‘KPop Demon Hunters’ ripples expand beyond screens to music and merchandise
K-pop girl group Huntrix in the Netflix original film “KPop Demon Hunters”/ Courtesy of Netflix
Netflix’s breakout hit “KPop Demon Hunters,” an animated film about a fictional idol group fighting supernatural forces, is rapidly becoming a global sensation as it climbs music charts, drives merchandise sales, and captivates young audiences worldwide.
Eight-year-old Oh, a second-grader in Seoul, has already watched the film more than ten times. Her classmates exchange photocards of the fictional boy band Saja Boys, stick their pictures in school textbooks, and belt out the original soundtrack “Golden” during breaks.
The film’s popularity has gone far beyond Korea. Released on Netflix on June 20, it remains the platform’s No. 4 most-watched movie worldwide and ranks No. 2 overall and No. 1 among children's movies in the U.S., according to FlixPatrol. It has also held the top spot in 11 countries, including Korea, for nearly a week.
The soundtrack is also making a remarkable run. The hit song “Golden” by in-film K-pop girl group Huntrix climbed to No. 6 on Billboard’s Hot 100 chart this week, its first time breaking into the top 10 after leaping from No. 81 two weeks ago and No. 23 last week.
The track also ranked No. 1 on Billboard’s Global 200 and Global Excl. U.S. charts. It is now being discussed as a contender for Best Original Song at next year’s Academy Awards.
K-pop boy group Saja Boys in “KPop Demon Hunters”/ Courtesy of Netflix
In Korea, “Golden” currently tops Melon’s daily chart. Songs by the boy band “Saja Boys,” including “Soda Pop” and “Your Idol,” have also made it into the top 20.
Cover videos of “Golden,” known for its challenging high notes, are flooding social media, with musical actors, influencers, and aspiring singers jumping in.
Real-life K-pop stars such as Cha Eun-woo, BOYNEXTDOOR, Plave, and RIIZE are joining the “Soda Pop” dance challenge at fan meetings and on Shorts, adding to the buzz.
The film’s merchandise is selling out fast. Items featuring the characters “Derpy” the tiger and “Sussie” the magpie, inspired by Korean folk art, have become especially popular.
A plush Derpy doll sold out on Netflix’s online store, prompting fans to turn to museum shops.
The National Museum Foundation of Korea’s online store reported a surge in daily visitors from 7,000 to 500,000 since the movie’s release, a more than 70-fold increase.
Magpie-and-Tiger badges, left, and gat (traditional Koran hat) keyrings, right, are marked as temporarily sold out on the National Museum Foundation’s online store, Tuesday. Captured from the museum’s online shop
Compelling narrative and high-quality music
On July 11, demand for its “Magpie-and-Tiger” badge crashed the website. According to Bungaejangter, a leading platform for online customer-to-customer secondhand marketplace in Korea, cross-border transactions for K-goods rose by 78 percent in volume and 56 percent in value compared to last year.
Snacks seen in the film have also become hits. The protagonists are shown eating “spicy potato chips” resembling popular Korean snack Saewookkang and “Dongshim Ramen,” reminiscent of Shin Ramyeon.
Without any paid promotions, these products are benefiting from a free marketing boost. Even Samsung has jumped in, using Sussie’s triple-eye motif to promote its upcoming Galaxy Fold 7 in a themed advertisement collaboration.
Experts say the film’s universal appeal lies in its compelling narrative and high-quality music, which resonate with K-pop fans and general audiences alike.
Its subtle portrayal of Korean traditions and everyday life further distinguishes it from typical animation fare.
Derpy and Sussie, left, the tiger and magpie characters from “KPop Demon Hunters,” and the Magpie-and-Tiger badge merchandise. Courtesy of Netflix and the National Museum Foundation
Kim Hern-sik, a pop culture critic, said, “The K-pop fandom supporting ‘KPop Demon Hunters’ tends to consume everything related to the original content. It’s a way to express both support and a release of emotions, especially for those who feel marginalized by the mainstream.”
However, Kim warned against overemphasizing the Korean elements as the core driver of its success. “The key is to capture what fans want while building room for broader expansion. That’s what generates lasting ripple effects,” he said.
This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.