The global K-pop phenomenon TWICE once again graced American late-night television with an electrifying presence, captivating audiences with their dynamic performance of "Strategy" on The Tonight Show Starring Jimmy Fallon. This latest appearance, which aired on Monday evening, February 23, represents the group's third time as musical guests on the iconic NBC program, further cementing their status as one of the most consistent and recognizable Korean acts in the United States market.
The nine-member ensemble brought their signature precision and boundless energy to Studio 6B at Rockefeller Center, transforming the intimate television studio into what felt like a full-scale arena concert. Their performance of "Strategy" showcased not only their vocal prowess but also the intricate synchronized choreography that has become their trademark. The staging, lighting, and production values demonstrated the group's ability to deliver stadium-worthy spectacles regardless of venue size, a testament to their decade of experience performing at the highest levels of global pop music.
This particular rendition of "Strategy" holds special significance as it serves as a centerpiece of TWICE's current THIS IS FOR World Tour, which has been sweeping through major markets worldwide. The song's inclusion in their setlist highlights its importance to both the group and their devoted fanbase, known as ONCE. The track's powerful beats, memorable hooks, and empowering lyrics resonate strongly with international audiences, making it an ideal choice for their continued push into Western markets.
Historical Context and Late-Night Legacy
The February 23 appearance follows a clear trajectory of growing success for TWICE on American television. Their first visit to The Tonight Show came in 2021 when they performed "The Feels," their first original English-language single that marked a strategic pivot toward global markets. That performance introduced millions of American viewers to the group's infectious charm and polished performance style. They returned in 2023 with "Set Me Free," another powerful single that demonstrated their artistic evolution and maturity. Now, with "Strategy," they complete a trilogy of appearances that charts their remarkable growth from promising K-pop exports to established international superstars.
The timing of this performance aligns perfectly with their recent triumph at the 2023 Billboard Women in Music awards, where TWICE received the prestigious "Breakthrough Award." This recognition from one of the music industry's most respected publications validated their years of dedicated work building a sustainable career outside their home market of South Korea. The award particularly acknowledged their success in touring, chart performance, and cultural impact—areas where TWICE has consistently outperformed expectations.
Arena Domination and Touring Prowess
The Tonight Show performance arrives on the heels of a spectacular three-night residency at UBS Arena in Belmont Park, New York, where TWICE made history by debuting a revolutionary 360-degree stage configuration—a first for the group and a rarity in K-pop touring. This innovative staging allows fans seated in all sections to experience an intimate connection with the performers, eliminating traditional "bad seats" and creating a more immersive concert experience. The success of these New York shows, which sold out rapidly and generated significant social media buzz, demonstrates the group's ability to continuously evolve their live production.
The THIS IS FOR World Tour's North American leg represents TWICE's most ambitious undertaking in the region to date. Having already conquered major markets, the tour continues through mid-April with an impressive slate of arena dates including stops in Atlanta, Montreal, Orlando, Boston, Chicago, Saint Paul, Denver, and Austin. This extensive routing through diverse markets across the United States and Canada showcases their broad demographic appeal and the strong infrastructure their team has built for sustained touring success.
Each venue on the tour has been upgraded to accommodate TWICE's elaborate production, which features multiple stage extensions, sophisticated LED screens, pyrotechnics, and intricate costume changes. The group's ability to sell out arenas consistently places them in an elite tier of K-pop acts capable of generating substantial revenue through live performances alone—a crucial metric of success in today's music industry where touring often represents the largest income stream for artists.
Commercial Impact and Chart Dominance
Beyond their touring achievements, TWICE has established remarkable staying power on American music charts. The group has secured multiple entries on the Billboard 200 album chart, with each release performing progressively better than the last. This chart success reflects not just their core fanbase's purchasing power but also growing streaming numbers from casual listeners discovering their music through playlists, radio airplay, and television appearances like their Tonight Show feature.
Their sustained visibility in the U.S. market represents a masterclass in long-term artist development. Rather than pursuing viral moments or one-hit-wonder status, TWICE and their management at JYP Entertainment have methodically built their American presence through regular content releases, strategic collaborations, consistent touring, and media appearances that reinforce their brand as reliable, professional entertainers. This approach has yielded dividends in the form of brand partnerships, synchronization deals, and a loyal multigenerational fanbase that continues to expand.
2025 Projects and Artistic Evolution
The year 2025 has proven particularly fruitful for TWICE, with two major projects anchoring their creative output. The THIS IS FOR World Tour runs concurrently with the promotion of their 10th anniversary release, "Ten: The Story Goes On," a commemorative album that reflects on their journey while pushing their musical boundaries forward. This dual focus on celebrating their past while aggressively pursuing future growth exemplifies the group's balanced approach to career management.
Additionally, members JEONGYEON, JIHYO, and CHAEYOUNG contributed a special version of "TAKEDOWN" to the K-Pop Demon Hunters soundtrack, showcasing individual artistic talents while maintaining group cohesion. These solo and sub-unit opportunities allow each member to explore different musical styles and expand their creative portfolios, ultimately strengthening the group's overall artistic credibility and marketability.
The soundtrack contribution also highlights TWICE's growing influence in multimedia projects beyond traditional music releases. As K-pop continues to intersect with gaming, film, and television, established acts like TWICE serve as cultural ambassadors, introducing global audiences to Korean entertainment through various entry points. This diversification strategy ensures longevity in an industry known for rapid turnover and changing tastes.
Global Pop Landscape and Cultural Impact
TWICE's continued presence on major American platforms like The Tonight Show underscores a broader shift in the global pop landscape. K-pop, once considered a niche interest, has become a dominant force in mainstream music, with groups like TWICE leading the charge through consistent quality and professional excellence. Their ability to maintain Korean cultural authenticity while adapting to international market demands creates a blueprint that many emerging acts seek to replicate.
The group's influence extends beyond music into fashion, beauty, and social trends. Members frequently appear at major fashion weeks, collaborate with luxury brands, and set beauty standards that resonate across continents. This multidimensional stardom transforms them from mere performers into cultural icons whose influence shapes consumer behavior and popular discourse.
Moreover, TWICE's success challenges traditional Western-centric narratives about global pop stardom. They demonstrate that non-English language music can achieve massive commercial success in America without compromising artistic identity. Their performances, while visually spectacular, never feel diluted or Westernized beyond recognition—they remain distinctly TWICE, distinctly K-pop, yet universally appealing.
Future Outlook and Sustained Relevance
As the THIS IS FOR World Tour continues its march across North America and beyond, TWICE stands at a pivotal moment in their career. Having successfully navigated the challenging transition from domestic sensation to global powerhouse, they now face the task of maintaining momentum in their tenth year—a milestone that many groups never reach, let alone surpass while still growing their audience.
Their strategy appears focused on deepening fan engagement through innovative live experiences, expanding their musical repertoire to include more diverse genres and languages, and leveraging individual member strengths through targeted solo activities. The Tonight Show performance serves as both a celebration of past achievements and a statement of intent for future ambitions.
With major festival appearances, potential collaborations with Western artists, and the ever-present possibility of new music releases, TWICE has positioned themselves to remain fixtures in the global pop landscape for years to come. Their journey from reality show contestants to late-night television regulars exemplifies the transformative power of K-pop and the dedication required to succeed on the world stage.
The performance of "Strategy" on The Tonight Show Starring Jimmy Fallon represents more than just another television appearance—it symbolizes TWICE's hard-earned place in the pantheon of global pop music, where they continue to light up screens and stages with their unparalleled energy, precision, and heart.