From the new generation national female group
In October 2015, 9 trainees debuted under the new girl group lineup of the JYP entertainment empire – TWICE. Right from their debut, the 9-member lineup with equal visuals and talent reminded the public of SNSD in their heyday. TWICE quickly achieved outstanding success, spread its name and was hailed by the media as the national girl group following SNSD. During the period from 2016 – 2019, there was rarely a girl group that surpassed TWICE in terms of musical achievements and popularity.
TWICE debuted in October 2015 with debut MV Like Ohh-Ahh
Start with 1 Like Ooh-Ahh Unique, edgy, TWICE suddenly became a youth icon with a super hit Cheer Up. This is the product that marks TWICE’s consecutive hits that “broke” all digital music charts in their first years of debut. The cheerleading song has a fresh and liberal spirit, bringing 6 Daesangs to 9 girls in the first year of operation. Cheer Up became a national melody in Korea, loved and danced to by everyone.
Cheer Up marks TWICE’s series of hits that “broke” Kpop
2016 was TWICE’s most explosive year, not only Cheer Up But the comeback stage TT equally impressive. TT is one of TWICE’s MVs with the highest number of views, dance “I’m like TT” once made waves for a long time, went viral on all fronts and was also covered by many idols. Compare to Cheer Upthe effect of TT is “one nine one ten”, even the song that brought TWICE’s name further in Asia.
Super viral choreography in TWICE’s TT
Continuously for 3 years from 2016 to 2018, TWICE is the only girl group to continuously achieve Perfect All-Kill for at least 2 songs a year. With their groundbreaking digital music achievements, TWICE became the “national darling”, a fear of many artists when making a comeback at the same time. TWICE reached the position of number 1 girl group of generation 3, both digital achievements and album sales are top 1 of the generation. But that was just the story before BLACKPINK exploded with a super hit DDU-DU DDU-DU.
Continuously for 3 years from 2016 to 2018, TWICE is the only girl group to continuously achieve Perfect All-Kill for at least 2 songs a year.
Their achievements were flat, their appeal decreased with each comeback
The “girl group war” between TWICE and BLACKPINK was evenly matched between 2018 and early 2019. However, if BLACKPINK gained international momentum and achieved great success, TWICE gradually lost its form from the era. More & More, I Can’t Stop Me. The digital music situation slowed down even more when the group reached its 5th year of operation – 2020. The public began to be skeptical about the ability to maintain the reputation of JYP’s “golden egg-laying hen”.
TWICE gradually lost their form from the More & More era
TWICE continuously makes comebacks, averaging 2-3 promotions per year, but in recent years, the group’s appeal has gradually decreased. Many products even suffer from poor performance and are “disappeared” on digital music charts. During the comeback fever of summer 2022, TWICE promoted Talk That Talk but cannot match the charm of the 4th generation juniors. This is also the time when NewJeans – super rookie HYBE debuted, breaking a series of records in just the first time of operation.
TWICE promoted Talk That Talk but could not match the charm of their 4th generation juniors
By early 2023, TWICE’s digital music was commented by many netizens as “unsalvageable”. English products Moonlight Sunrise “invisible” on Korean music charts. TWICE’s music no longer resonates like before, in terms of virality or ability to create trends, it is behind the 4th generation girl groups.
Recently, TWICE released the English single I Got You, the achievement is even more alarming
Recently, TWICE released an English single I Got You, was criticized as a “total flop” when neither domestic nor international digital music stood out. TWICE debuted at #130 Spotify chart, #127 Artist chart with more than 1.4 million streams. Besides, even though it is aimed at the US market, TWICE’s new song did not make it to US Spotify – the most popular application. Regarding YouTube, the MV only reached more than 10 million views in the first 24 hours, a clear decline in performance compared to previous products, a modest number for a group with a solid fandom like TWICE.
What is happening?
TWICE was once considered the most perfect successor of SNSD for the position of “national girl group”. But over time, the public increasingly feels that the title “national” is still a big deal for TWICE. There are many reasons to explain the decline in TWICE’s appeal even though the 9 girls are still working hard and there are no serious scandals affecting their reputation.
TWICE must change from the youth concept
The first reason always mentioned by fans is the music factor and JYP’s direction. TWICE made a name for itself thanks to its trend-setting formula with catchy songs, focusing on repetitive choruses. In particular, most of the songs convey positive, simple and familiar energy from the melody and lyrics. That’s why TWICE’s music is extremely easy to listen to and enthusiastically received by the public. However, the formula gradually became boring when TWICE started to change the concept.
TWICE is sexy and mature in its 9th year of operation
From “9 young girls”, TWICE gradually shifted towards a mature image, losing the number of fans who loved the group of that era. Cheer Up. Cnet commented, TWICE only suits the youthful and lovely style. But when the members pass the threshold of nearly 30, changing concepts is natural. TWICE attracts a large number of fanboys thanks to its youthful and dynamic concept.
Creating this image so successfully also negatively affects the members’ dating news. Typically, when group leader Jihyo confirmed that she was dating Kang Daniel, a group of male fans were no longer there to support TWICE.
In nearly a decade of being a Kpop idol, TWICE’s loudest noise was the lip-syncing controversy, their weak live voice did not improve. Encore stage More & More The disaster of 2020 was a “death sentence” that caused TWICE to be flooded with criticism from Knet. Vocals are forever a “minus point” that makes TWICE underestimated when it comes to performance skills.
Encore More & More – TWICE
But TWICE’s success is undeniable. “The next wave overtakes the previous wave” is common sense in the entertainment world. Especially in a competitive market like Kpop, girl groups only have a few years of “life span”, exploding and then gradually stabilizing their reputation. In their 9th year, the group maintains a large fandom, sells out concerts, and has top album sales among girl groups.
Having simultaneously re-signed in July 2022, TWICE still has a lot of time to work together. With their current name, TWICE works hard on tours and can still bring in regular revenue. Besides, the group often makes comebacks to warm up their name. Although their achievements cannot be as explosive as in their heyday, TWICE has its own fan base that loves their music.
The Japanese trio Mina, Sana, and Momo also maintain influence in their homeland. TWICE is a rare girl group that can hold large-scale concerts in the land of the rising sun. Reaching the status of a national girl group, TWICE working solo can still enjoy good resources and not worry about “losing a job”.
TWICE will officially comeback with a mini album With Youth on February 23
