[TF Focus] TWICE at a Crossroads with Nine Members... Conditions for a Third Golden Age

Jeongyeon, Chaeyoung, and Jihyo leave JYP one after another for a new startDespite their will to continue group activities... realistic challengesAs TWICE stands at the crossroads of their second contract renewal with JYP, three members have chosen different paths. TWICE, which has evolved over the past 11 years to become a top global girl group, now faces a critical juncture unlike any before. / The photo is of a world tour poster. / JYP Ent.[Jeong Byeong-geun | Reporter Jeong Byeong-geun] Girl group TWICE has enjoyed two golden ages over the past 11 years. They swept the Korean music scene upon their debut, and just when their popularity seemed to be waning, they expanded their stage to overseas markets, transforming into a global stadium group. In this way, they have maintained their status as a top-tier girl group for 11 years. And now, they stand at a critical juncture of a different nature than before.The change lies in the members' whereabouts. Although all nine members re-signed with JYP Entertainment (hereinafter JYP) in September 2022, Jeongyeon, Chaeyoung, and Jihyo have successively left JYP as the second contract renewal period arrives this year. The whereabouts of Nayeon, Momo, Sana, Mina, Dahyun, and Tzuyu have not yet been clearly determined. While all have expressed their intention to continue group activities, whether that intention can be realized and run smoothly is a separate issue.TWICE debuted in October 2015 and immediately rose to the top by hitting it big with "CHEER UP" and "TT" the following year. Since then, they have continued their popularity with songs like "KNOCK KNOCK," "LIKEY," "What is Love?," "FANCY," and "Feel Special." The addictive music and the combination of nine unique and friendly members were a clear competitive advantage.Having solidified their position, TWICE turned their attention overseas. Starting with their debut in Japan in 2017, they built a fandom across Asia and entered the North American market in 2019. After the full group renewal in 2022, their global activities accelerated. They performed at the Sofi Stadium and MetLife Stadium in the U.S., the Nissan Stadium in Japan, and this year, they entered the Tokyo National Stadium.Their sixth world tour, "THIS IS FOR," which concluded in July, was their largest ever, with 81 performances in 44 regions worldwide. Approximately 1.2 million fans attended the shows in North America and Japan alone.While their explosive power on domestic music charts was not the same as in their early days, their presence in the global concert market actually grew. Instead of their popularity fading, they expanded their performance stages and created a new golden age. This is what sets TWICE apart from other long-standing girl groups. Thus, TWICE has opened two peak periods in different ways over the past 11 years.The problem starts now. The team's brand value accumulated over 11 years remains strong, but as the members scatter to various agencies, the method of maintaining it will fundamentally change.Jeongyeon has moved to Baro Entertainment, home to actress Gong Seung-yeon, and announced her new start as an actress. She is also set to make her screen debut in the movie "New Recruit: The Ghost Who Lives in the Military Hospital." Chaeyoung has announced independent activities that will expand the musical direction of her solo album released last year. This is her intention to freely express her musical taste and creative capabilities.The choice of Jihyo, the team's leader, is even more symbolic. She left JYP, where she had been for a remarkable 21 years including her trainee period, to establish EMITHAUS. Jihyo, who proved her vocal and performance skills with her solo album "ZONE" in 2023, is expected to expand her activities as a solo artist and the head of an independent label. This is a choice that goes beyond simply moving agencies.The other members also have sufficient foundations for independent activities. Nayeon has shown her competitiveness as a solo artist with several EPs and singles, and Tzuyu has also confirmed her potential for a solo career. Japanese members Momo, Sana, and Mina have established a separate musical identity and fandom in Japan through the unit MISAMO. In February of this year, they even released their first full album in Japan, "PLAY."TWICE's Jeongyeon, Chaeyoung, and Jihyo (from left) have left JYP Entertainment one after another. While they have expressed their intention for group activities, they must overcome various realistic challenges for future group activities. / TWICE DBThree members have already begun activities at different agencies, and there are rumors of a failed contract renewal for Tzuyu. Realistically, the members are scattered across at least five different agencies.In particular, several members have a strong interest in acting. Dahyun is expanding her presence as an actress through films like "You Are the Apple of My Eye" and dramas like "Love Me." Following Jeongyeon, Sana will also challenge acting by appearing in the Korean-Japanese co-production film "Nyanie" with Japanese actor Takeru Satoh. If their acting activities become more active in the future, coordinating group schedules will become even more complicated.Unlike music activities, film and drama schedules are difficult to adjust solely based on the individual circumstances of the actors involved. The schedules of the production team and other actors, filming periods, post-production work, and promotion of the work are all intertwined. For TWICE, which must undertake long-term overseas tours, even the filming schedules of one or two members can affect the entire plan.Nationality and base of activities are also variables. Momo, Sana, and Mina are from Japan, and Tzuyu is from Taiwan. Given their high recognition and fandom in their respective countries, there is a strong possibility that they will increase their activities in their home countries. If they expand their local activities separately from group activities, securing common time for all nine members will become even more difficult.JYP, as a single company, was able to comprehensively coordinate TWICE's albums, concerts, and individual member activities. However, as the agencies change, each company will inevitably prioritize the activities and profits of its affiliated artists. The number of issues to coordinate increases, including album production and promotion costs, profit distribution from concerts, and schedule conflicts with individual activities.Albums and activities can be concentrated and pushed forward for a certain period. On the other hand, large-scale tours require clearing long-term schedules for concert preparation, rehearsals, and overseas travel. TWICE's strongest competitive advantage as a global stadium group may actually become a burden in future activities.However, it is too early to be pessimistic about the team's future. Jeongyeon, Chaeyoung, and Jihyo have clearly stated their intention to continue TWICE's activities even after leaving their agency. The bond the members have built over 11 years and the solidarity of the global fandom, ONCE, are assets that will not easily disappear. Attracting new fans through individual activities could even enhance the team's value.However, maintaining the team and maintaining the team's top-tier competitiveness are different matters. TWICE's name can remain intact even if full group activities occur sporadically. However, to continue their presence as a top active group by consistently releasing new music and meeting global fans at concerts, a stable activity system is necessary.Looking at the precedents of previous large groups, it is highly likely that TWICE will realistically shift to a format that emphasizes individual activities while concurrently pursuing full group albums and special concerts. The most important thing is how specifically JYP and the respective agencies agree on the priority, schedule, and operational methods for group activities. New music and stages must also support this.TWICE, which has reigned at the top in different ways over the past 11 years, is now facing its third challenge. The market is not forgiving enough to maintain its current status simply by continuing as a team, releasing one album at a time sporadically. A new golden age is only possible when individual growth and team evolution are intertwined. TWICE is at a point where it must find that answer.[Entertainment Department | ssent@tf.co.kr]kafka@tf.co.kr