What's Happening?
The K-pop group TWICE made a notable appearance on The Tonight Show Starring Jimmy Fallon, performing their hit song 'Strategy'. This marks the group's third performance on the show, following previous renditions of 'The Feels' in 2021 and 'Set Me Free'
in 2023. The nine-member ensemble delivered a performance characterized by sharp choreography and a polished stage presence at Studio 6B in Rockefeller Center. This television appearance is part of their ongoing North American leg of the THIS IS FOR World Tour, which recently included a three-night run at UBS Arena in Belmont Park, New York. The group is known for their innovative stage setups, including a 360-degree stage, which they debuted during this tour.
Why It's Important?
TWICE's performance on a major U.S. late-night show underscores their growing influence and popularity in the American music market. By maintaining a consistent presence on platforms like The Tonight Show, TWICE is expanding their reach and solidifying their brand in the U.S. This is significant as it reflects the increasing global appeal of K-pop, which continues to break into mainstream Western markets. The group's ability to headline major arenas across North America also highlights their commercial success and the strong fanbase they have cultivated outside of Asia. This trend is indicative of the broader globalization of music and the cross-cultural exchange facilitated by platforms like YouTube and social media.
What's Next?
TWICE will continue their North American tour with upcoming performances in cities such as Atlanta, Montreal, Orlando, Boston, Chicago, Saint Paul, Denver, and Austin. As they progress through their tour, the group is likely to further enhance their visibility and fan engagement in the U.S. market. The success of their tour could lead to more opportunities for collaborations with Western artists and appearances on other prominent media platforms. Additionally, their ongoing activities may influence other K-pop groups to pursue similar strategies to penetrate the U.S. market.
