In a remarkable feat that reflects their ever-growing international influence, K-pop sensation TWICE has reached a new career milestone on the Billboard Hot 100, the definitive chart for popular music in the United States.
Their latest hit single “Strategy”, originally released in late 2024, has been steadily climbing the charts and has now achieved the group’s highest position to date as a full unit, landing at No. 62.
This marks not just another achievement for the globally renowned girl group, but also a significant moment in the evolution of K-pop’s impact on Western music markets.
The continued chart success of both group and subunit tracks showcases TWICE’s adaptability, musical depth, and mass appeal beyond borders.
“Strategy” Climbs Higher Each Week
“Strategy” was first released in December 2024, but it found renewed momentum in 2025 thanks to its inclusion in the high-profile animated film soundtrack “KPop Demon Hunters.”
The track, infused with cinematic intensity and TWICE’s signature polished vocals, resonated strongly with both longtime fans and new listeners who discovered it through the film.
Its steady rise is evidence that quality music, combined with strategic media exposure, can extend the lifespan and reach of a release well beyond its original promotional window.
Now in its fourth consecutive week on the Billboard Hot 100, “Strategy” has reached No. 62, breaking the group’s previous record for highest placement on the chart.
Each week, the song has climbed higher—testament to its growing popularity through streaming, radio play, and digital sales in the competitive U.S. market.
This isn’t the first time TWICE has entered the Hot 100, but the current performance of “Strategy” represents a breakthrough.
While past entries mostly hovered in the lower reaches of the chart, this latest run positions the group closer than ever to mainstream American recognition.
Subunit Power: “Takedown” Climbs Too
Adding to the excitement, a separate track from the “KPop Demon Hunters” soundtrack—“Takedown”—is also seeing success on the Hot 100.
Performed by TWICE members Jeongyeon, Jihyo, and Chaeyoung, this powerful subunit track has reached No. 60 in its sixth week on the chart, a remarkable achievement for a non-promotional B-side by a trio within the larger group.
“Takedown” features a more aggressive and intense musical style than TWICE’s typical releases, aligning with the darker tone of the animated film.
The unique combination of strong vocals, rap sections, and cinematic production has proven to be a hit with international audiences.
The simultaneous charting of both “Strategy” and “Takedown” underscores the versatility of TWICE as both a group and as individual performers, capable of adapting their sound for different concepts and narratives.
Crossover Appeal and Global Strategy
TWICE’s recent Billboard success is a clear indicator of their smart and evolving global strategy.
By aligning with a major multimedia project like “KPop Demon Hunters”—which caters to both K-pop fans and a broader pop-culture audience—the group has positioned itself at the intersection of music, animation, and global storytelling.
This multimedia synergy has helped introduce TWICE to new fans, especially in the U.S., where mainstream exposure often hinges on cross-industry collaborations.
The success of “Strategy” and “Takedown” mirrors similar moves made by Western pop stars who leverage film or streaming partnerships to boost their music’s reach.
TWICE’s agency, JYP Entertainment, appears to be acutely aware of this trend and has executed a calculated campaign that blends quality music releases with broader cultural visibility—proving once again that K-pop is not just about catchy songs, but about creating moments that live across platforms and fandoms.
A Moment Worth Celebrating for ONCEs
For TWICE fans—known as ONCEs—this moment is especially sweet. Seeing their favorite group earn new accolades and break into uncharted territory on the Billboard charts is not only a win for the artists but a reward for years of consistent support and passion from fans around the world.
Social media has been flooded with celebratory posts, streaming campaigns, and hashtags like #TWICEStrategyOnHot100 and #TakedownHits60, as fans express their pride and push the group further up the charts.
