Inside the Global Phenomenon of KPop Demon Hunters

In the two weeks since it dropped on Netflix, KPop Demon Hunters has ranked among the most-streamed titles worldwide. The animated film has surpassed 33 million viewers across the globe and claimed the global top 10 in 93 countries, currently holding the number two spot worldwide. Fans are already creating their fan art, and daily requests for a sequel flood social media.

But even streaming numbers only tell part of the story. In the days since its 20 June release, two fictional K-pop bands in KPop Demon Hunters have taken over the real-life music charts. The songs of the all-female “justice warrior” band Huntr/x and their antagonistic boy band rivals Saja Boys have overtaken such popular groups as BTS and Blackpink, with seven songs from the movie charting on Billboard Hot 100 and taking first and second place on Spotify’s US music chart. It is a first for animated artists.

Fantasy Adventure about K-pop Stars with Real Music Power

Teenagers Rumi, Mira, and Zoey form the K-pop girl band Huntr/x. The three pop stars are world famous, but their second mission is to fight demons on Earth. The film sees their secret agent alter egos unite against an ancient evil creature summoned by their baddie boy band rivals, the Saja Boys. Songs and fight scenes between the feuding pop stars alternate with heart-warming moments about friendship, trust, and being yourself. Full of humour and tearjerking sentiment, KPop Demon Hunters also offers a taste of Korean daily life and exciting folklore.

The visual concept has already drawn audiences, but music is the powerhouse behind the success of KPop Demon Hunter. Director Maggie Kang, who is of Korean-Canadian descent, took inspiration for the film from the K-pop idols she listened to growing up. In the movie, their idols’ songs become a weapon in the battle against evil. In a film where superheroes battle evil supernatural forces, “music is a superpower in itself,” as the film’s co-director Chris Appelhans told Rolling Stone. And there’s plenty of it. “It’s woven in so seamlessly,” says Lashai Ben Salmi, community leader and activist for Korean representation in Europe. “It gives the film a surprising level of maturity.”

To ensure that the music matched that standard, Kang and Appelhans signed with a Korean label and worked with some of the industry’s top producers. Teddy Park, who has worked with Blackpink, and Lindgren, the Grammy winner behind BTS and TWICE, have written original songs for the band. Amanda Golka, a Los Angeles-based creator and media personality, is not an avid K-pop follower. She was, however, impressed by what she heard. “I have been blasting the soundtrack from Spotify every time I’m in the car,” she says. “It’s fascinating how music can be such a universal language.”

Pop goes Tradition

The production team also paid a lot of attention to cultural detail. K-pop, as well as K-dramas and Korean films, have been going global in the US and other Western markets for years, and KPop Demon Hunters raises the bar when it comes to cultural representation. In addition to fanciful depictions of Korean food and cuisine, the film takes some very Korean traditions and places them into everyday scenes: from how Koreans traditionally eat with shared dishes at the table to the locations. The crew features scenes from ancient walls and guard posts at one of Seoul’s oldest gates, including the Hanuiwon clinics, public bathhouses, and the city tower, Namsan Tower. But it also goes beyond the familiar tourist sights. The choices felt less like stereotypes, Korean viewers told Meduza, providing a sense of truly respectful, accurate representation.

Studio staff filmed in South Korea and immersed themselves in folk villages, photographed Myeongdong’s streets, and learned about traditional clothes and motifs. “Even in animation, you will see some Korean uniqueness in their lip movements — not just the sound, but the movements too — and their eyes lighting up when they are angry or sad,” Golka says. “It felt so Korean to me.” Some scenes and exchanges feature Korean words or lyrics.

In addition to set dressing and cultural references, the film also features an insider’s view of Korean K-pop fandom. Whether it is fan signing events, the colourful glow of light sticks, Kalgunmu (perfect synchronisation of dance moves), or Korean-language fan signs — everything in KPop Demon Hunters felt familiar to the audience. Fans also noticed the way KPop Demon Hunters isn’t focused on one specific group, fandom, or even era, but instead encapsulates the culture and music industry in its entirety. Casual viewers unfamiliar with K-pop can jump into the music, tropes, and adventure, while fans find many details and “inside jokes” sprinkled throughout.

In addition to today’s pop culture, KPop Demon Hunters also draws on older traditions of Korean folklore and shamanic culture. The K-pop stars’ weapons — swords and fans — recall traditional artefacts of Mudang, Korean shamans, and their rituals, while the malefactors from Saja Boys can remind a viewer of the Korean Grim Reaper. The Dangsan tree and Dokkaebi goblin make an appearance, as do references to other folkloric characters and symbols. Folklore is also present in the film’s mascots — a tiger named Derpy and a magpie named Suss, who, as it happens, are traditional guardians and symbols of good luck.