A Stellar Celebration: TWICE’s 10th Anniversary Pop‑Up Store & Meet‑and‑Greet “10VE UNIVERSE”

singluar Sunday, October 19, 2025

When you reach a milestone like a decade, you don’t just mark it—you elevate it. That’s exactly what K‑pop juggernaut TWICE did to commemorate their tenth anniversary. With the aptly named event “10VE UNIVERSE”, the nine‑member group created an entire cosmic journey for themselves and their fandom, ONCE. What follows is a deep dive into how the event came together, what made it special, and why this feels like the beginning of the next chapter.

1. The Milestone: Ten Years of TWICE

It all began on October 20, 2015, when TWICE debuted with their EP The Story Begins. What seemed like the start of a promising K‑pop project soon transformed into a global phenomenon. Over the years they delivered ear‑worm tracks like Cheer Up, TT, and Feel Special, dominating charts and fan hearts alike.

Fast forward to 2025: this tenth year isn’t just another anniversary—it’s a testament to longevity, evolution, and connection. The group’s decision to honour the moment with something immersive speaks volumes about how they view their relationship with ONCE—not merely as fans and idols, but as fellow travellers in a ten‑year journey.

2. Concept & Theme: From “10” to “LOVE” to the Universe

The naming of “10VE UNIVERSE” cleverly blends the number 10 and the word LOVE, symbolising the deep affection TWICE has for their fandom, ONCE, and vice‑versa.

The visual and thematic design pushed the narrative further: a cosmic, spacecraft‑style experience. The pop‑up store area—a “time capsule base” contained within a space‑faring control room fantasy—invites fans to step into the world TWICE has built over the years and to celebrate together in a futuristic, playful setting.

By choosing this motif, TWICE not only celebrated the past but opened up space (literally!) for the next decade. The universe becomes both metaphor and backdrop: infinite possibilities, memories orbiting, love expanding.

3. The Pop‑Up Store: “10VE UNIVERSE” as Immersive Experience

Location: I’Park Mall Living Park (Yongsan District, Seoul). The store opened October 17 through October 26, 2025.
Design: a full‑blown space‑station aesthetic with experiential corners:

Speed Mission: a hand‑stepper game where fans pump the “spaceship gauge” to launch.
Ring Mission: toss rings onto model planets and win badges.
Time‑capsule theme: the physical space acts like a bridge between TWICE’s past eras and their vision for the future.
Merchandise: 29 official items designed with direct member input.
Bonus: Visitors who showed their ticket or proof of seeing TWICE’s documentary “One in a Mill10n” received a commemorative badge.

What stands out here is the level of fan engagement. It’s not just buying something—it’s stepping into an environment where you feel the mark of ten years. The strong focus on interactive experiences (games, badges, guided décor) makes it more than a shop—it’s a moment.

4. The Fan Meeting: “10VE UNIVERSE” Live and Online

On October 18 at 5 p.m. KST, TWICE gathered at Korea University’s Hwajeong Gymnasium in Seongbuk‑gu, Seoul for a fan meeting under the same “10VE UNIVERSE” banner.
In addition to the in‑person event, there was a paid online simulcast via the Beyond LIVE platform, ensuring international ONCE could participate.

Ticketing:

Fan‑club pre‑sales opened September 26 at 8 p.m. KST and sold out nearly instantly.
General sale followed at 8 p.m. on September 29 via Melon Ticket.

During the fan meeting, TWICE revisited their decade‑long path, shared stories, and reaffirmed the relationship with ONCE. With the universe and time‑capsule metaphor running through the event, it offered reflection, celebration, and a forward‑looking gaze all in one.

5. Why This Matters: More Than Just a Celebration

a. Deepening the Fan‑Idol Bond
TWICE have always regarded their fans—ONCE—as key to their story, not just an audience. “10VE UNIVERSE” emphasises that by turning the fan meeting and the pop‑up store into shared experiences, rather than one‑way promotions. The store’s member‑designed merchandise and the interactive missions reflect this inclusive approach.

b. Reinforcement of Their Global Brand
This isn’t just a domestic affair. The online streaming of the fan meeting, merchandise available globally, and the cosmic theme all align with TWICE’s continuing ambition to pivot from “big in Korea” to “global girl group.” Their recent chart achievements support that trajectory.

c. Anniversary as a Launchpad
Instead of treating the 10th year as a peak, TWICE are treating it as a new beginning—the next chapter. The album release preceding the fan meeting (special album “TEN: The Story Goes On”) signals continuity, not an endpoint.

d. Experiential Engagement in K‑pop
While pop‑up stores and fan meets are commonplace in K‑pop, TWICE’s approach feels more layered—combining immersive design, gamified engagement, storytelling, and anniversary nostalgia. That elevates it from marketing to memory creation.

6. Highlights & Moments to Remember

The astronaut‑inspired visual concept for the poster: the nine members dressed in uniforms amidst stars and spacecraft‑like elements.
The fan meeting venue doubling as a “time capsule” where TWICE reflect their journey from 2015 to 2025, while looking ahead.
The pop‑up store’s game zones—the stepper mission and ring‑toss mission—turning fan‑store visits into physical, participatory adventures.
29 member‑designed items: From apparel to accessories, fans were given more than just merch—they were given the group’s creative handprint.
The commemorative badge for visitors who saw the documentary—adding a layer of exclusivity and recognition.

7. Tips for Fans: How to Make the Most of Such Events

Reserve early: As seen, ticketing sells out swiftly—especially for fan‑club members.
Arrive early to pop‑up stores: Since the space was immersive and interactive, it likely became crowded.
Bring proof of related events/films: The bonus badge perk for the documentary shows the value of cross‑participation.
Visit with time & camera ready: The décor and missions are meant for photos and memories.
Global fans: check streaming options: Even if you can’t be in Seoul, the digital stream of the fan meeting offers engagement.
Budget for merchandise: With member‑designed items, the merch becomes more than memorabilia—it becomes a collector’s piece.

8. Looking Ahead: What’s Next After “10VE UNIVERSE”?

The pop‑up and fan meet are milestones, yes—but TWICE have framed them as gateways. With their special album “TEN: The Story Goes On”, they’re signaling the continuation, not conclusion.

Given their trajectory—expanding world tour, increasing global chart presence—one can anticipate:

More thematic immersive experiences (pop‑ups in other regions)
Collaborative global content and cross‑media storytelling (think documentaries, interactive online zones)
Graduated evolution in sound and concept—while still keeping the core identity ONCE fell in love with.

In essence, “10VE UNIVERSE” encapsulates the spirit of TWICE: joyful yet earnest, celebratory yet forward‑looking, colorful yet meaningful. For ONCE and for K‑pop at large, it provides a blueprint for how an anniversary can transcend mere celebration and become an immersive, shared milestone.