The clever tour strategy of the group UNIS (UNIS) proved successful in the global market.
UNIS (Hyeonju, Nana, Gehlee, Kotoko, Bang Yunha, Elicia, O Yuna, Lim Seowon) will conclude 2026 1ST TOUR : Ever Last (2026 UNIS 1ST tour : Ever Last) after their Los Angeles performance on the 27th (local time).
Through this tour, UNIS is steadily building a "global core fandom." In the K-pop market, a "tour" is regarded as a key indicator for gauging fandom cohesion and a group's self-sustainability. The solid fan base gained through touring is expected to provide significant synergy in driving future activity expansion and global momentum.
This outcome was also predicted since the survival program "Universe Ticket." During the survival program, the eight members received overwhelming voting support across Asia as well as in the United States, Australia, Canada, the United Kingdom, Mexico and throughout the Americas and Europe. After debut, they succeeded in the English-speaking market of the Philippines. Their first fan concert held in Manila sold out all 2,500 seats, and the Cebu performance also drew about 1,500 fans.
Following this buildup, their first North American tour showed a notable scale for a rookie group. During the tour, members with strong communication skills such as Gehlee, Elicia and Lim Seowon played a decisive role in breaking down language barriers with local fans and turning casual attendees into a powerful "core fandom."
The strategy to build a fandom through touring and capture popularity both domestically and abroad aligns with the success formulas of senior groups. Stray Kids, ATEEZ and Dreamcatcher are representative examples. Stray Kids built a local fan base early on by touring eight North American cities including New York and Chicago, which led to the milestone of reaching No. 1 on the Billboard 200.
ATEEZ secured early fans by touring more than 10 cities across North America and Europe immediately after debut. Recently they became the first K-pop boy group to appear at Coachella, and their mini album 13 has maintained a high ranking on the Billboard 200 for two consecutive weeks, proving their global influence.
Dreamcatcher is also a group that steadily built a global fandom through continuous tours focused on major North American cities such as New York and Chicago. They, too, proved their popularity by topping various global charts, including Billboard's "Next Big Sound," based on a well-built fandom.
Despite being relatively early into their third year since debut, UNIS successfully completed a 14-city tour, proving their potential with measurable results. The core fandom accumulated through the tour and the rich live experience are likely to serve as practical indicators for future entry into global charts and broader recognition.
As such, attention is focused on UNIS's future activities. Their overwhelming skills and stage manners honed by touring, along with an expanded fandom, are powerful assets to cement UNIS as a world rookie. Interest is concentrated on the eight members' moves as they complete a successful tour and prepare for a full-scale global push in 2026.
[Photo] F&F Entertainment
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