In today’s K-pop scene, dozens of new songs flood music platforms daily, and agencies large and small constantly launch new girl groups. Yet only a handful survive the so-called “seven-year curse.” Many groups face lineup changes, members leaving for other agencies, or even disbandment after controversies. This proves just how difficult it is to endure in the competitive idol industry.
Since their 2015 debut, TWICE has defied the odds. Without major scandals or member reshuffles, the group has held their position at the top of K-pop for a decade.
Formed through Mnet’s survival show SIXTEEN, TWICE (Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung, and Tzuyu) were considered “ready-made rookies.” Their debut song Like OOH-AHH initially saw modest success but later surged back up the charts, even earning first-place nominations months after release. Their bright, approachable energy contrasted with the prevailing sexy and “girl crush” trends, helping them quickly capture the public’s hearts.
From then on, TWICE became a true “hit song machine” with tracks like Cheer Up, TT, Likey, What is Love?, Dance the Night Away, and Alcohol-Free. With three Japanese members, their popularity expanded globally, topping the Oricon charts and selling out dome tours in Japan. Soon after, they conquered the U.S. market, entering the Billboard Hot 100 and Spotify charts, and becoming the first K-pop girl group to headline major American stadiums such as LA’s SoFi Stadium and New York’s MetLife Stadium. In 2025, they also headlined Lollapalooza Chicago, another first for a K-pop girl group.
Most recently, TWICE contributed to Netflix’s KPop Demon Hunters soundtrack, with their 14th mini album title track Strategy charting on the Billboard Hot 100. Their OST track Takedown, performed by Jeongyeon, Jihyo, and Chaeyoung, also charted, reaffirming their global star power.
The group’s stability was further proven in 2022, when all members renewed their contracts with JYP Entertainment. The announcement boosted JYP’s stock prices by up to 5%, showing TWICE’s undeniable role as the company’s most valuable act. Now approaching their 10th anniversary, the members are exploring solo music, acting, and individual projects while maintaining strong group activities.
The next challenge lies in a possible second renewal. While the details of their last contracts remain undisclosed, typical K-pop deals suggest the expiration may come by this year or next. Industry insiders believe TWICE will likely follow the “together and apart” model of other veteran idol groups, balancing solo activities with group projects. With their iconic bright and youthful image, TWICE will need to carefully shape their next chapter to remain K-pop’s reigning queens.
Sources: Daum
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