[비즈한국] On April 28, when the 5th generation girl group 'HITGS' officially debuted, they drew attention by naming 'TWICE' as their role model. They cited their ability to freely and expertly pull off a diverse range of concepts as the reason.
The selection of 'TWICE' rather than 'BLACKPINK' as a role model could be considered unusual. This is because there is a recent tendency in K-pop to view self-producing artist groups with stronger individual activities as the ideal. On the other hand, the success model of TWICE, which has shown the attributes of a 'long-running idol group' through sequential expansion, may still be valid for Korean idol groups. Examining the trajectory of TWICE will likely be meaningful for 5th generation girl groups as well.
The girl group 'TWICE' surprised the industry in January 2023 by becoming the first K-pop act to win the 'Breakthrough Artist' award at the 'Billboard Women in Music Awards.' Considering that the 'Billboard Women in Music Awards' is a large-scale ceremony honoring the top female artists, creators, producers, and executives who have had the greatest impact on the music industry over the past year, this achievement is highly significant. It was a remarkable feat following their first entry onto the Billboard 200 with 'MORE & MORE' in 2020 and their first entry onto the Spotify Daily Top Artists US chart on November 12, 2021.
Formed in 2015, TWICE enjoyed the heyday of 3rd generation girl groups in 2016 with the two songs 'CHEER UP' and 'TT.' They were the first Korean female artists to surpass 100,000 copies in first-week sales. Following groups like KARA and Girls' Generation, which sparked the second Hallyu wave in Japan, it was TWICE that led the third Hallyu wave. From their debut year in Japan in 2017 through 2024, they ranked first in the K-pop girl group category for total annual Oricon sales for eight consecutive years and also topped the overall total revenue rankings. They appeared on NHK's year-end music program 'Kōhaku Uta Gassen' for three consecutive years from 2017 to 2019, and again in 2022 and 2024, setting the record for the most appearances by a K-pop girl group (five times). They not only became the first K-pop girl group to hold a Japanese dome tour but also set the record for the shortest time between debut and performing at the Tokyo Dome among all international artists.
However, these achievements were centered in Asia, primarily Japan. When TWICE signed with a U.S. label in February 2020 to enter the North American market, there were voices of concern. They were already over six years past their debut. Furthermore, there was a strong perception that BLACKPINK was the leader in the West, while TWICE was the top group in Asia.
But this perception soon began to shatter. Their 2021 release 'Taste of Love' became only the second album by a K-pop girl group to enter the Billboard 200 Top 10, and their follow-up album 'Formula of Love: O+T=<3' also reached the Top 10, achieving a remarkable feat. With this, they became the first K-pop girl group to place two albums in the Top 10 in a single year. TWICE's English songs 'The Feels' and 'MOONLIGHT SUNRISE' climbed into the upper ranks of the Hot 100. Their 2023 release 'READY TO BE' climbed as high as number 2 on the Billboard 200 with the highest sales volume ever for a K-pop girl group.
And finally, in 2024, their 13th mini-album 'With YOU-th' created a sensation by hitting number 1 on the Billboard 200. While they were the eighth K-pop group to achieve a number 1 ranking, following BTS, BLACKPINK, NewJeans, TXT, Stray Kids, SuperM, and ATEEZ, it was especially significant as the first such record set by a 10th-year girl group. In a sense, TWICE realized the dream that JYP's Wonder Girls could not achieve in the past.
In short, TWICE demonstrated a success model different from existing K-pop cases. Ultimately, they became the first girl group to achieve top popularity in Asia and then expand to encompass the Western world. Usually, girl groups enter the global market beyond Asia around their 2nd or 3rd year. Today's 5th generation idols head straight for the global stage. Because popularity tends to fade after a certain period of activity, many do not even dare to attempt entry into North America. In particular, for a 6th-year girl group facing the 'seven-year jinx,' choosing to enter the North American market was not an easy decision.
In fact, TWICE immediately faced headwinds after entering North America. The COVID-19 pandemic struck. Amidst a health crisis where in-person contact was difficult, TWICE's activities could not proceed smoothly. However, this paradoxically became a favorable factor. As people were semi-forcibly quarantined and began consuming non-face-to-face content, fans around the world enjoyed the content TWICE had accumulated over the years, including past albums, music videos, and performance footage. This was because they had a much richer library of content than newer girl groups. It was the epitome of 'digging culture.' In particular, it was easy to become a fan due to their simple and catchy 'killing point' choreography, and they had many songs and dances optimized for TikTok dance challenges, which fit the Shorts format. This appealed to Gen Z, who value participation.
In addition, their melody-driven songs with strong addictive qualities attracted a new global fandom. Their value, optimized for mobile content, was well-recognized even by young fans. In a way, their actions were ahead of their time.
Unlike most Korean girl groups that split up, disband, or scatter into acting or solo activities after their standard contract period expires, the fact that TWICE continues to show full-group activities is also a backdrop to their popularity. Thanks to their strong bonds, friendship, and solidarity, they are able to create high-quality performances and content.
Above all, TWICE shows that a girl group is not merely a tool for success. They have left an impression by demonstrating that they love music and are passionate until the very end. Their attitude as a long-running girl group, fulfilling their responsibilities and calling to their fans to the end, has further strengthened their fandom. This is possible because they do their best to make fans happy and joyful with their eyes and ears, just as their name implies. Their consistent, fan-centered activities from the very beginning create a virtuous cycle. The identity of K-pop, which involves not just communicating with fans but also inducing their participation, remains present even for artists and idols who have evolved into the 5th generation.
The author, Kim Heon-sik, has been walking through or clearing the forest of popular culture phenomena since his 20s, with the expectation that there is a way to make the world a better place through culture. In the 21st century, where artificial intelligence and quantum computers are active, he continues on the same path with the same belief.