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K-pop sensations TWICE are marking a significant milestone as they approach a decade together in the music industry, reflecting on their journey while continuing to push creative boundaries.

In a candid backstage interview at the Kia Forum during their “THIS IS FOR” World Tour, the nine-member group shared insights into their evolution and future aspirations with Associated Press entertainment journalist Liam McEwan.

“There’s so much more we can do,” the members expressed collectively, highlighting their commitment to growth despite already achieving remarkable success in the competitive K-pop landscape since their 2015 debut.

The group—comprising Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung, and Tzuyu—recently celebrated this landmark with their anniversary release, “TEN: The Story Goes On.” The project marks a significant artistic step for the ensemble, featuring solo tracks from each member for the first time in their extensive discography.

This personal approach to their anniversary release represents a natural progression for one of K-pop’s most enduring girl groups. As the members have matured as artists, their definition of success has evolved alongside their musical identity.

“We communicate constantly through group chats and meetings when planning comebacks,” one member revealed, offering a glimpse into their collaborative process. This ongoing dialogue has helped them maintain cohesion while allowing individual members to explore their unique artistic voices.

TWICE’s longevity in an industry known for rapid turnover speaks to both their adaptability and the strong connection they’ve built with fans globally, known as ONCE. The group’s ability to navigate the delicate balance between maintaining their signature sound and exploring new musical directions has kept them relevant in an increasingly competitive market.

Industry analysts note that TWICE’s decade-long career represents exceptional staying power in K-pop, where many groups disband or lose momentum after just a few years. Their consistent album sales and touring success have established them as one of the most commercially viable acts in the genre.

The members also discussed the challenge of balancing solo ambitions and subunit projects while maintaining the core group’s identity. This balancing act has become increasingly common among established K-pop groups, allowing members to express individual artistry while preserving the collective brand that fans have come to love.

“We’re always thinking about how to move forward creatively without repeating ourselves,” another member explained, addressing the pressure to innovate while staying true to the elements that defined their initial success.

Beyond their musical endeavors, TWICE has expanded their reach into other entertainment sectors. They highlighted their contribution of the track “Takedown” to Netflix’s popular animated series “KPop Demon Hunters,” exemplifying how K-pop’s influence continues to permeate global popular culture.

This crossover success reflects the broader trajectory of K-pop’s international expansion, with TWICE positioned as key cultural ambassadors alongside groups like BTS and BLACKPINK.

As they look toward the future, TWICE appears focused on sustainable growth rather than chasing fleeting trends. Their approach to their tenth anniversary emphasizes artistic development and personal expression, suggesting a group that values longevity and creative fulfillment over immediate commercial returns.

Music industry experts point to TWICE’s evolution as a blueprint for sustainability in the often ephemeral world of pop music—balancing commercial appeal with artistic growth, group identity with individual expression, and maintaining core values while embracing change.

As their world tour continues, TWICE stands at a pivotal moment, having already achieved what few K-pop groups have managed: lasting relevance across a decade of rapid industry changes. Their reflections backstage at the Kia Forum weren’t just a look back but a clear indication that their story, as their anniversary release suggests, goes on.