TWICE’s path to global dominance has delivered amazing results. The group achieved their first Billboard 200 Number One with ‘With You-th’ in 2024, a milestone that showcases their incredible journey as they enter their tenth year in the industry.
Their latest mini-album ‘Strategy’, released in December 2024, blends breezy ’80s pop with Y2K-inspired sounds through seven unique tracks. The group has grown significantly in the last year and now performs at stadiums across the United States.
TWICE’s transformation from a K-pop sensation to a global music powerhouse stems from smart business moves and innovative market strategies. Their content distribution methods and fresh approaches to reaching new audiences have made them a force in the worldwide music scene.
TWICE’s Evolution from K-pop Group to Global Brand
TWICE’s incredible story started with “Like OOH-AHH,” their debut single that made history as the first K-pop debut track to hit 100 million YouTube views. The group cemented their place in South Korea’s music scene when “Cheer Up” topped the Gaon Digital Chart in 2016. This hit earned them Song of the Year at both the Melon Music Awards and Mnet Asian Music Awards.
Early success in South Korean market
The group’s original success in South Korea broke all records. Their first four EPs and special album sold over 1.2 million units in just 19 months after their debut. They released new music at least three times a year, which went beyond the usual industry pattern of one or two releases annually. This bold content strategy helped TWICE become a powerhouse in Korean music.
Strategic international market entry
TWICE stepped into international markets by partnering with Warner Music Japan in June 2017. They made history as the first foreign performers to sell out three nights at the Tokyo Dome. Their Japanese success was so impressive that they ranked third in Billboard Japan’s 2017 Year-End Rankings.
Building a multi-platform presence
The group’s multi-platform strategy rests on three foundations:
- Content distribution on social media platforms of all types
- Platform-specific content optimization
- Strategic collaborations with global audiences
TWICE has carefully crafted their digital presence to boost engagement on every platform. Nine of their music videos have reached at least 200 million views each. The group also welcomes new ways to connect with fans. Their groundbreaking Roblox virtual meet-and-greet drew over 33,000 concurrent attendees and 300,000 total visits.
Their smart approach to platform presence has produced remarkable results. The release of their first US single “The Feels” in 2021 marked their debut on the Billboard Hot 100. They now hold the record for most Top 10 debuts on the Billboard 200 chart among female K-pop acts.
Strategic Album Releases and Content Distribution
TWICE’s 14th mini-album ‘Strategy’ shows their smart approach to album sales and market reach. The album hit No. 2 on the Top Album Sales chart with 81,000 copies sold in its first week in the U.S..
Analysis of TWICE strategy album versions
The group’s smart plan for physical releases has multiple album versions that appeal to collectors and loyal fans. ‘Strategy’ album came out in more than 15 different CD and vinyl editions. Each version has:
- Collectible paper items and randomized elements
- Unique photobooks and envelope designs
- Exclusive photocards (random 5 of 45)
- Special film photocards (random 1 of 9)
- Customized letter posters (random 1 of 9)
Digital vs physical release strategy
TWICE’s physical album sales stay strong, with CD sales making up 72,000 units of total first-week sales. Physical albums deliver better sound quality than compressed digital formats. These real products also come with exclusive content and collectibles that you can’t get on streaming platforms.
The group has adopted new digital breakthroughs with smart remix releases. ‘Strategy 2.0’ digital single comes in five different versions: ‘version 1.0,’ ‘Slom Remix,’ ‘House,’ ‘Moombahton,’ and ‘Instrumental’ variations.
Global distribution partnerships
JYP Entertainment’s alliance with The Orchard, Sony Music Entertainment’s distribution arm, has expanded TWICE’s global reach by a lot. This team effort will give both digital and physical releases a path to key markets in the United States and Europe. The partnership wants to boost the group’s worldwide presence while keeping product quality consistent everywhere.
The distribution plan works well, as seen in TWICE’s ongoing success in different markets. Their music is now more available to international fans through digital platforms and physical stores. This two-way approach helps TWICE stay one of K-pop’s most successful acts worldwide.
Revenue Diversification and Business Model
TWICE’s global success stems from a smart revenue diversification strategy that has propelled their financial growth. Their business model has streaming, physical sales, touring, and brand partnerships. These elements create a reliable financial foundation.
Multiple income streams analysis
TWICE’s revenue structure works like successful business conglomerates, with money flowing from different channels. Their streaming success on Amazon Music Live set new records for unique viewers. Their digital world innovation showed when their Roblox virtual meet-and-greet pulled in 33,000 concurrent attendees and 300,000 total visits.
Brand partnerships and endorsements
TWICE’s brand partnerships have grown in a variety of sectors:
- Beauty and Fashion: Through collaboration with Estée Lauder (2019-2021), Prada, and Givenchy Beauty
- Technology: Strategic collaborations with Nintendo Switch and LG
- Beverages: Pocari Sweat’s sales jumped from USD 101 million to USD 121 million during their three-year endorsement
- Luxury Goods: Members secured prestigious roles – Sana with Prada, Nayeon with Givenchy Beauty, and Mina with SK-II
The group’s endorsement strategy goes beyond group activities, as members build individual brand relationships. Tzuyu, the group’s second-richest member, gained recognition through partnerships with LG U+ and ZOOC. In spite of that, the group balances individual and collective brand activities well.
Concert and touring strategy
TWICE’s touring strategy shows excellent business sense. Their fifth world tour, “Ready To Be,” connected with 1.5 million fans through 51 performances in 27 regions. Their sixth global venture, the upcoming 2025 world tour, features a strategic collaboration with Coldplay for six consecutive shows at Seoul’s Goyang Stadium.
The concert strategy maximizes venue capacity and geographic reach. Massive dome venues with 50,000 capacity sell out consistently. This approach brings substantial ticket revenue and establishes TWICE as a premier live act that commands stadium-sized audiences.
Market Penetration Through Digital Innovation
TWICE’s digital innovation strategy aims to maximize fan involvement on multiple platforms. Their smart social media and streaming platform approach has set new standards in the K-pop industry.
Social media engagement tactics
The group dominates major social platforms. Their Instagram handle @twicetagram boasts 3.4 million followers. They also have strong numbers on Facebook (1.7 million) and YouTube (1.1 million). Their social media strategy excels at:
- Platform-specific content creation
- Cross-platform promotion of label mates
- Strategic timing of content releases
- Real fan interactions through comments and posts
TWICE’s social media success comes from their constant connection with fans, known as ONCE, through direct responses and appreciation posts. They prioritize genuine connections over promotional content.
Streaming platform optimization
TWICE’s streaming strategy uses advanced optimization techniques for maximum reach. Their content distribution approach has multi-codec streaming features that enable:
- Platform-specific video encoding for optimal quality
- Per-title encoding adjustments based on content complexity
- Quality metadata integration for better viewer experience
The group’s streaming approach prioritizes high-quality video content while optimizing bandwidth usage. This ensures smooth playback on different devices and regions.
Fan community building
TWICE Square on Roblox represents a fresh take on virtual fan involvement. This dedicated fan hub, created by metaverse studio Karta, comes with unique features:
- Virtual meet-and-greets with TWICE members
- Fan note display areas
- Age-verified voice chat functions
- Mini-games including “SET ME FREE” escape room
Fans can buy and trade virtual items, from plushies to avatar clothing based on the members’ real-life styles. This innovative fan space has created a vibrant virtual community where fans connect with both the group and fellow ONCE members.
Platform performance shows TWICE Square has become the go-to hub for fan activities and merchandise collection. The group’s active presence in these virtual spaces strengthens their bond with fans worldwide.
Future Growth and Expansion Plans
JYP Entertainment’s ambitious expansion plans for 2025 mark a new chapter in TWICE’s global trip. The entertainment powerhouse has launched JYP USA to establish its presence in the North American market. This Los Angeles-based subsidiary plans to expand to New York City and will find local US talent while boosting TWICE’s regional presence.
New market opportunities
A mutually beneficial alliance with Republic Records has created unprecedented market opportunities. Their collaboration started in 2020 and now includes other JYP artists. TWICE has already achieved remarkable success with their latest releases in the US market through this partnership.
TWICE’s announcement of their 2025 world tour highlights their expanding global influence. The group will start their sixth world tour, which features collaborative performances with British band Coldplay at Korea’s prestigious Goyang Stadium. This partnership showcases their growing impact on the international music scene.
Product diversification strategies
TWICE has expanded beyond traditional music releases with their presence on Roblox, creating new revenue streams through digital merchandise. The platform features:
- Virtual collectibles based on members’ styles
- Exclusive emotes inspired by signature dance moves
- Interactive mini-games and escape rooms
Users have redeemed nearly three million virtual goods, resulting in 10 million hours of exposure across Roblox’s ecosystem. The TWICE Feels emote has become viral, with impressive sales of 1,944,166 units.
Innovation in fan engagement
TWICE’s fan engagement strategy focuses on creating lasting virtual spaces. TWICE Square on Roblox stands as the first permanent fan hub on the platform. Fans can:
- Leave personalized notes for TWICE members
- Participate in age-verified voice chat functions
- Connect with other fans globally
Millions of fans worldwide actively participate in this virtual space. TWICE will maintain regular updates and new content throughout the year, including virtual member visits.
The group continues to adopt state-of-the-art promotional strategies. Recent activities include groundbreaking appearances on Amazon Music Live and pop-up stores in Los Angeles and Seoul. These initiatives show TWICE’s commitment to creating diverse fan interaction opportunities while expanding their global reach.
TWICE has grown from a K-pop sensation into a global music powerhouse, which shows how well their multi-faceted business strategy works. Their success comes from careful market penetration, well-planned content distribution, and state-of-the-art ways to involve fans digitally.
TWICE’s revenue diversification model shines as a blueprint to grow sustainably in the music industry. They have created strong financial foundations through a balanced mix of streaming revenue, physical sales, touring income, and mutually beneficial alliances with brands. The group’s achievements verify their business approach, including their first Billboard 200 Number One with ‘With You-th’ and successful stadium tours.
The K-pop industry has seen fan involvement redefined through TWICE’s state-of-the-art digital strategy, especially with platforms like TWICE Square on Roblox. Their steadfast dedication to genuine fan connections while managing multiple revenue streams shows that artistic integrity and commercial success can go hand in hand.
TWICE is ready for continued growth with their expansion into new markets through JYP USA and mutually beneficial alliances with global brands. Their business model serves as a case study for aspiring artists and entertainment companies that want lasting success in the global music market as they near their tenth year in the industry.
Here are some FAQs about Twice Strategy:
Why is Twice so good?
Twice is highly praised for their ability to connect with fans through catchy songs and relatable themes. Their signature twice strategy includes balancing vibrant visuals, synchronized choreography, and memorable melodies. This approach ensures each Twice strategy album resonates with a global audience.
What is the Twice concept in K-pop?
The Twice concept in K-pop focuses on a mix of cheerful, cute, and empowering themes that appeal to a wide range of listeners. Using the strategy twice, they explore concepts like youthful love and self-confidence, often evolving with each Twice strategy album to keep their music fresh and engaging.
Does Twice have a comeback?
Yes, Twice frequently releases new music, with their comebacks often centered around unique album concepts. A Twice strategy album comeback typically includes multiple versions, offering fans collectible items and diverse themes to enjoy.
How did Twice get popular?
Twice gained popularity through their participation in the survival show Sixteen, showcasing their talent and charisma. Their twice strategy of creating music with addictive hooks and impressive visuals solidified their place in the industry, while fan engagement boosted their global success.
What makes TWICE special?
TWICE stands out due to their ability to balance a variety of musical styles and their exceptional teamwork. The twice strategy of blending upbeat, feel-good tracks with meaningful lyrics in each Twice strategy album versions allows them to stay relevant and admired.
What is TWICE’s weakness?
While TWICE is widely loved, some critics point to occasional challenges in balancing their cheerful image with more mature themes. However, their evolving strategy twice has helped them explore a broader range of concepts, showcasing their versatility.
Is TWICE a girl crush concept?
TWICE typically focuses on bright, cheerful, and relatable themes rather than a full-on girl crush concept. However, certain Twice strategy album versions incorporate bold and confident elements, showcasing their versatility in embodying diverse styles.
Who is the visual of TWICE?
Tzuyu is officially recognized as the visual of TWICE, known for her striking beauty and charm. Her presence often enhances the twice strategy of captivating audiences through both talent and aesthetics.
Why is Itzy called Itzy?
Itzy’s name signifies their confidence and ambition, representing “they’ve got it all.” Their name aligns with the strategy twice of JYP Entertainment to create groups with distinct identities that resonate with fans worldwide.
