If anyone has seen me post over the last few years it's obvious I dislike the way Twice have been maneuvered over the last 2 or so years.
For me, the fundamental question I can't answer which is why I feel this way is - what is the point of this direction for Twice outside of "for the potential benefit of the company"? From a fan perspective I struggle to see how this benefits the group and members, this late into their 7 years. As a fan I also much prefer Korean promo over what we get for western promo. Twice are consistently neglecting Korean promotions in favor of western ones now. You can even see within the fandom fans are starting to act like Korean success is below them all of a sudden because Twice charted on Billboard for 3 weeks and were on a daytime TV show.
You have a group where not one member can speak English properly (leading to a lot of awkward content during Alcohol Free), are winding down to the end of their contracts and just aren't a good fit for the market (there's no long term success there for the group or members) yet JYPE will happily compromise their positions in SK/Japan, the two biggest kpop markets and where a majority of the members are natives and will have their long term careers so need to maintain relevance, for a small amount of western relevancy.
From a company perspective Twice are their biggest brand internationally, time is winding down, they've got new assets in Japan/SK so lets see how far we can push Twice in the west which is becoming more open to kpop before renewal comes up. This allows the company to build partnerships (Republic) and make contacts there for the future endeavors of their other groups/activities. Great - but I'm not a company stan so care nowt for that.
What does Twice charting on Billboard for 3 weeks accomplish outside of that for the group and its members? One more arena the next time they tour the US, which probably won't even happen before renewals come up? If they get on the Billboard 100 which is clearly their target now with an English single and multiple versions, what does that mean for the group? I don't think there's anything wrong with JYPE trying to expand Twice's reach but why is it done in such a way that it looks like they can only handle one market at a time for the group? I'm sure the members also like the idea of doing well overseas and that's also cool but how has it ended up one or the other?
Any long term career for the group and its members will be in SK/Japan. Despite all the western push/relevance BP get/have Jisoo is still working on kdramas, Jennie does multiple big CF's in SK and Rose did more promotion on Korean TV than Twice did for their recent comeback despite her songs being in English/more relevancy in the west. SK/Japan will always in the long run be the main market. Twice members will never act in the west, will never present on tv there, won't have cf's there, won't have solo careers there etc. So have the company just stopped thinking about the longevity of the group/members hence trying to get as much as they can out of them with regards to the west?
You don't have to be too into the detail of their current status to know Twice and its members are having a dwindling impact in SK. They went from being the most popular to 3rd/4th as the group have changed their sound and promotion tactics, with that number only trending towards the more they neglect the Korean market.
Is there any end goal here other than seeing how much the company can get out of Twice in the west, without wanting to risk their newer acts there first?