Global K-pop icons TWICE have once again proven the power of music longevity and fandom support.
Nearly eight months after its initial release, the group’s 2024 title track “Strategy” has officially debuted on the UK’s Official Singles Chart, entering at No. 85 for the week of July 31 to August 6, 2025.
This unexpected chart surge highlights how TWICE’s influence continues to grow internationally—and how a clever mix of timing, soundtrack exposure, and loyal fans can breathe new life into a track long after its debut.
A Late Bloomer on the Charts: What Sparked the Surge?
Originally released in December 2024, “Strategy” had a strong reception among TWICE fans and K-pop listeners worldwide but did not immediately chart in the UK.
Fast-forward to summer 2025, and the song is now riding a wave of renewed popularity, thanks to its inclusion in the blockbuster animated film “KPop Demon Hunters.”
As part of the movie’s official soundtrack, “Strategy” was reintroduced to international audiences, coinciding with a rising global interest in K-pop-themed media.
This well-timed exposure appears to have re-ignited interest in the track—especially in the UK, where K-pop’s mainstream recognition has grown rapidly over the past few years.
More Than One Hit: “Takedown” Enters Even Higher
Not only did “Strategy” chart, but “Takedown”, a track performed by Jeongyeon, Jihyo, and Chaeyoung, also made its debut on the UK chart at No. 63.
Despite being a sub-unit performance, the track was credited to TWICE as a whole, likely to enhance brand recognition in overseas markets.
“Takedown” also originates from the “KPop Demon Hunters” soundtrack and has become a standout track due to its cinematic energy and fierce vocal delivery.
The dual charting of both songs shows just how impactful a multimedia crossover can be, especially when K-pop groups are involved in animated or narrative-driven content.
TWICE’s UK Chart History: Building Momentum
This is not TWICE’s first brush with UK chart success. The group first appeared on the Official Singles Chart in 2021 with their English-language single “The Feels,” which peaked at No. 80.
That release marked a significant milestone, making TWICE one of the few K-pop girl groups to break into the UK mainstream at the time.
Four years later, their chart re-entry—especially so long after “Strategy” first dropped—demonstrates the expanding longevity of K-pop tracks, particularly when supported by crossover promotions and multi-platform enlargement.
TWICE now joins a growing list of Korean artists whose music is finding long-tail success in Western markets.
Fandom Power + Media Synergy = Success
A key factor in this resurgence is undoubtedly the group’s passionate fandom, ONCE, who continue to support the group through digital streaming, social media promotion, and synchronized fan efforts. But it’s also a case study in strategic content placement.
The inclusion of “Strategy” and “Takedown” in a widely streamed film like “KPop Demon Hunters” boosted the songs’ visibility, especially with new audiences who may not have followed TWICE closely before.
The soundtrack’s growing traction—alongside global chart activity from other featured artists like HUNTR/X, who recently hit No. 1 in the UK—created a perfect storm for TWICE’s music to gain renewed momentum.
The Bigger Picture: K-pop’s Expanding Global Reach
TWICE’s chart activity in the UK is part of a broader trend: K-pop is no longer confined to South Korea or Asia.
With more K-pop songs appearing on UK, US, and global streaming charts, the genre continues to evolve from niche to mainstream.
In particular, the Official Singles Chart—often seen as the UK’s equivalent to the Billboard Hot 100—has become a key indicator of international music success.
For TWICE, landing not one but two tracks on the chart at once is a significant achievement and a sign of sustained interest in their music catalog.
TWICE’s Global Era Isn’t Slowing Down
With multiple successful releases, world tours, and endorsements under their belt, TWICE has firmly established themselves as global K-pop ambassadors.
Their ability to chart in the UK so many months after a release shows not only the group’s commercial power but also their cross-generational, cross-media appeal.
Whether through high-energy dance tracks or cinematic soundtrack contributions, TWICE continues to evolve their brand while maintaining the same core charm that first captured the hearts of fans worldwide.
What’s Next for TWICE?
Although this latest chart achievement was largely fan-driven and tied to a film project, it’s likely to influence future promotional strategies.
More global partnerships, Western media appearances, or even English versions of recent hits could be on the horizon.
For now, fans are celebrating the moment and hoping that the success of “Strategy” on the Official Singles Chart is just the beginning of a new wave of recognition for the group outside of Asia.
Congratulations to TWICE on this surprise success—proof that with a good song, great timing, and a loyal fandom, it’s never too late to make chart history.
