Celebrating A Decade Of TWICE

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The girl group is one of K-pop’s most enduring success stories.

Ten years ago, nine bright-eyed trainees stepped onto a stage as part of a survival show called Sixteen, unaware that they were about to redefine what it means to be a global girl group. Today, TWICE stands as one of K-pop’s most enduring success stories, a group that not only ruled the Korean charts but transcended borders to become international pop queens.

From the infectious hits like “Cheer Up” and “TT” to the confident sophistication of “Talk That Talk” and “I GOT YOU,” TWICE’s evolution has been both natural and profound. It is a reflection of artists growing alongside their audience. As TWICE celebrates their 10th anniversary, it’s worth looking back at how the group transformed from beloved national sweethearts into globally recognized icons, all while keeping their signature sound and unity at the heart of it all.

Domestic Stardom

When TWICE debuted in 2015 with “Like OOH-AHH,” they entered a highly competitive industry with established girl groups working their magic, yet they stood out almost immediately. Considered experimental, as it eschewed both the “sexy” and “girl crush” concepts that were popular at the time, the single steadily climbed the domestic charts and went on to surpass 100 million views on YouTube within a year, making TWICE the first K-pop debut music video to reach that milestone at the time.

Their breakthrough came with “Cheer Up” in 2016. The song dominated the Gaon Digital Chart, spending five non-consecutive weeks at No. 1 and ending the year as the best-performing single in South Korea. Its addictive chorus and Sana’s now-iconic “shy, shy, shy” line turned the group into a cultural sensation. “Cheer Up” became a phenomenon that defined the 2016-17 era in K-Pop, with the song playing everywhere from school festivals to even political rallies.

Later that same year, “TT” continued their momentum, becoming one of the most downloaded and streamed songs of 2016 in South Korea. The accompanying album, TWICEcoaster: Lane 1, sold over 350,000 copies, becoming the best-selling girl group album in South Korea since 2010. In an era when girl groups dominated digital consumption and boy groups dominated physical sales, TWICE proved that girl groups could dominate both fronts.

With each release, it became more evident that TWICE weren’t just popular—they were omnipresent. Their faces quickly became the embodiment of youth and optimism, and their fandom, ONCE, swelled into one of South Korea’s largest and most dedicated.

Growing Pains

However, K-pop has always been a rapidly evolving industry, and 2019 saw a new generation of acts emerging with darker, more experimental sounds, challenging the bright, effervescent pop formula that had defined TWICE’s early years. TWICE’s identity as the “cute” and “cheerful” group started to feel dated. At the same time, the members themselves were maturing and moving from their early 20s into adulthood.

Their 2019 single “Feel Special” marked the first major turning point. The song, co-written by J.Y. Park, stripped away the glitter to reveal vulnerability behind the smiles. One of the group’s most popular songs on Genius, it features lyrics that speak about feeling isolated despite the fame, and TWICE began speaking more openly about exhaustion and anxiety. Mina’s hiatus due to anxiety disorder that same year added an emotional undercurrent to the group’s public image.

Albums like More & More and Eyes Wide Open in 2020 showcased a bolder, more mature sound, and while fans praised their artistic risk-taking, some questioned whether the group could adapt to a post–“cute concept” landscape dominated by edgier acts like BLACKPINK, i-dle (아이들), and ITZY. For the first time, TWICE had to find their footing again in an industry they once ruled without contest.

However, rather than chasing trends, they began refining their artistry with “I CAN’T STOP ME,” a sleek, ’80s-inspired synth-pop track that married vulnerability with control. It was the sound of a group rediscovering itself amid chaos. With consecutive releases, TWICE had learned to balance commercial appeal with creative self-assurance, proving that evolution doesn’t require abandoning one’s roots. Their transition from bubblegum pop to self-aware artistry wasn’t just a musical shift—it was also a reflection of growth that mirrored the lives of the fans who had grown up with them.

Global Renaissance

Through their early years, TWICE had always been successful in Japan, garnering massive appeal. They shattered records and cemented themselves as one of the best-selling foreign girl groups in Japan. However, with the release of their first full English single, “The Feels,” in 2021, TWICE made a deliberate and successful leap toward Western market. The track broke into the Billboard Hot 100, a feat rare for K-pop girl groups at the time. Despite the change in language, “The Feels” was still a quintessential TWICE track. With performances on The Tonight Show Starring Jimmy Fallon, The Late Show with Stephen Colbert, and Good Morning America, TWICE strategically positioned themselves for widespread success in the U.S., earning a lot of new fans.

The results were seen at the group’s III World Tour, with sold out dates in North America. Following the success of their U.S. leg, they announced an encore concert at the Banc of California Stadium in Los Angeles, making them the first female K-pop group to headline a stadium concert in the United States. The following year, The North American leg of the Ready to Be World Tour included sold-out concerts at SoFi Stadium and MetLife Stadium, a first for any K-pop girl group. This achievement underscored not only their popularity but their enduring relevance amid an increasingly crowded global market.

Years of relentless schedules had taken their toll, but the group’s decision to renew their contracts in 2022 was a powerful statement of unity. In an industry where disbandment often feels inevitable after seven years, TWICE’s choice to stay together was significant.

A Decade of TWICE

Over a decade, TWICE’s influence has rippled far beyond their own catalog. They have helped define the sound and structure of modern K-pop girl groups. Acts that followed, from IVE to NMIXX to NewJeans (뉴진스), have all inherited pieces of TWICE’s blueprint: their balance of charm, sweetness, and strength. And beyond South Korea, TWICE’s rise played a quiet but crucial role in K-pop’s globalization.

When TWICE first set their sights on the U.S. market, few believed their bright, “cute” concept could resonate beyond Asia. In a landscape once dominated by bolder, R&B-driven girl groups like Destiny’s Child, Fifth Harmony, and Little Mix, TWICE’s warmth and sincerity seemed out of place. Yet against all odds, they have managed to break through quite successfully. It gave other groups with “softer” aesthetics like IVE and NewJeans an opportunity to expand into U.S., too.

Ten years after their debut, TWICE stand taller than ever as one of K-pop’s most enduring success stories. In 2024 and 2025, the group isn’t just dragging along and surviving its tenth year—they’re thriving in it, with momentum. Under the open sky and flashing lights of Chicago’s Grant Park, TWICE brought their decade-long discography to Lollapalooza this year as a headlining act. Their single “Strategy,” boosted by its feature in the soundtrack of the hit Netflix film KPop Demon Hunters, introduced TWICE to an even wider audience. The song’s cinematic synth-pop flair and Megan Thee Stallion collaboration made it a viral hit.

Then came THIS IS FOR, the group’s fourth studio album, which reaffirmed TWICE’s ability to evolve without losing their identity. And as 2025 unfolds, TWICE shows no sign of slowing down. The group is preparing for another U.S. tour, this time with an expanded set of dates.

Through shifting trends, mental and physical challenges, and the debut of countless new groups, TWICE has managed to establish a strong hold. They have been a cultural constant and their legacy isn’t just in the numbers or accolades, but in the countless fans who found joy, healing, and confidence through their music.

And maybe that’s what makes TWICE’s story so special. In a world that moves too fast, they’ve given us something rare, the feeling that growing up doesn’t mean losing your light; it just means learning how to shine differently.

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