Expanding Beyond Films to Theme Parks, Merchandise, and Singalongs – “KPop Demon Hunters” Building a Global Fan Economy

The success of Netflix’s animated series “KPop Demon Hunters” is driving expansion beyond the film industry into various cultural sectors such as theme parks, merchandise, and singalong screenings. Global entertainment companies are paying close attention to this trend and increasing their investments accordingly. Everland, operated by Samsung C&T’s resort division, opened a “KPop Demon Hunters” themed zone on September 26. Located in the Festival Content Zone, this space is designed around the film’s main characters, Huntrix and Lion Boys. A traditional Korean house-style entrance is flanked by LED screens playing popular OSTs like “Golden” and “Soda Pop,” creating a lively festive atmosphere. Visitors can experience the film’s storyline through mission-based games tailored to each character. In the Huntrix experience area, they can play airplane shooting games and mole games, while in the Lion Boys area, they can participate in OST lyric matching games and soul sacrifice games. Additionally, there is a “Golden Performance Photo Zone” where visitors can take photos wearing idol stage costumes against a golden backdrop. The merchandise shop, styled like a subway station to replicate scenes from the film’s ghost-exorcising sequences, sells 38 different items sequentially, ranging from character-themed souvenirs to limited edition special products. A costume experience room allows visitors to draw unique ghost patterns on their faces or transform into characters by wearing talisman robes, hats, and idol stage costumes. Items from the film have been transformed into real-world products. The cheering sticks used by the characters in the movie have been released as official merchandise, priced around 79,000 won, strongly stimulating fans’ desire to collect them. The Huntrix and Lion Boys cheering sticks feature designs that reflect each group’s symbols and personalities, combining LED lights, unique patterns, and symbolic motifs to achieve a quality comparable to that of existing K-pop idol official cheering sticks. Other merchandise items have also been unveiled simultaneously, including badges inspired by traditional patterns from the National Museum of Korea, as well as clothing and daily-use items based on the traditional painting “Jakhodoh” (magpie-tiger). As distribution channels expand to include museums, coffee franchises, and online platforms, “KDEHUN merchandise” has evolved from mere animated product offerings into a cultural consumption icon. The Snackbuster restaurant near Everland has been transformed into a “Lion Boys’ Favorite Snack Shop,” offering K-Korean street food items such as ramen and kimbap that the Huntrix members eat in the movie, along with special menus reflecting their rival relationship, including the Huntrix set, Lion Boys set, and Soda Pop drinks. Food trucks are also available, serving items like “Huntrix Golden Glow Drink” and “Hot Mayo Hotdog.” Global entertainment company UTA (United Talent Agency) is expanding its presence in Asia driven by the success of “KPop Demon Hunters.” David Park, UTA’s senior partner who represents film director Maggie Kang, said, “I have never seen anything like this in my 30 years of experience. The fact that the biggest movies and the biggest TV shows both originate from Korea demonstrates the power of Korean culture.” Industry analysts attribute this to the film’s authentic portrayal of Korean myths and everyday culture in every scene. The craze surrounding “KPop Demon Hunters” continued at the Busan International Film Festival. At the 30th Busan International Film Festival (September 17–26), Korea held its first “KDEHUN” singalong screening on September 20 at 8 p.m. in the Shinhan Card Hall of the Sohyang Theater at Dongseo University. Audiences were able to watch the movie while singing along to the OSTs. This popular screening format, which gained massive traction in North America, is now spreading to Korea as well.