It’s official: TWICE has hit the big 1-0—but if you think they’re slowing down, think again. The K-pop powerhouse is celebrating its 10th anniversary, not with a nostalgic rewind, but with a bold leap into a new era.

This July, the group released THIS IS FOR, their first full-length English album, followed just days later by a deluxe version. And as if that wasn’t enough, they’re kicking off a massive world tour that’s already garnering global attention. It’s a full on showcase of how far they’ve come, and how they’re still actively shaping the sound of now, especially for their international audience.

THIS IS FOR, released on July 11 with the deluxe edition following on July 14, marks a fresh sonic direction for TWICE. Drawing from early-2000s-inspired Western pop and R&B influences, the album is rhythm-driven and unapologetically feminine, while retaining the polish, clarity, and charm the group is known for. The melodies feel familiar, even nostalgic—but the delivery is more confident, current, and unmistakably theirs. Rather than simply borrowing from Y2K pop trends, TWICE reworks them with intention, adding their own voice and perspective.

This thoughtful approach is clearest in the album’s tracklist. Sub-unit tracks like “BATTITUDE” and “DAT AHH DAT OOH” pulses with swag and power, while “LET LOVE GO” offers a softer, romantic break that balances the record out. Even as they pivot toward Western markets with a fully English release, TWICE holds on to the qualities that made them chart-toppers: their musical versatility, vocal cohesion, and the ability to pull listeners into their world with ease. If anything, they’ve simply expanded their range by finding that sweet spot between global appeal and their signature tone.

That balancing act—evolving while staying grounded in who they are—is what makes THIS IS FOR such a significant landmark in their discography. While the title track itself divided fans due to its short runtime, it fits better within the album’s full narrative and listening experience. In fact, other tracks are already emerging as fan favorites: “MARS” and “OPTIONS” have been praised for their catchy hooks and layered production, with many ONCEs noting how the album feels like a culmination of the group’s growth over the years. For some, it’s TWICE’s most cohesive work yet—proof that ten years in, the group is still leveling up.

Vocally, the members sound more assured than ever. Singing entirely in English, they navigate phrasing and tone with ease, while still delivering the charisma and expressiveness that have always been central to their sound. There’s a smoothness in their performance that speaks to their experience, but also a lightness that keeps things fun and engaging. 

That same energy is what they’re taking on the road with their upcoming THIS IS FOR World Tour. The festivities began with two nights of concerts in Incheon on July 19 and 20, and will soon be followed by a major dome tour across Japan—stopping in Osaka, Aichi, Fukuoka, and Tokyo. From there, they’ll travel to Macao, Bulacan, Singapore, Sydney, Melbourne, Kaohsiung, Hong Kong, and Bangkok. It’s a packed schedule, and more dates are already on the way. Given the scale and ambition of this tour, it’s clear that they’re treating this anniversary not just as a milestone but as a launchpad for their next chapter.

In a fast-moving industry where trends can shift overnight, TWICE’s ability to remain relevant and redefine themselves is rare. The Y2K-pop sound might be everywhere now, but the way TWICE handles it feels refreshingly theirs. They’ve gone bubblegum cute to mature and elegant—and now, with this confident, cool reinvention, they’re showing just how much range they really have. It’s not about chasing trends—it’s about claiming their place within them.

Ten years in, THIS IS FOR feels like more than just an album title, it’s a statement of purpose. This is for the fans who’ve stuck with them, for the listeners just discovering their music, and for themselves as artists still growing, still curious, still evolving. It’s a joyful declaration that they’re not done yet. In fact, they’re just getting started. 

PHOTOS: twicetagram (via Instagram)