TWICE’s Historic Arena Shows Mark a Major Turning Point for K-Pop in Australia

TWICE has officially set a new benchmark for the rise of K-Pop in Australia, following the group’s record-breaking arena shows on their “This Is For” tour. With over 50,000 tickets sold across Sydney and Melbourne and a massive 360-degree stage setup—one of the largest ever installed at several venues—the tour is being hailed as a major milestone for Asian music’s increasing dominance in Australia’s live entertainment sector.

What was once a niche touring category has now become one of the most rapidly growing sectors in the Australian concert landscape. According to Wenona Lok, lead promoter for Asia Pop at Live Nation Australasia, the success of TWICE demonstrates how dramatically the region’s fan base and industry expectations have shifted over the past decade.

A Booming Market for Asia Pop

Live Nation’s internal research shows a staggering 600% increase in Asia Pop tours and a 275% surge in touring artists from 2015 to 2024. That growth only accelerated throughout 2025, driven by both rising demand and increasingly ambitious production standards.

Last year’s Future South industry report named 2024 the biggest year for Asia Pop in Australia, but Lok says 2025 has in many ways already surpassed it.

“K-pop and Asia Pop always had fans in Australia, but it was much more niche,” Lok explains. “The transformation has been extraordinary.”

TWICE Sets Records and Elevates Fan Expectations

TWICE has played an essential role in that transformation. Their Oceania performances now hold the record for the best-selling K-Pop tour in the region, following the massive success of their Ready To Be world tour, which drew 1.5 million attendees in 27 cities.

The group brought their signature 360-degree stage format to Australia—the same production setup used across Asia, North America and Europe.

“We were told it was the biggest production to date in any of these venues,” Lok says. “Fans expect that standard, and we knew we had to deliver.”

A New Generation of Fans Is Reshaping the Industry

Asia Pop audiences in Australia and New Zealand differ significantly from traditional pop and rock crowds. Live Nation data shows:

• 98% listen to music in languages other than English

• 60% prefer non-English songs, despite English being their primary language at home

• Many are first-time concertgoers, often turning to online fan communities for guidance

These fans also drive powerful digital engagement, flooding social feeds with fancams, reaction videos and concert recaps. That demand has attracted brand sponsorships—though Lok says authenticity is essential, as fans quickly reject shallow partnerships.

Beyond K-Pop: A Broader Cultural Shift

While TWICE leads the movement, Asia Pop in Australia now includes Mandopop, Chinese hip-hop, K-indie, and hybrid multimedia acts such as K-Pop Demon Hunters, which originated with virtual idols.

“If the songs are great and the audience is real,” Lok says, “there’s always space for them.”

TWICE’s record-breaking shows signify something bigger than commercial success—they represent the cultural normalization of Asia Pop at the center, not the margins, of Australia’s music industry.