K-pop Dominates Key Stages in Middle East and United States...New And.B Makes First Performance in Egypt, TWICE Succeeds with Three Consecutive Shows in New York

K-pop is expanding its presence on the global stage. On February 7, New And.B held its first performance in Egypt, while TWICE successfully completed a large-scale tour in New York, the United States. New And.B is a four-member K-pop group under Click Studio that made its debut on August 16, 2024, with their regular album “Shh.” Notably, New And.B is the new name for B.I.G., who was active in the industry prior to this rebranding. B.I.G. gained massive popularity in the Middle East after a video of them covering an Egyptian song titled “3 Daqat” reached over 11 million views on YouTube. The members of New And.B are Jayhun (vocalist), Joyjun (rapper), Geonmin, and Jinsuk (maknae). All of them are from Seoul and have spent years learning Arabic and covering Egyptian songs to build connections with fans. The performance, set to take place at the Greek Campus in Cairo’s downtown area at 6 p.m. on February 7, will last for 2 hours, with ticket prices at 950 Egyptian pounds. Holding K-pop concerts in Egypt reflects a long-standing demand from local fans in the region. Online communities have widely expressed the view that Middle Eastern fans feel marginalized due to K-pop tours that focus primarily on the United States, Europe, and parts of Asia. One fan said, “K-pop tours are mainly concentrated in the United States, Europe, and some parts of Asia, with only 1–2 days of performances held in Saudi Arabia and the United Arab Emirates in the Middle East. We want to receive more attention.” The popularity of K-pop in the Middle East continues to rise, especially among younger generations. There is an increasing trend of groups like B.I.G. forming closer bonds with fans by singing in local languages. Meanwhile, in New York, TWICE, known as the global ambassador of K-pop, achieved significant success. After holding three consecutive headlining shows at UBS Arena, TWICE appeared on Jimmy Fallon’s “The Tonight Show” on February 24 (local time), performing “Strategy” live. “Strategy” became a global hit after being included in the Netflix film “K-pop Demon Hunters,” and TWICE played a key role in ensuring the soundtrack’s success. TWICE also recorded a version of “Takedown” for the film’s ending credits, further contributing to the “Demon Hunters” phenomenon. TWICE consists of nine members: Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung, and Tzuyu. The group has previously achieved success in the United States and the United Kingdom with English songs such as “The Feels.” For the UBS Arena shows, eight members participated, with Dahyun absent due to knee injury and undergoing rehabilitation. The concert featured stunning visual effects, including nine kinetic platforms installed on the central stage that rose into the air, LED cube backdrops, smoke, and paper tape, which thrilled the fans.