Feel Special” music video were interpreted as representing loneliness and suppressed emotions. Each member being in a different space reflects their individual psychological states. This music video is often referred to by fans as “TWICE's most personal and emotional MV.”
Color Coding
The colors used in TWICE's music videos are deliberately chosen to match the tone of the songs. For example, “Cheer Up” is filled with pastel and vibrant tones, while “I Can't Stop Me” features neon reds and blacks. This visual coding allows the group to convey emotional transitions to the audience not only through music but also through visuals.
Time and Space Themes
Some TWICE videos feature themes of time loops and parallel universes. The forest and seemingly endless landscape in the “MORE & MORE” music video were interpreted as metaphors for “returning to nature” and “reaching one's true self.” Fans drew connections between this video and “Signal,” creating their own theories about the timeline.
The Connection to “The Feels” in Fan Theories
The group's first English song, “The Feels,” featured a hidden poster in the music video that contained a coded message about their future event schedule and possible album plans. This detail proved that TWICE offers not only aesthetic but also interactive content. Fans scrutinize the music videos frame by frame to catch these kinds of small clues.
The Story Told Through Choreography
TWICE's choreography is used as a narrative tool that supports the meaning of the lyrics. For example, the arm-wrapping and back-turning movements used in the performance of “Cry For Me” physically represent the dilemma and emotional distance in a relationship. Such symbolic choreography becomes a form of wordless storytelling on stage.
The Childhood Theme in the “TT” Music Video
The costumes used in the “TT” music video—Elsa, Cat Woman, Pirate, etc.—reflect the members' childhood dreams. While this music video is the clearest reflection of TWICE's cute-themed era, it has also been interpreted as a commentary on saying goodbye to childhood and the pains of growing up. In particular, the closing of the door at the end of the video is seen as a symbol of this transition.
Social Media Criticism in “Likey”
The camera and phone footage in the “Likey” music video represent a generation of young people who constantly pose as if they are happy in order to be visible on social media. Fans believe that TWICE subtly criticizes their own industry and the expectations placed on them with this music video.
Use of Natural Settings in Music Videos
TWICE is one of the groups that frequently uses outdoor locations instead of closed studios. The beach, ocean, and sunset scenes in the “Dance The Night Away” music video emphasize the group's sense of naturalness and freedom. This approach allows viewers to connect not only visually but also emotionally.
Visual Identity Transformation with “Set Me Free”
The retro sci-fi aesthetic used in the “Set Me Free” music video showed TWICE taking a step into a style they had never tried before. Futuristic costumes and planetary backdrops were praised by fans as “the music video that broke TWICE's image boundaries.”
Hidden Messages and Layered Content
Some music videos contain small details that are not immediately noticeable but become apparent upon closer inspection. In the “What is Love?” music video, each scene references a love-themed film—such as “La La Land,” “Pulp Fiction,” and “Love Letter”—transforming the video into a pop culture collage rather than just a music product. These details create a richness that encourages viewers to revisit the video multiple times.
TWICE's Influence in the K-Pop Industry
TWICE has established itself as a trend-setter among third-generation K-pop girl groups. During the 2016–2019 period, nearly every new girl group that emerged in the industry referenced TWICE's “cheerful pop” aesthetic. Colorful costumes, choreography involving hand movements, and repetitive choruses spread directly through TWICE's influence. Many producers developed formulas to produce songs similar to TWICE's style.
The Beginning of an Era with “Cheer Up”
TWICE's song “Cheer Up” was not just a hit song, but the beginning of a musical era. The song was selected as the song of the year on major music platforms including Melon, Gaon, and Mnet in 2016. The line “Shy Shy Shy” didn't just go viral; it even influenced the advertising language of the time. This success made TWICE a turning point not only within K-pop but also in Korean entertainment culture as a whole.
First 3rd Generation Girl Group to Win the Daesang Award
TWICE became the first 3rd generation girl group to win the “Song of the Year” (Yılın Şarkısı) Daesang award for three consecutive years. This achievement documented that they are not only popular but also possess a quality recognized by the industry. Holding this title at the Gaon Chart Music Awards and MAMA from 2016 to 2018 solidified TWICE's influence in the industry.
Record Sales in Japan
TWICE achieved exceptional success in the Japanese music market as a Korean girl group. Their albums released in Japan have topped the Oricon charts multiple times. Additionally, they are among the few Korean female groups to receive a million-selling certification from the Recording Industry Association of Japan (RIAJ). This demonstrates that K-pop is not only a phenomenon originating from Korea but has also become a commercial powerhouse across Asia.
“Girl Group Brand Power” Leadership
From 2016 to 2020, TWICE ranked at the top of the “Girl Group Brand Power Ranking” list published regularly by the Korea Business Research Institute. These rankings are determined based on media visibility, consumer engagement, and marketing value. Their long-standing presence at the top of the rankings has made TWICE indispensable to brands and advertisers.
Appearing on the Billboard Women Artists Chart
TWICE became one of the first K-pop girl groups to enter Billboard's “Top 100 Women in Music” list. This list serves as a platform recognizing the influence and contributions of female artists in the global music industry. TWICE's inclusion in this list demonstrates that their impact extends beyond their fan base, acknowledging their international standing within the industry.
Inspiration for Female Idol Groups
TWICE has directly or indirectly inspired subsequent girl groups such as aespa, STAYC, IVE, and NewJeans. The influence of TWICE is clearly evident in these groups’ visual aesthetics, on-camera behavior, and album marketing strategies. New-generation idols frequently mention TWICE as the group they look up to in interviews.
A Symbol of Industry Resilience
The K-pop industry is known for its 7-year “contract period” rule, after which many groups disband. However, TWICE broke this cycle by renewing contracts with all members. This decision was seen as a sign of not only commercial but also emotional and strategic unity. At this point, it became clear how strong the bond between the company, the group, and their fans is.
Stage Performances at Award Ceremonies
TWICE's special stage shows at award ceremonies are often the most talked-about moments of the events. Their “Medley Performance” at the 2018 MAMA stage and their remix choreography at the 2021 Seoul Music Awards were among the most-watched moments on social media. The group's synchronization, stage energy, and costume designs have become the standard for such ceremonies.
TWICE's Global Brand Identity
TWICE has also become a global brand beyond music. Collaborations with major brands like Samsung, Lotte, Pocari Sweat, Estee Lauder, and Bench have established them not just as musicians but as a recognizable image in consumer consciousness. Each member's ability to appeal to different markets has been a key factor in accelerating this branding process.
ONCE Culture
TWICE's fanbase, ONCE, is known as one of the most organized and emotionally dedicated fanbases in the K-pop world. ONCE members do more than just listen to music; they celebrate every detail of the group's milestones, such as birthdays, album releases, and anniversaries, through special projects. These projects range from large-scale events like Times Square billboards, birthday cafes, and billboard rentals. The fact that TWICE consistently creates instant trends on social media with each comeback is a direct result of this dedication.
Fan Events and the “Hi-Touch” Experience
Since their debut, TWICE has regularly held “fan meetings” and “hi-touch” events. These gatherings, where they make eye contact and have short conversations with fans, have increased the group's accessibility. Especially at events in Japan and Taiwan, thousands of fans wait for hours just for a few seconds of “hi-touch.” These intimate interactions have not only expanded TWICE's fan base but also strengthened their loyalty.
Digital Fan Engagement
TWICE has been an active group in communicating with ONCE through digital platforms such as V LIVE, Bubble, Weverse, and YouTube Community. Members occasionally participate in surprise live streams, sharing not only music but also glimpses into their daily lives. Small gestures like Mina drinking her morning coffee or Dahyun turning on the camera just to smile have helped fans form an emotional connection with the group members.
Social Messages and Social Responsibility
TWICE influences their fans not only through entertainment but also through empathy, support, and social awareness. In 2020, the entire group announced their support for the Black Lives Matter movement on social media. Additionally, it was revealed through fans that they made donations to the Korean Red Cross after natural disasters. These actions show that the group is one of the rare K-pop figures that raises its voice on global issues rather than remaining neutral.
TWICE's Impact on Women's Representation
TWICE is seen not only as an entertainment figure for young women, but also as an inspiring role model. The members' professionalism on stage, individual creativity, and resilience in the face of challenges have made them symbolic figures not only for young girls but for women of all ages. TWICE has become the embodiment of the “strong, independent, and productive” woman in K-pop, transcending the “beautiful and cute” stereotype.
Cultural Soft Power Tool
TWICE has become one of South Korea's cultural diplomacy tools. Their promotional activities in Japan and Taiwan, in particular, have increased interest not only in music but also in Korean fashion, language, and lifestyle. Brands featuring TWICE as their brand ambassadors have further amplified this effect by incorporating Korean terms into their product promotions.
Intensity of Fan-Made Content
TWICE has created an incredible level of productivity on social media with fan-made video edits, animations, fanfiction, and drawings. Parody videos made by ONCE, “reaction GIFs” created using the members' facial expressions, and drawing collections enrich the group's digital presence not only with official content but also with fan-created content. This is one of the rare ecosystems that nourishes the internal dynamism of the fandom.
The “Silent Agreement” Between Members and Fans
There is an unspoken but palpable agreement between TWICE and ONCE: “We support you, just be yourself.” In this environment of trust, group members can openly share their emotional moments, health issues, and personal decisions with their fans. In particular, Jeongyeon and Mina's health-related hiatuses were accepted by fans without any pressure. This mutual understanding has created a bond that is more honest and sustainable than most relationships in the industry.
Long-Term Impact
TWICE is not just today’s popular group; it has become a phenomenon etched into cultural memory over time. Their journey, which began in 2015 with “Like OOH-AHH,” continues actively today, while their past albums, aesthetics, and music style have become references for other artists. Each generation carries its own memories of a particular era of TWICE.