From Movie-Inspired Ramen to Apparel, the Surge in Commercialization of KPop Demon Hunters

Driven by the popularity of KPop Demon Hunters, a wide range of merchandise is being developed. Nongshim is advancing a collaborative project to bring the ramen featured in the movie to actual product form, marking this as the third such partnership. Starting December 10, the company will release three varieties—Shin Ramyun Burger Cup, Shin Ramyun Superstar Cup, and Shin Ramyun Spicy Queen Cup—through nationwide distribution channels and e-commerce platforms. The Shin Ramyun Burger Cup combines flavors of hamburger ingredients such as cheddar cheese, tomato, sautéed onion, and chipotle, with added smoked beef flavor to deliver both ramen and hamburger tastes simultaneously. The Shin Ramyun Superstar Cup replicates the “Superstar Flavor Ramen” from the movie using real food ingredients and visual elements. It features a bone broth base mixed with sausage, cheese, and kimchi, along with star-shaped flakes to embody a K-food concept. The Shin Ramyun Spicy Queen Cup doubles the spiciness compared to regular Shin Ramyun cups, achieving an intense flavor profile through a combination of various chilies including Haneulcho and Cheongyang gochujang. In August, Nongshim globally launched products featuring KPop Demon Hunters characters on packaging for key items like Shin Ramyun and Saeukang, and it also released special edition products with movie-inspired packaging exclusively on its own online store, Nongshim Mall. These new products are scheduled to be launched sequentially in overseas markets starting in January of next year, beginning with the United States followed by Australia and Canada. Apparel items are also on sale at significant discounts. On Amazon’s official KPop Demon Hunters merchandise shop, nearly all t-shirts are available at 15% off, while Hot Topic sells officially licensed shirts at up to 30% off. A variety of other products including merchandise for the virtual girl group HUNTR/X, as well as clothing and accessories featuring Saja Boys characters, have been released. The main voice actors from the movie are also participating in fan engagement activities. Kevin Wu, who voices Jinwoo (Mystery Saja), the lead character of Saja Boys, is providing customized videos for fans through the messaging app Cameo. Such diverse commercialization strategies and fan service efforts are further expanding the global popularity of KPop Demon Hunters.