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As K-pop sensation TWICE approaches their 10-year anniversary, the nine-member group shows no signs of slowing down, reflecting instead on a journey that continues to evolve with ambitious new projects and creative growth.

Speaking backstage at the Kia Forum during their “THIS IS FOR” World Tour, the group sat down with Associated Press entertainment journalist Liam McEwan to discuss their milestone anniversary and future aspirations. Members Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung, and Tzuyu shared insights into their decade-long career and the creative process behind their anniversary release.

“There’s so much more we can do,” one member emphasized during the interview, highlighting the group’s determination to continue pushing boundaries even after establishing themselves as one of K-pop’s most successful acts globally.

The group’s anniversary project, “TEN: The Story Goes On,” marks a significant evolution in TWICE’s discography, featuring individual solo tracks from all nine members for the first time. This creative direction represents a natural progression for a group that has maintained remarkable cohesion while increasingly showcasing individual talents.

Industry analysts note that TWICE’s longevity is particularly impressive in the fast-paced K-pop landscape, where many groups struggle to maintain momentum beyond their initial years. Their continued commercial success and growing international fanbase, known as ONCE, have cemented their position as standard-bearers in the third generation of K-pop acts.

During the interview, members discussed how their definition of success has transformed throughout their career. What began as a focus on chart performance and music show wins has evolved into prioritizing artistic satisfaction and meaningful connections with fans across continents.

The group offered rare insights into their creative process, revealing how new comebacks often germinate in group chats and meetings. This collaborative approach has been key to maintaining their distinctive sound while experimenting with new genres and concepts across their extensive discography.

TWICE also addressed the delicate balance between group activities, subunit projects, and solo endeavors. Unlike some K-pop groups where individual careers can create friction, TWICE appears to have navigated this transition smoothly. Their management company, JYP Entertainment, has gradually introduced solo and subunit activities while maintaining the group’s core identity.

“We support each other’s individual growth,” explained Jihyo, the group’s leader. “It actually makes us stronger when we come back together.”

The interview also touched on TWICE’s contribution to Netflix’s animated series “KPop Demon Hunters” with their track “Takedown.” This collaboration represents the group’s expanding influence in global entertainment beyond traditional music releases.

Music industry observers point out that TWICE’s evolution mirrors broader shifts in K-pop’s global strategy. As one of the most successful girl groups internationally, they’ve helped pioneer the expansion of Korean pop music into Western markets through strategic English-language releases and extensive touring.

The group’s current world tour, which includes multiple sold-out arena dates across North America, Europe, and Asia, demonstrates their remarkable global appeal. Tickets for many shows sold out within minutes, reflecting demand that rivals many Western pop acts.

As they approach their tenth anniversary in October 2025, TWICE finds themselves in rarified territory for K-pop groups, many of which disband or lose members well before reaching a decade milestone. Their continued unity and creative ambition suggest they may redefine expectations for longevity in an industry often criticized for its high-pressure environment and short career trajectories.

“We’re still discovering new sides of ourselves,” noted Nayeon, the group’s oldest member. “Ten years feels like both a long time and just the beginning.”

With their balance of commercial success and artistic growth, TWICE continues to demonstrate why they remain at the forefront of K-pop’s global expansion, with a decade of achievements behind them and seemingly limitless possibilities ahead.