In 2025, TWICE isn’t just touring the world—they’re redefining what it means to be a global pop act. From their multilingual releases to their headlining slot at Lollapalooza, the nine-member powerhouse is executing a strategy that blends cultural fluency, visual innovation, and fan-first touring choices.
🗣️ Language as a Bridge
TWICE’s discography now spans Korean, Japanese, and English, with tracks like “The Feels” and “I GOT YOU” designed to resonate with international audiences. Their July 2025 album THIS IS FOR continues this trend, featuring bilingual lyrics and collaborations with Western artists like Megan Thee Stallion. This linguistic versatility isn’t just a nod to fans—it’s a calculated move to dominate global charts and playlists.
🎨 Visuals That Speak Volumes
From Y2K-inspired aesthetics to high-fashion editorial shoots, TWICE’s visuals are curated for global appeal. Their music videos and stage outfits blend Korean pop sensibilities with Western styling cues, making them instantly recognizable across cultures. The group’s individual brand partnerships—like Nayeon with Givenchy Beauty and Sana with Prada—further cement their status as international style icons.
🎫 Touring with Intention
TWICE’s sixth world tour, THIS IS FOR, kicked off in Incheon and spans 13 cities across Asia and Oceania, with more dates expected in North America and Europe. Their strategic choice to headline Lollapalooza 2025 in Chicago marks a historic moment: the first K-pop girl group to do so. Sharing the stage with artists like Olivia Rodrigo and Tyler, the Creator, TWICE is positioning themselves not just as K-pop stars—but as global festival headliners.
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