TWICE has steadily set new milestones since their debut, not just in music but in global branding and fan engagement. Early hits like “Cheer Up” and “TT” earned them the nickname “Nation’s Girl Group,” and their success in Japan established them as one of the most popular Korean female acts internationally.
Their expansion into Western markets has been strategic, with English tracks, global streaming campaigns, and a strong YouTube presence. Tours have spanned Asia, North America, Europe, and beyond, further solidifying their global reach.
Merchandising has been key to building this fan ecosystem. The official Twice store provides fans worldwide access to albums, apparel, collectibles, and more. Iconic items like the Twice Candybong Z play a pivotal role at concerts, creating synchronized fan displays that strengthen the sense of community.
Twice T‑Shirts and other apparel turn fans into walking ambassadors of the group. Each purchase is a personal and public statement of fandom. TWICE’s ability to innovate musically while maintaining a consistent image has helped them navigate challenges other groups face, such as member changes or waning interest after initial hype.
Through careful planning and consistent fan engagement, TWICE has not only broken records but also created a sustainable global brand, connecting with millions while providing tangible ways for fans to participate through music and merchandise.