From noodles to snacks, retailers cash in on 'KPop Demon Hunters'

Nongshim's Shin Ramyun cups in collaboration with Netflix's "KPop Demon Hunters" / Courtesy of Nongshim

After conjuring up a magical streaming hit, “KPop Demon Hunters” is now casting a spell over snack aisles.

The Netflix megahit animation about a fictional K-pop girl group by day and demon fighters by night has become a silver bullet for major food companies seeking to boost sales. Firms are scrambling to roll out products themed after Huntrix and Saja Boys — the two rival groups in the movie — hoping the film’s popularity will drive purchases not only from international fans but also from local consumers.

One of the firms that benefited from the movie is Nongshim. Scenes from the movie showed Huntrix members eating instant noodles and snacks that appeared to be inspired by the food giant’s Shin Ramyun and Shrimp Crackers. Viewers drew the connection after spotting a similar logo on the noodles and noticing the shape of the crackers and shared the discovery online, generating buzz for the company.

Nongshim has since begun cashing in on the trend. Starting Sept. 29, the company will launch a new Shin Ramyun instant noodle bundle online. It contains six cups featuring the movie's main characters, Rumi, Mira and Zoey, each featured on two cups. Only 1,000 sets will be available.

“We received a flood of demand to use the movie for our product packaging on our online platform, where customers can request a customized design for our products. So we are collaborating with Netflix to release the new Shin Ramyun bundles,” a Nongshim official said.

The company will also begin a monthlong campaign in which “KPop Demon Hunters”-themed Shin Ramyun and Shrimp Crackers are sold at major discount chain stores and other retail outlets here.

Nongshim last month began selling an all-purpose noodle sauce featuring Huntrix, Saja Boys and the fan-favorite blue tiger from the movie, distributing them to limited countries in North America, Europe, Oceania and Southeast Asia.

Paris Baguette's Soda Pop Cake in collaboration with "KPop Demon Hunters" / Courtesy of SPC

“Our collaboration with Netflix has derived from our consumers who voluntarily shared our presence in the movie and spread fun online. Just as 'KPop Demon Hunters' has promoted K-culture worldwide, we’ll keep promoting K-ramyun and K-snacks to global consumers,” the official said.

SPC’s global bakery franchise subsidiary Paris Baguette has begun launching cakes and pastries inspired by the animation. The Soda Pop Cake depicting Saja Boys and the Golden Butter Bun featuring Huntrix were among five new products released Friday. More cakes, breads and desserts are scheduled for release this month.

Paris Baguette is also using “KPop Demon Hunters” branding on the exteriors of five key stores in Seoul, Pangyo in Gyeonggi Province, Incheon International Airport and Jeju Island. It said more campaigns are planned.

“It’s our plan to continue introducing various products inspired by the movie’s fictional world and K-pop’s explosive influence worldwide,” a Paris Baguette official said.

Major convenience store brand GS25 has also hopped on the trend. The brand operator GS Retail will begin featuring new collaboration products Wednesday. Triangle gimbap (rice mixed with ingredients and wrapped in seaweed), rice balls and other precooked meal boxes will have packaging featuring the movie. The packaging for Ice Brulee, one of GS25’s hit products this year, also features Huntrix members.

“We have brought the movie to reality by introducing K-foods from the movie as actual products through this collaboration,” GS Retail’s marketing chief Lee Jung-pyo said. “This global fandom will be our tool for further collaboration with K-content, taking convenience beyond a store to a cultural platform.”