The rhythmic precision of her movements is legendary, a signature blend of power and grace that defines the global phenomenon known as TWICE. But the financial architecture supporting Momo Hirai’s career is perhaps even more impressive than her choreography. Known globally simply as Momo, the Japanese powerhouse of K-pop has translated her unparalleled dancing skills and undeniable star quality into a staggering estimated net worth of $8 million. This is not merely the story of a dancer who found fame; it is the chronicle of a meticulously built global brand that survived elimination to dominate the entertainment world.
Momo’s journey began far from the neon glow of Seoul, in Kyōtanabe, Kyoto Prefecture. Raised by a supportive family, her ambition was evident early on. She started dancing at the age of three, initially inspired by her older sister, and quickly developed a singular focus that bordered on obsession. The defining moment of her early career wasn't a dazzling live audition, but a simple YouTube video. JYP Entertainment scouts, recognizing the raw talent displayed in a dance clip featuring Momo and her sister, extended an invitation to audition. Though her sister did not make the cut, Momo moved to South Korea in 2012, sacrificing her teenage years for the notoriously grueling K-pop trainee system, a brutal financial and emotional investment that few survive.
Her true breakthrough, however, was fraught with drama, demonstrating the high-stakes nature of the K-pop industry. In 2015, Momo participated in the survival reality show Sixteen, designed to form the new girl group TWICE. Shockingly, she was eliminated mid-series. Yet, in a highly controversial and unprecedented move that shook the industry, JYP founder Park Jin-young brought her back in the final episode, citing her exceptional performance skills as indispensable to the group’s final lineup. This decision cemented her place in TWICE, and the group’s subsequent debut with “Like Ooh-Ahh” launched them into the stratosphere, proving the founder’s controversial gamble correct.
Momo's current $8 million valuation is primarily fueled by TWICE’s colossal, multi-million-dollar success, which includes millions of album sales and sold-out world tours generating tens of millions in revenue. However, her individual earnings are significantly bolstered by lucrative endorsement deals, particularly those targeting the massive Japanese market, where she is a massive cultural draw. While specific contract details are closely guarded, industry analysts estimate that her solo and sub-unit endorsements, ranging from cosmetics to mobile games, command fees often exceeding $500,000 per campaign. A notable partnership with the Japanese beauty brand Kose capitalized directly on her flawless, aspirational image.
Beyond traditional endorsements, Momo has subtly ventured into securing her long-term financial stability. Following the common path of high-earning idols, she has engaged in real estate investments in South Korea, preferring tangible assets over the volatility of riskier startups. This commitment to securing her future is reflected in her curated lifestyle. While TWICE members often live together early in their careers, Momo has been reported to own a sleek, modern apartment in the affluent Gangnam district, a common purchase for established idols seeking privacy and proximity to entertainment hubs.
Her spending habits lean toward curated luxury; she is frequently seen sporting high-end fashion from houses like Chanel and Dior, and her collection of luxury watches is a quiet point of discussion among fans. Yet, beneath the glamour, she maintains a quiet commitment to animal welfare, often donating to shelters, reflecting her well-known love for her pet dog, Boo. Even her past high-profile romance with Super Junior’s Kim Heechul, though brief, underscored her status as an industry titan whose personal life became a seismic event in K-pop gossip, confirming the intense pressure placed on top-tier idols.
Controversies have largely skirted Momo, a testament to her professional focus, with her biggest “scandal” remaining the controversial re-entry into the Sixteen lineup—a dispute that ultimately faded as her undeniable talent validated the decision. Looking ahead, Momo is poised for even greater financial success. As TWICE members begin exploring more solo projects, her unparalleled dance skill positions her perfectly for lucrative global collaborations and solo music ventures. With her brand power still peaking and the K-pop machine showing no signs of slowing, her net worth is projected to climb well past the $10 million mark within the next two years, solidifying her status not just as a K-pop icon, but as a formidable global entertainment entrepreneur.
