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MusicTwiceNov 10, 2025

A Decade in, Twice Is Still Building Its Legacy

Ten years of the supergroup, as told through 10 pivotal moments in its run.

By Alex Diaz-Solis
Artwork by Patso Dimitrov

One thing JYP, the company behind some of K-pop’s biggest stars, has done right is keeping Twice’s career alive. The nine-person K-pop group debuted a decade ago. Today, they remain a staple.

Since debuting with “Like Ooh-Ahh” in 2015, a bubbly track from their first EP, The Story Begins, to their latest release, Ten: The Story Goes On, the group has covered a lot of ground. And they’re still moving, most recently performing at the Victoria’s Secret Fashion Show in New York City and embarking on their This Is for World Tour, a 73-date run.

Through it all, the group’s lineup has stayed the same—Nayeon, Jeongyeon, Momo, Sana,
Jihyo, Mina, Dahyun, Chaeyoung, Tzuyu—and the fandom, Once, has only grown, even as other groups and their fan bases have evaporated.

So, how did Twice get here? Here’s a look back at 10 years of the group.

Photo by Jean Chung/Getty Images

Awards Sweep

Twice had a powerful debut, winning the 2015 Mnet Asian Music Award for Best New Female Group, followed by their 2016 Golden Disc Awards Rookie of the Year with “Like Ooh-Aah.” Their bright, bubbly concept gained attraction with their upbeat, catchy melodies from the Korean audience, followed by 2016's “Cheer Up.” The media has declared them the “nation's girl group,” heirs to Girls' Generation, after being honored by Korean President, Lee Jae Myung. Both tracks have vibrant hooks with relatable lyrics, and Sana's "shy shy shy" line was the basis for many a meme.

Beyond Korea

As Twice’s renown grew, 2016's “TT" became a phenomenon unto itself. The track showcased their upbeat, lively sound, positioning them to transcend the Korean audience. It first hit Japan, making their Japan debut in 2017 widely received by J-Once (Japanese Once) along with support of the three Japanese members. Twice brought the same energy to Tzuyu's home of Taiwan, along with the rest of Asia.

Change in Concept

Twice’s turning point arrived when they finally let go of the schoolgirl aesthetic and transitioned into a chic, mature concept with “Fancy.” Fans had mixed feelings about the sudden change, but ultimately pushed Twice to record-breaking numbers. The music video received 100 million views on YouTube in 28 days and won the Best Dance Performance for a Female Group at the 2019 Mnet Asian Music Awards, while the Fancy You EP debuted at No. 4 on the Billboard World Albums chart in the U.S. Twice’s energetic performances made them standout as a major third-gen K-pop group, positioning them alongside BTS, Blackpink, GOT7, Red Velvet, and more. Each subsequent release pushed them further, especially with the explosion of K-pop worldwide.

Westward

In 2021, Twice made a risky attempt at cracking the North American market with the release of first original English-language single, “The Feels.” The song blended their cheerful, cute aesthetic with a confident image, thrilling International Once. “The Feels” debuted at No. 83 on the Billboard Hot 100, connecting with fans worldwide. Korea’s girl group became a global act.

@lunaarfantasy

Yo ya firme el contrato Nayeon, ONCE 4EVER❤️‍🩹 #fyp #twice #whatislove @TWICE

♬ what is love? - TWICE

7-Year Curse

Most K-Pop contracts last for seven years, leaving fans questioning the long-term prospects of artists. In 2022, Twice beat the so-called seven-year curse when all nine members reupped on their contracts. Other groups, like BlackPink, who will celebrate 10 years in 2026, tend to go on hiatus to focus on solo projects. Twice has been able to balance group and solo projects, along with international work, which has no doubt contributed to their longevity.

Solo and Subunit Debuts

After Twice’s renewal, solo and subunit debuts came quickly—probably, we assume, part of the deal. Nayeon was the first to release a solo EP, “I'm Nayeon,” showcasing her evolution. Jihyo, Tzuyu, and Chaeyoung followed suit. The Japanese line, Momo, Mina, and Sana, debuted as the subunit MiSaMo, solidifying their presence in the country. Together, these solo and subunit projects amplify Twice’s reach while fourth- and fifth-generation groups fight to establish themselves.

American Collabs

Along with new stages, Twice bridged the cultural gap with international audiences by releasing more original English-language songs and North American collaborations. They linked with Megan Thee Stallion for “Strategy,” with Megan appearing as the 10th member of the group in a high-energy video. Saweetie also joined Twice during her South Korean trip to record "Superstars" for the Hella Pressure album. Both tracks exposed Twice to new audiences.

Headlining Lollapalooza 

Before launching their This Is For World Tour, Twice was prepping to take the stage at this year’s Lollapalooza, where they’d become the first girl group to headline the festival. They performed on the same stage as some of their favorite Western artists, like Sabrina Carpenter, before a crowd of 115,000, Once and non-Once alike, who probably left Chicago’s Grant Park mesmerized. More fans watched the official YouTube livestream.

2026 World Tour

In 2024, Twice had their biggest world tour to date, booking stadiums in New Jersey and Los Angeles, and arenas across five continents. Each Twice tour highlights the different eras of their career via new visuals. The members also perform solo, showcasing their individual strengths. The This Is For World Tour marks both 10 years of Twice and 10 years of Once and, I’m hoping, will include B-sides and deep cuts. Oh, and hopefully the Encore Wheel will finally spin by itself.

@ellemagazine

Leave it to the girls of #TWICE to bring the house down. The K-Pop group just performed #ThisIsFor at the VSFashionShow, flanked by supermodels, of course.

♬ original sound - ELLE (US)

Victoria’s Secret Fashion show

Appearing alongside Karol G, Missy Elliot, and Madison Beer, Twice was the first girl group to play the 2025 Victoria's Secret Fashion Show. With only four members present, Jihyo, Nayeon, Momo, and Tzuyu, they delivered an amazing set in just six minutes. Once enjoyed seeing a new, sexy style on the members, which highlighted body empowerment through their now now-sold-out pieces.

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