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K-pop powerhouse TWICE recently reflected on their remarkable decade-long journey during an intimate backstage interview at the Kia Forum, where the group took a moment amid their ambitious “THIS IS FOR” World Tour to consider both their storied past and promising future.

The nine-member ensemble—Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung, and Tzuyu—spoke candidly about reaching this significant milestone, a rarity in the notoriously competitive K-pop industry where many groups disband within their first few years.

“Even after ten years, we feel there’s so much more we can do,” said group leader Jihyo, highlighting the members’ continued ambition despite already achieving what many would consider career-defining success across Asia and increasingly in Western markets.

The interview coincided with the release of their anniversary project “TEN: The Story Goes On,” a landmark album for the group as it features individual solo tracks from all nine members—a first in their extensive discography that spans dozens of releases since their 2015 debut.

“Having solo tracks gave us each a chance to express our individual colors while still being part of TWICE,” explained Nayeon, who previously became the first member to release a solo mini-album in 2022. “It’s a balance we’ve been working toward for years.”

That balance—between group identity and individual expression—appears to be a cornerstone of TWICE’s longevity in an industry where creative differences often lead to group disbandments. The members revealed their collaborative approach to comebacks involves extensive group chats and meetings where all voices are heard.

“Our process has evolved over the years,” Dahyun noted. “In the beginning, we were mostly following directions, but now we actively participate in decisions about concepts, music direction, and even choreography details.”

This increased creative control coincides with the group’s evolving definition of success. While early achievements were measured in music show wins and streaming numbers, the members now prioritize artistic fulfillment and meaningful connection with their fanbase, known as ONCE.

“Seeing fans from different countries singing our Korean lyrics word for word—that’s success to us now,” said Sana, referencing the group’s expanded global presence that has seen them perform in major venues across North America, Europe, and Asia.

Industry analysts point to TWICE’s consistent reinvention as key to their sustained relevance. Since their cute, bubblegum pop beginnings with hits like “TT” and “Cheer Up,” the group has gradually incorporated more mature concepts and sophisticated musical styles, culminating in recent releases that showcase enhanced vocal abilities and complex choreography.

The group has also successfully navigated the challenging transition from their original entertainment company contract to renewed terms in 2022, a critical juncture where many K-pop groups face difficult decisions about continuing together.

Beyond their own releases, TWICE has expanded their cultural footprint through collaborations with Western artists and contributions to mainstream media. They discussed their song “Takedown,” featured in the popular Netflix series “KPop Demon Hunters,” as an example of broadening their creative horizons.

“Contributing to soundtracks and exploring different musical avenues keeps things fresh for us,” Chaeyoung explained. “It’s important not to repeat ourselves after so many releases.”

As TWICE embarks on their second decade together, they’re pioneering a new model for K-pop longevity. While the industry has historically focused on launching new groups rather than sustaining established ones, TWICE’s continuing commercial success and artistic growth suggest there’s significant value in allowing groups to mature with their audience.

“When we debuted, nobody talked about a K-pop group lasting ten years and still growing globally,” reflected Mina. “We’re writing that story as we go, and we’re grateful to have fans who grow with us.”

With sold-out world tours, consistent album sales, and an ever-expanding international fanbase, TWICE’s journey represents both a personal triumph for the nine women and a potential blueprint for the future of K-pop’s global ambitions.