TWICE Announces Major Expansion of READY TO BE World Tour Including Highly Anticipated European Dates

The global K-pop phenomenon TWICE, managed by JYP Entertainment, has officially confirmed a significant extension to their fifth world tour, titled "READY TO BE." This announcement, disseminated via the group’s official social media channels on April 23, marks a pivotal moment for the nine-member ensemble as they broaden their reach into new territories, specifically focusing on the European market. This expansion follows the successful inauguration of the tour earlier this month in Seoul and the initial unveiling of a 17-stop itinerary across Asia and North America back in February. The move signals a strategic effort by JYP Entertainment to solidify TWICE’s status as a premier global touring act, transitioning from regional popularity to a dominant force in the international music industry.

Strategic Expansion into the European Market

The newly announced leg of the "READY TO BE" tour is particularly noteworthy for its inclusion of three major European capitals, a region where K-pop demand has seen exponential growth over the past five years. The European journey is scheduled to commence at the prestigious O2 Arena in London on September 8. The O2, known for hosting some of the world’s most successful musical acts, provides a high-capacity venue that reflects the group’s massive UK fan base. Following the London performance, the group will travel to France to perform at the Accor Arena in Paris on September 11, before concluding the European segment at the Mercedes-Benz Arena in Berlin on September 14.

Ticketing information has already begun to circulate, with sales for the London show scheduled to open at 10:00 AM on April 28. Industry analysts suggest that these venues, which boast capacities ranging from 17,000 to 20,000, indicate JYP Entertainment’s confidence in TWICE’s "sell-out" potential. Historically, European K-pop fans have often had to travel to neighboring countries to see their favorite acts; however, by securing dates in the UK, France, and Germany, TWICE is targeting the three largest music markets in Europe, ensuring maximum accessibility for their dedicated fanbase, known as "ONCE."

The Genesis of the READY TO BE Tour

The "READY TO BE" world tour is the group’s largest undertaking to date, following their highly successful "III" world tour which concluded in 2022. The 2023 tour kicked off with two sold-out nights at the KSPO Dome in Seoul on April 15 and 16, setting a high standard for the production value and performance energy expected throughout the global run.

The initial phase of the tour was announced in February 2023, covering 17 dates across Australia, Japan, and North America. Notably, the North American leg includes several stadium-sized venues, such as SoFi Stadium in Los Angeles and MetLife Stadium in New Jersey. This makes TWICE the first female K-pop group to headline these massive venues, a feat that places them in the same league as global icons like BTS and Blackpink. The extension into Europe is seen as the natural progression of this "stadium-scale" ambition, as the group continues to break records for attendance and ticket revenue.

Contextualizing the READY TO BE Era

The tour serves as the live manifestation of TWICE’s 12th mini-album, also titled READY TO BE, which was released in March 2023. The album represents a stylistic evolution for the group, moving toward a more mature, disco-inflected, and synth-pop sound that resonates with international audiences. The lead single, "SET ME FREE," and the pre-release English-language single, "MOONLIGHT SUNRISE," have both performed exceptionally well on global charts.

"MOONLIGHT SUNRISE" notably debuted on the Billboard Hot 100, marking TWICE’s second entry on the chart after their 2021 hit "The Feels." This success was further bolstered by the album’s performance on the Billboard 200, where it debuted at number two, achieving the highest first-week sales for any female K-pop act in the United States at the time of its release. To promote the project, TWICE made a high-profile appearance on The Tonight Show Starring Jimmy Fallon, where they performed "SET ME FREE." The televised performance was widely praised for its intricate choreography and the group’s live vocal stability, garnering millions of views on YouTube and further fueling the "READY TO BE" momentum.

Chronology of Recent Milestones

To understand the scale of the current tour, it is essential to look at the timeline of TWICE’s activities leading up to this announcement:

• October 2022: All nine members of TWICE (Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung, and Tzuyu) renewed their contracts with JYP Entertainment, defying the "seven-year itch" that often leads to the disbandment of K-pop groups.
• January 2023: Release of "MOONLIGHT SUNRISE," their second original English single, designed to target the Western market.
• February 2023: Announcement of the first leg of the "READY TO BE" world tour, focusing on Asia, Australia, and North America.
• March 2023: Release of the 12th mini-album READY TO BE. The group receives the Breakthrough Award at the Billboard Women in Music Awards, becoming the first K-pop act to be honored at the event.
• April 2023: The world tour officially begins in Seoul. Shortly after, the European dates are added to the schedule, expanding the tour’s global footprint.

Analysis of Implications and Industry Impact

The expansion of the "READY TO BE" tour into Europe is more than just a series of concerts; it is a statement of intent regarding the longevity and scalability of the TWICE brand. By booking arena-level venues in Europe, JYP Entertainment is capitalizing on a market that has been underserved by K-pop tours in the past.

From a financial perspective, the tour is expected to be a major revenue driver for JYP Entertainment. With the integration of "VIP packages" and high-demand merchandise, the per-capita spending at these concerts often exceeds traditional pop concerts. Furthermore, the success of the North American stadium dates has proven that TWICE has a "pulling power" that transcends language barriers, a factor that likely influenced the decision to add London, Paris, and Berlin to the roster.

The tour also highlights the importance of the group’s "all-member renewal." In an industry where group lineups frequently change, TWICE’s unity provides a sense of stability that encourages long-term investment from both fans and corporate sponsors. This stability allows the group to plan multi-year global strategies, of which the "READY TO BE" tour is the current centerpiece.

Fan and Market Reaction

While official statements from the group have focused on their excitement to meet "ONCE" in Europe, social media sentiment indicates a surge in "K-pop tourism." Fans from neighboring countries such as Spain, Italy, and the Netherlands have already expressed intentions to travel to the three designated tour stops. This regional "hub" approach—choosing a few central locations for a large continent—is a common logistical strategy for international tours, but the high demand suggests that future tours may need to include even more European cities to satisfy the growing audience.

Music critics have noted that TWICE’s current trajectory reflects a broader shift in the K-pop industry. Whereas groups previously focused on domestic success first, TWICE is now operating on a truly global release and touring schedule. The inclusion of English-language tracks and performances on major American talk shows are no longer "extra" activities but are central to the group’s identity and commercial success.

Conclusion and Future Outlook

As TWICE prepares to take "READY TO BE" to the global stage, the addition of the European leg underscores the group’s relentless momentum. With a discography that continues to grow in complexity and a touring presence that now spans four continents, the group is redefining what it means to be a "global girl group."

The upcoming months will see TWICE navigating a rigorous schedule, moving from the stadiums of North America in the summer to the arenas of Europe in the fall. For the fans in London, Paris, and Berlin, the September dates represent a long-awaited opportunity to witness one of the most successful acts in music history at the height of their career. For JYP Entertainment, the tour serves as a blueprint for how to successfully manage and expand a veteran K-pop act in an increasingly competitive international landscape. As the ticket sales for London approach on April 28, all eyes will be on the group to see how quickly these new dates sell out, which will undoubtedly serve as a barometer for the group’s future endeavors in the European market.