From KPop Demon Hunters Pilgrimages to a Boom in Traditional Merch, the Global Expansion of K-Culture

The Netflix animated series *KPop Demon Hunters* serves not only as a blockbuster film but also as a cultural diplomat that introduces Korean culture and traditions to the world. As the Seoul City government directly promotes the filming locations as tourist attractions, a surge in K-culture pilgrimages has emerged. Notable spots in Seoul that served as backdrops for key scenes in the series have attracted significant attention. Bukchon Street and Naksan Park’s fortress path, where Rumi has deep night conversations with Jinwoo after he discovers her secret and they sing together, feature a serene landscape with Namsan Tower visible atop the Hanok rooftops. The Seoul Olympic Stadium, currently under renovation, is the location where the HUNTRIX group performed their song “How It's Done.” A large 3D billboard at Samgeum Station displays the HUNTRIX music video “Golden,” while performances by the Lion Boys’ “Soda Pop” can be seen in the heart of Myeongdong. The “Sumuiwon-yeok” area shown in the film is actually Jayang Station, and its night view featuring the Lotte Tower, Han River, and bridges was also used as a backdrop. In addition to the locations featured in the movie, the Seoul City government has also provided recommended spots where visitors can experience the atmosphere of the series. However, there are some precautions for visiting Bukchon. A approximately 100-meter section of the densely populated Hanok residential area (Bukchon-ro 11-gil) has restricted visitation hours from 10 a.m. to 5 p.m. from Monday to Saturday (closed on Sundays) to accommodate local residents. The popularity of the film has also spurred sales of Korean traditional cultural products. According to the National Museum of Korea, sales of the museum’s cultural product “Muse” in the first half of this year reached 11.5 billion won, a record high and representing a roughly 34% increase compared to the same period last year. In particular, merchandise featuring the characters “Thephi” (the tiger) and “Suzy” (the magpie), inspired by the *Jakhodo* (a folk painting from the late Joseon dynasty depicting a tiger and a magpie from the film), has caused widespread out-of-stock situations. Requests for restocks continue for movie-related items such as “Magpie-Tiger Badges” and “Black Hat Strap Pens.” The average daily number of visitors to the National Museum of Korea’s online store surged from 60,000 before the film’s release to over 260,000, an increase of more than four times. Merchandise related to *Jakhodo* sold out immediately, with continuous requests for additional shipments. *Jakhodo* represents a “fantastic couple” of a tiger that wards off bad luck and a magpie that brings good news. It spread rapidly throughout Joseon society and was used as a *Munbae-do* (a door decoration placed in front of homes on the first day of the new year to ward off evil). Overseas sales of K-products have also increased sharply. The Korean resale marketplace Bunjang reported that cross-border purchases of overseas K-pop and traditional cultural products rose by 78% compared to the same period last year, with a 56% increase in transaction value. Products inspired by characters in the series, such as traditional music boxes, bucket hats, and AirPod cases, have been exported to the United States, Canada, and Singapore. Pens inspired by traditional hats have even reached the Netherlands. A Bunjang official explained, “Interest in K-products is expanding beyond celebrity-related items to encompass products that reflect broader aspects of Korean culture.” They added, “To keep up with the growing global popularity of K-content, we will enhance our services to enable international users to purchase more easily and quickly.” Demand for K-products is evenly distributed across North America, Asia, Europe, and Oceania. In terms of sales value, the top markets are the United States, Japan, Hong Kong, Australia, Singapore, Taiwan, the United Kingdom, Canada, Germany, and France. *KPop Demon Hunters* symbolizes the growth of the entire K-pop content industry. K-content is no longer limited to just K-pop alone. Recent releases such as the final season of *Squid Game*, which won an Emmy Award, the film *Parasite*, which received an Oscar and was ranked first by The New York Times as the “best movie of the 21st century,” further demonstrate this trend. In the field of musicals, *Maybe Happy Ending* won a Tony Award, while author Han Kang received a Nobel Prize, showing how Hallyu has expanded its influence into literature as well. The economic impact of K-content is remarkable. According to the Korea Content Agency, the global content market revenue reached $2.514 trillion in 2021, representing a 11.2% increase from the previous year. Exports from the content industry rose from $1.3113 billion in 2005 to $5.6613 billion in 2015 and further to $13.3394 billion in 2023. Overseas sales of K-pop also increased by approximately 34%, from 921.8 billion won in 2022 to 1,237.7 billion won in 2023. The Korea Development Institute (KDI) analyzed that the production stimulus effect of the K-content industry created a total economic ripple effect of 113 trillion won across the country. K-content is also influencing K-food and K-beauty. In the first half of this year, exports under the K-Food Plus program reached $6.67 billion (approximately 9 trillion won), a 7.1% increase from the same period last year, with exports to North America reaching $1.03 billion, marking a 24.3% increase. Exports of cosmetics in the first half of this year also reached $5.5 billion (approximately 7.5 trillion won), a 14.8% increase from the previous year.