The fusion of Netflix animation and K-pop is taking the world by storm. Released on June 20, “K-pop Demon Hunters” has captivated audiences with its high-energy performances, stunning visuals, and thrilling story of a girl group who secretly fights demons. With its unique blend of music, action, and fantasy, the film has quickly become a global phenomenon, drawing fans from around the world. 

Huntr/x members: Zoey, Rumi, and Mira

Photo: Netflix (netflix.com)

“K-pop Demon Hunters”: A Record-breaking Hit

The film follows a world-famous K-pop girl group called Huntr/x who secretly work as demon hunters. They use their music and performances to protect the world from invading demons. The main character, Rumi, is revealed to be half-demon, struggling with her identity and the loss of her voice. The group faces off against a rival demon boy band called Saja Boys, leading to intense battles involving their fans' souls. Throughout the story, Rumi discovers her true self and the power of unity within the group.

Containing such themes and elements, “K-pop Demon Hunters” has rapidly grown into a global phenomenon, becoming Netflix’s biggest hit to date. According to Netflix’s companion website Tudum, the film recorded a total of 314.2 million views as of September 17. It is the first title in Netflix history to surpass the 300 million mark. On August 27, it reached 236 million views, overtaking “Squid Game” to become the No.1 film on the platform.

Within just 91 days of its release, the film became the most-watched movie in Netflix history. It stayed in the Global Top 10 for 15 consecutive weeks, breaking the platform’s record for the longest No.1 streak. This steady performance shows both its strong viewer retention and the power of its global fandom. The film consistently ranked high across Netflix’s daily, weekly, and monthly charts.

Its theatrical performance was equally remarkable. A special sing-along screening in North America in late August earned about 19.2 million at the box office, the highest for any Netflix film released in theaters. The soundtrack also made history. The soundtrack “Golden” topped the Billboard Hot 100 for five consecutive weeks, becoming the first K-pop soundtrack to dominate the global chart’s top spots.

Huntr/x members enjoying K-food

Photo: Netflix (netflix.com)

Why Is Everyone Obsessed with “K-pop Demon Hunters”?

“K-pop Demon Hunters” has captured global attention by offering fans a new way to engage with stories. Film critic Lee Ji-hye explained, “The worldwide success of 'K-pop Demon Hunters' stems from the combination of K-pop’s global fandom and the universal popularity of animation.” She added, “While traditional Hallyu relied on dramas or idol performances, this project breathes new life into idol characters by placing them in a virtual world.” According to Lee, this approach differs from previous models of cultural export by creating an open narrative structure. Rather than simply delivering Korean content to global audiences, it encourages fans to actively engage with and reinterpret the story themselves.

Korean cultural motifs play a central role in the film’s appeal. Traditional elements such as shamanism, folklore, and historical weaponry are reimagined through modern aesthetics, forming key aspects of character identities and the story. Lee added, “These elements are not just decorative; they are central to the characters and narrative. This approach allows international audiences to experience Korean culture naturally, blending heritage with contemporary storytelling.” 

In addition to these symbolic elements, the film also incorporates subtle details that evoke everyday Korean life. Lee pointed out the inclusion of marbled plates commonly seen in local restaurants, napkins tucked under spoons, and familiar foods like seolleongtang, gimbap, and cup noodles. These everyday touches, she noted, help viewers feel more at ease with the fictional world, making it less foreign despite its animated form.

The film’s impact extends beyond the screen. In “K-pop Demon Hunters”, the idol characters gain new life in a virtual space. Fans have become active participants and treat these characters like real K-pop idols—creating fan art, covers, memes, and events that extend the story beyond the film itself, inspiring new collaborative models for domestic and international IP (Intellectual Property) projects. “Fan engagement like this transforms audiences into co-creators,” Lee said. “It demonstrates how Korean IP can thrive through strategic global partnerships, combining creativity with commercial potential.”

The film also highlights the rise of K-animation as a distinct genre. Works like “K-pop Demon Hunters” are moving Korean animation from a niche subculture to mainstream entertainment. “This kind of fusion—integrating music, gaming, and webtoon elements—creates a unique cultural style that can stand alone,” Lee noted. “It resonates with global audiences while maintaining a distinctly Korean identity, which is crucial for K-animation to expand beyond being seen merely as a local product.” She continued, “Success in this space requires not only stable production systems and long-term IP strategies but also the ability to maintain Korean identity while appealing to global audiences. “K-pop Demon Hunters” exemplifies how these elements can come together, proving that Korean animation can achieve both international recognition and substantial cultural influence.” Taken together, more than a commercial hit, the film shows the rise of K-animation as a genre in its own.

The Saja Boys cake released by Paris Baguette

Photo: Paris Baguette (paris.co.kr)

The Ripple Effect of “K-pop Demon Hunters”

Demand for “K-pop Demon Hunters” in the advertising market is steadily increasing. In August, Netflix allocated 4.5 million to advertising for the movie, accounting for more than half of its original film advertising budget. This significant investment reflects the film’s explosive popularity and showcases its sustained appeal in the advertising sphere.

Building on this momentum, Nongshim launched limited-edition packages featuring the “K-pop Demon Hunters” characters on flagship products such as Shin Ramyun, Shrimp Crackers, and the newly released Shin Ramyun Tumba Multipurpose Sauce. According to Nongshim, the 1,000-unit limited edition Shin Ramyun sold out within just 100 seconds of launch.

Similarly, starting in September, Paris Baguette rolled out character-themed baked goods, including the Huntr/x Cake, Soda Pop Cake, and Golden Butter Bun, at over 900 stores nationwide. Selected locations also featured interior and exterior decorations with the movie’s characters, showcasing a wide-ranging marketing effort.

Beyond corporate collaborations, “K-pop Demon Hunters” has also captured attention in cultural spaces. From September 26 to 28, the National Museum of Korea hosted the 2025 National Museum Dress-up Event. Visitors could experience traditional face-painting and explore a special Tiger Zone photo area inspired by Derphy—a character from the movie based on Jakhodo, a traditional Korean folk painting of a tiger. The museum shop also sold “K-pop Demon Hunters” character merchandise, offering fans and visitors a new cultural and consumer experience. These activities highlight how the movie extends its cultural influence, blending traditional and modern elements into a fresh wave of Hallyu content.

“K-pop Demon Hunters” is more than a successful animation. It represents a new direction for K-pop culture on the global stage. The film combines K-pop fandom, compelling storytelling, and a fresh take on tradition, while also influencing marketing strategies and brand collaborations. With the movie gaining attention, the future of K-animation seems brighter than ever.