TWICE returns to ‘The Tonight Show’ as North American tour draws massive crowds

TWICE is once again proving its global dominance, combining a high-profile U.S. TV appearance with a record-breaking world tour across North America.

The group appeared on NBC’s The Tonight Show Starring Jimmy Fallon on February 23 (local time), marking its first return to the program in about three years.

Their performance of “Strategy” immediately captured attention, with powerful choreography, confident stage presence, and a styling concept that highlighted TWICE’s evolved performance identity. Both the studio audience and online viewers responded in real time, reflecting the group’s continued influence in the U.S. market.

A song that keeps growing in the U.S.

“Strategy,” originally released in December 2024, has shown remarkable longevity.

After being featured on the soundtrack of Netflix’s hit animated film K-Pop Demon Hunters, the track re-entered global conversations and went on to spend 17 consecutive weeks on the Billboard Hot 100. On Spotify, it surpassed 300 million streams, a clear indicator of sustained local demand rather than short-term viral interest.

The Fallon stage served as a reminder that the song is still expanding its reach.

North American tour builds real-time momentum

At the same time, TWICE is in the middle of the North American leg of its sixth world tour, THIS IS FOR.

Concerts in Belmont Park on February 18, 20, and 21 showcased the tour’s signature 360-degree open stage, allowing audiences to experience the performance from every angle. The setlist combined group hits with individual stages and special unit performances, creating a show designed for both long-time fans and new listeners.

The scale of the response confirms that TWICE’s touring power in the region remains intact.

The group’s largest world tour yet

The North American run will continue through April, eventually covering 20 cities and 35 shows.

From there, the tour expands even further:

Taipei in March,
Tokyo in late April — where TWICE will become the first foreign female act to perform at Japan’s National Stadium,
followed by a European leg across eight cities.

By the end of the schedule, the tour will reach 43 cities with 78 concerts, making it the largest in the group’s career.

A global cycle powered by both media and live stages

What makes this moment significant is the timing.

The U.S. television appearance, the long-running Billboard performance, and the sold-out arena tour are all happening simultaneously. Together, they create a cycle in which broadcast exposure drives streaming, streaming fuels ticket demand, and live performances reinforce the group’s global visibility.

It is a model that only a handful of K-pop acts have been able to sustain at this scale.

TWICE’s position in the global market

Nearly a decade into its career, TWICE is not simply revisiting the U.S. market — it is operating there with the stability of an established touring act.

With a song that continues to chart, a world tour at its largest scale, and another major American television stage completed, the group is extending its global peak rather than chasing a new one.

And for ONCE around the world, that momentum is still accelerating.