Q&A: K-pop girl group Twice exploded in the last decade. Then ‘KPop Demon Hunters’ came calling

The only thing rarer than success in the global pop music industry is longevity. But K-pop girl group Twice makes resilience look effortless as they celebrate a remarkable decade in the spotlight while expanding their influence into Hollywood animation.

Last year, the nine-member powerhouse — consisting of Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung and Tzuyu — commemorated their 10th anniversary with the release of “TEN: The Story Goes On.” The album breaks new ground by featuring solo tracks from each member, exploring genres well beyond the bubblegum pop that made them famous. The collection showcases their versatility with surprising entries like the country-influenced “Fix a Drink” and “Chess,” which cleverly samples Beethoven’s “Für Elise.”

Beyond their musical milestones, Twice has made an impressive foray into animation. Sony Pictures Animation approached the group to participate in “KPop Demon Hunters,” which has since become Netflix’s most-watched film of all time, accumulating hundreds of millions of viewing hours worldwide. The film made its theatrical debut in August before receiving a follow-up release during Halloween weekend.

The soundtrack’s impact has been equally phenomenal, becoming the highest-charting soundtrack of 2025 with eight songs landing on the Billboard Hot 100. Next week, the film will compete for two Academy Awards, adding further prestige to Twice’s already remarkable portfolio.

“For Twice’s solo songs, it seems like each member chose a concept that suited them well,” explains Mina, discussing their anniversary album. “And for the group songs, because we’ve been together for 10 years, we know each other’s vocal colors and strengths, so we’re able to assign parts that highlight those individual characteristics.”

After a decade in the spotlight, Twice’s definition of success has evolved. Jihyo reflects, “We’ve worked incredibly hard for the past 10 years, but honestly, I’m not sure what the criteria for success really is. If the fact that many people have listened to our music, loved it, and felt encouraged by it constitutes success, then perhaps we have achieved that. However, I still think there’s so much more we can do.”

The group’s creative process relies heavily on collaboration. “We have a company group chat, a member group chat, and several other group chats,” Dahyun reveals. “When we can’t meet in person, we discuss things there, sometimes using a voting feature to make decisions by majority vote. We also hold meetings in person at the company, where both members and staff work together to create a great album.”

Staying fresh after ten years presents challenges. “It feels like there’s a broader generational trend at play,” Jihyo notes. “We try to do what we can at that time, and we also try not to repeat what we’ve done before. Although the process gets more difficult with each album, we’re still enjoying it.”

The members’ relationship with their voices has also matured. Jeongyeon shares, “Ten years ago, my voice was one that was trying very hard to sound good, but now I’m recording with the mindset of singing in my natural voice, just being myself.”

Their participation in “KPop Demon Hunters” provided unique creative opportunities. Three members — Jeongyeon, Jihyo, and Chaeyoung — recorded “Takedown” for the credits, while the group contributed “Strategy” to the soundtrack. “Twice’s music is very bright and cute,” Jeongyeon explains, “but ‘Takedown’ is a very powerful song. During my trainee days, I only sang powerful songs, so it brought back memories, and I had a lot of fun recording it.”

As actual K-pop stars, the group found relatable moments in the film. Chaeyoung points out, “There were scenes where Mira was constantly eating something. Although portrayed dramatically in the animation, we also eat a lot after concerts because we’ve spent so much energy. Those aspects resonated with me.”

Looking ahead, Twice remains focused on longevity. “We’ve done a lot already, but our goal is to meet our fans for a long time, perform together, try new things, and continue to connect with our fans for many years to come,” Momo says.

The group has begun balancing individual pursuits with collective goals. Jihyo observes, “Over the past 10 years, we’ve put a lot of emphasis on the group. But recently, we’ve shown some unit activities, like the MiSaMo subunit and some members performing at the Victoria’s Secret Fashion Show. Dahyun is pursuing an acting career, but ultimately, these activities don’t negatively impact Twice; in fact, they bring many positive benefits.”

As they enter their second decade, Twice stands as a testament to evolution and adaptability in the fast-paced world of global pop music, setting new benchmarks for success and longevity in the industry.