TWICE's 10VE UNIVERSE: How Ten Years Became K-Pop's Most Studied Success Blueprint

TWICE completed their 10th anniversary fan meeting on October 18, 2025. Titled "10VE UNIVERSE," the event at Hwajeong Tiger Dome in Seoul sold out entirely during the fanclub pre-sale and extended globally through a Beyond LIVE stream. Together, the two platforms confirmed how reliably TWICE still mobilizes its core audience — a decade in, in a fourth-generation K-pop landscape that had reshaped the competitive field around them.

The fan meeting's setlist told a decade's history in real time: opening with the custom "TWICE SONG" before moving through "Talk that Talk," "THIS IS FOR," and "Strategy," and then returning further back to "OOH-AHH하게," "SIGNAL," and "KNOCK KNOCK." The structure was not just nostalgic — it was deliberately constructed to show continuity between who TWICE was in 2015 and who they are in 2025, giving ONCEs a full-spectrum review of ten years of music in a single night.

Ten Years in a Changed Industry

TWICE debuted through JYP Entertainment's Mnet survival show "SIXTEEN" in October 2015 — a debut mechanism that was itself a product of its era, when survival competition formats defined how large K-pop agencies launched groups. The nine-member lineup that emerged included Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyeon, and Tzuyu, and within eighteen months of debut, the group had established themselves as the dominant girl group of the third generation.

By the time their fourth generation counterparts arrived — aespa in 2020, IVE and NewJeans in 2021-2022 — TWICE had already accumulated a catalog that newer groups would need years to match in depth. That accumulated weight is precisely what the 10VE UNIVERSE fan meeting was designed to honor: not a single comeback moment, but ten years of consistent output across multiple genre experiments, multiple concert tours, and multiple phases of global expansion. The addition of a special album "TEN: The Story Goes On" released alongside the event, featuring the title track "ME+YOU," provided a current-moment musical anchor for the retrospective.

The Decade's Commercial Architecture

TWICE's ten-year commercial trajectory is one of the most detailed case studies in K-pop industry history. Their early years produced a sequence of consecutive charting singles — "Cheer Up," "TT," "Knock Knock," "Signal," "What is Love?" — that demonstrated an ability to hold the top of the Korean domestic charts across consecutive years. Their Japan expansion, beginning in earnest in 2017 with a Japanese single debut, built a parallel fanbase in the world's second-largest music market that would go on to support stadium tours there.

The group's global reach expanded further through "Feel Special" (2019), "More & More" (2020), and the transition into their English-language crossover phase with "The Feels" (2021) — their first English-language single, which became their highest-charting US entry at that time. The 2022-2025 period maintained that global direction while layering in member solo projects, particularly Nayeon's and Jihyo's solo releases, that diversified the TWICE brand architecture without disrupting the group's core activities.

Fan Meeting as Mirror and Forward Signal

The decision to hold an intimate fan meeting rather than a large-scale concert for the 10th anniversary was deliberate. TWICE had the infrastructure for a stadium anniversary show — their 2023 "READY TO BE" world tour included US stadium dates — but the fan meeting format offered something a concert could not: a direct, personal interaction register that the group has always positioned as central to their identity. The Hwajeong Dome capacity is measured in thousands, not tens of thousands, and that scale made the 10VE UNIVERSE event feel like a private communication between the group and their longest-serving fans rather than a mass spectacle.

The time capsule element of the evening — members reviewing archival footage from trainee years and early promotions — served as documentation of ten years of mutual history between TWICE and ONCE. That kind of anniversary ritual, where growth is made visible and shared, functions as both backward-looking celebration and forward-facing reaffirmation. By the end of 2025, TWICE's continued activity across solo projects, group releases, and live engagements had made clear that the decade milestone was a chapter marker rather than an endpoint.

Legacy and What Comes Next

TWICE's decade run established several reference points that the K-pop industry now takes as baseline expectations: consistent music output across multiple years, successful cross-market expansion from Korea to Japan to Western markets, individual member development within a functioning group framework, and the maintenance of an emotionally coherent fandom relationship through all of it. Groups that arrived after them — fourth generation acts from 2020 onward — inherited an infrastructure that TWICE, alongside BTS and BLACKPINK, helped construct through the late 2010s.

The 10VE UNIVERSE fan meeting did not close that story. It marked a recalibration point — a moment for both group and fans to look back before continuing forward. The months following the anniversary event saw TWICE continuing active schedules, confirming that ten years in, the group remained a working entity rather than a legacy act in retirement.