Global Interest in Korean Traditional Cultural Products Soars Driven by Popularity of KPop Demon Hunters, with Hallyu-Related Exports Rising 78%

The popularity of Netflix’s animation “KPop Demon Hunters” is significantly boosting global exports of Korean traditional cultural products. Since its release on June 20, overseas purchases of Hallyu-related items on the online resale marketplace Beonjang have surged by 78% compared to the same period last year, while transaction values have increased by 56%. Notably, interest is expanding beyond K-pop idol merchandise to include traditional Korean cultural goods. Global demand for gat, the traditional hats worn by the boy group Sazaboyz in the film as evil spirits, has skyrocketed. Officially licensed merchandise from national museums, such as gat-shaped pens, traditional music boxes, bucket hats, and AirPods cases, have been exported to the United States, Canada, Singapore, and even the Netherlands. Products inspired by the film’s tiger character Duffy and magpie character Susi are also gaining popularity; these items draw inspiration from images in Korean traditional folk paintings. According to Beonjang’s transaction data, global demand for Hallyu products is evenly distributed across North America, Asia, Europe, and Oceania, with the main markets being the United States, Japan, Hong Kong, Australia, Singapore, Taiwan, the United Kingdom, Canada, Germany, and France. The foldable “1-Second Gat” launched by Hi Seoul Enterprise’s Shapo company combines the aesthetics of traditional gat with a modern design, featuring practicality through one-click opening and five color options. Created in collaboration with master gat artisans recognized as National Intangible Cultural Heritage holders, this product has received an exclusive import offer from a U.S. tourism planning agency and is being used as a symbolic item at domestic and international events. Shapo’s CEO, Cho Hyun-jong, described the “1-Second Gat” as “not just a simple accessory but a symbol embodying traditional philosophy and the spirit of the times,” adding that he hopes to see a cultural landscape that naturally expresses Korea’s unique philosophies such as the scholar’s spirit, integrity, and independence to commemorate the 80th anniversary of liberation. Economic experts analyze that Hallyu has evolved from a mere cultural phenomenon into a structural soft power asset. Over the five-year period from 2017 to 2021, exports of Hallyu-related items grew at an average annual rate of 13.7%, which is 2.5 times higher than the overall export growth rate of 5.4%. Hallyu has generated a total domestic production value of 37 trillion won, added 13.2 trillion won in value, and created 160,000 new jobs. Analysis shows that for every 1% increase in the Hallyu index, consumer goods exports rise by 0.2%, while cultural content exports increase by 0.45%. In particular, sectors such as cosmetics, food and beverages, home appliances, and fashion see increased export resilience due to the influence of Hallyu stars’ images and content. A Beonjang official stated, “Global interest in Hallyu is shifting from products featuring famous celebrities to items reflecting Korean traditional culture,” and added that the company plans to make it easier and faster for international users to make purchases to keep up with rising global demand for Hallyu products.