From 7,000 to 600,000... The Surge in Interest for KPop Demon Hunters Drives Explosive Growth in National Museum of Korea and Hanbok Experience Sales

Netflix’s animated series “KPop Demon Hunters” has triggered a cultural phenomenon that extends beyond global viewership to spark a surge in Korean culture tourism and traditional folk art experiences. The National Museum of Korea has set a new record for increased visitors due to this series, commonly referred to as “Kedehun.” Visitor numbers in the first half of this year rose by 64% compared to the same period last year, reaching 2.7 million people — the highest figure in 20 years since the museum moved to Yongsan in 2005. The museum’s official merchandise line, “Muse,” which features characters from the series such as the tiger and magpie, saw over 20,000 units of its tiger and magpie badges sold shortly after release. With demand soaring, an eighth round of pre-orders was launched, with buyers not expected to receive their items until October. Korean culture experiences depicted in the series as settings for tours in Seoul have become popular destinations among foreign tourists. Traditional Korean baths known as “se신” and Korean-style rice bowls called “gukbap,” which the series’ HUNTR/X members use after tours, have rapidly emerged as tourist attractions. According to data from the inbound tourism platform CreateTrip, foreign tourists’ spending on Hanbok experiences increased by 30% in the month following the series’ release on June 20 (from June 20 to July 19) compared to the previous month. In particular, the number of Hanbok experience bookings by Taiwanese tourists surged by a remarkable 433%. Perhaps the most notable change is in Korean bathing culture. Since the series featured scenes in se신, sales of content related to public baths among foreign tourists increased by 84% compared to the same period last year. This marks the first time Korean bathing culture has attracted global attention as a tourist product. The Washington Post noted this trend, analyzing it as the formation of an expanded fanbase that spans multiple generations and genders, moving beyond the original K-pop fan base centered primarily on teenagers and women. Online purchases of Korean products by foreigners who cannot visit Korea directly have also surged. According to the second-hand trading platform Beunggaejangteo, global transaction volume in the first half of this year increased by 333% compared to the same period last year, while the number of transactions rose by 345%. Specifically, overseas purchases of Korean products increased by 78%, and total transaction value rose by 56%. The National Museum of Korea’s music boxes featuring traditional tiger and magpie folk art designs have been sold in the United States, its hooded caps in Canada, and its AirPods cases in Singapore. Pens designed with traditional Korean hats have been exported to the Netherlands. Korean traditional folk art experience programs are also spreading across the country. The Mahan Museum in Iksan has planned to offer a “drawing traditional tiger and magpie folk art” experience as part of its “Day of Culture” program on August 27. In Joseon-era folk art, the magpie and tiger symbolize luck, happiness, strength, and courage, and they have gained new attention thanks to the series’ global popularity. Leveraging this success, Netflix is discussing not only a second season but also the production of a live-action film and a musical. The company has also filed a separate trademark application for merchandise, signaling plans to expand its business. The brand monitoring platform Worldwide Trademark described Netflix’s actions as “a significant signal showing the evolving ambitions of streaming giant Netflix” and noted that it is following the strategies of established media giants like Disney. The reasons why American youths are so enthusiastic about K-pop and Korean content are also worth noting. In interviews with 30 non-Korean K-pop fans aged 18 to 30 in Philadelphia, they described Korean culture as a “healing remedy for the mind.” One participant said, “Western music tends to focus on expressing depressive emotions, but K-pop lifts spirits and brings joy.” There were also stories of overcoming depression by listening to BTS’s “Magic Shop,” with K-pop fans unanimously stating that “amidst a cynical and sensationalized Western media landscape, K-pop awakens feelings of purity, happiness, and connection.”