TWS, from Shibuya 109 collaboration to pop-up stores, across the Japanese archipelago

TWS Appears on Shibuya Electronic Billboards, Launching Large-Scale Local Promotions in Japan

Boy group TWS has begun its full-scale movement toward the Japanese archipelago. Ahead of the release of their second Japanese single 'SODA SODA' scheduled for the 4th of next month, they are filling various locations in Japan with the color of TWS.

From the 16th to the 31st, TWS will hold the 'Shibuya109 X TWS Summer Sale' in collaboration with Shibuya 109. This campaign, taking place at three locations including Tokyo and Osaka, will feature TWS on the electronic billboards at the iconic Shibuya Scramble Crossing. Photos of the members will be displayed inside and outside the building, and TWS's voices will flow as background music in the shopping spaces. A collaboration menu celebrating this partnership will also be offered at the cafe within the Shibuya store.

The touchpoints for local fans do not end there. Pop-up stores celebrating the new album release will open in Tokyo, Osaka, and Fukuoka, where fans can find albums and merchandise related to the Japanese tour. TWS has already kicked off their local activities by appearing on major Japanese music programs such as Fuji TV's 'FNS Music Festival Summer' and Nippon TV's 'The Music Day.' On the 18th, they will take the stage at TBS 'Music Day 2026.'

The title track 'SODA SODA' of this new album captures the desire to move forward while cherishing the shining moments of youth. Kyeongmin, Choi Young-jae, and Jihoon participated in the composition. The album also includes 'Palm Tree' and the Japanese version of the title track from their 2nd mini-album, 'If I'm S, You Be My N.'

Boy Groups United by the Keyword 'Youth'

Recently, the boy group market in the music industry shows a trend of being reorganized around the keyword 'youth' instead of intense concepts. While TWS has established a unique color by hitting the top of major music charts with their debut song 'Plot Twist,' rookie groups are successively putting youth narratives at the forefront.

AHOF, which released their 3rd mini-album 'Run to You' on the 8th, sang about the dynamism of youth running without hesitation toward a precious goal. While AHOF depicted the boys' anxious first steps in their debut album and growing pains in their 2nd mini-album, this album finally shows them gaining confidence and racing forward.

Rookie group VAYONN, who debuted on the 6th, also expressed the image of boys where reality, dreams, and hope intersect through their first EP 'Youth Today,' using weather as a metaphor. During the showcase, VAYONN member Teru defined the team's identity as the clumsy trembling itself, saying, "If youth is something you suddenly realize only after time has passed, we want to honestly express this moment we are facing right now."

Pop culture critic Ha Jae-geun said, "Since the boy group members are also young men standing in the middle of youth, their expressiveness and authenticity are maximized when they reveal their honest present."

Musical styles have also changed. 'Easy listening' featuring familiar melodies and intuitive lyrics, such as RIIZE's 'Love 119' or TWS's debut song, is capturing the public's ears. Recently, groups have been adopting strategies to show their own specific time and temperature even within the large framework of youth.