Hallyu Expands from Digital to Physical: The New Form of “KPop Demon Hunters”

Netflix’s animated series “KPop Demon Hunters” demonstrates a new method for spreading Hallyu content. It brings to reality a cyclical structure in which interest sparked on digital screens expands into physical realms such as games and food, before returning to digital engagement.

This series won the Academy Award for Best Animated Feature and Best Original Song in early 2026. The story follows K-pop idols who serve as “Huntrix” and fight against evil spirits, effectively sharing core elements of Korean popular culture with global audiences.

Looking at collaborations with games, Cookie Run: Kingdom will transform three Huntrix members into cookie characters for a limited time until May 7. These include a penetration-type “Rumi Cookie,” an assault-type “Mira Cookie,” and a shooting-type “Joy Cookie,” all of which can be played within the game. Additionally, five members of the evil idol group “Saja Boys,” along with the tiger “Theppy” and the magpie “Seo-si,” also appear as guest characters.

The Korean voice cast, including Shin Nari and Min Seung-woo who voiced characters in the original animation, remains unchanged to maintain consistency. A special episode titled “Huntrix’s Concert” is added, along with 10 themed decorations. The film’s original soundtrack, including tracks like “Golden” and “Soda Pop,” plays within the game.

Expansion into food culture is also notable. McDonald’s introduced two menu items: the Huntr/x meal and the Saja Boys breakfast set, each including a collectible card. Demand for these cards is so high that they are already being traded on online resale markets.

The voice actors collaborating with McDonald’s shared personal stories to illustrate how food functions as more than just a product—it serves as a cultural medium. Kevin Woo, who voiced the Saja Boys, described McDonald’s as his “home” regardless of whether he was in the United States, Korea, or Japan, emphasizing its consistent role as a global experience. Danny Chung recalled McDonald’s as a space filled with memories of his grandfather, while samUIL Lee described it as a festive place during special occasions in immigrant families. Audrey Nuna, who voiced Huntrix, said McDonald’s was a space for joyful relaxation in economically struggling families with working parents.

Cultural content scholars are paying close attention to this phenomenon. “KPop Demon Hunters” builds its universe around Korean cultural codes centered on K-pop, while designing it to allow audiences to engage with this universe through music consumption and participation in short video challenges. The title track “Golden” has expanded into everyday consumer areas such as ramen and bakery products, giving the abstract universe tangible sensory connections.

This distinguishes it from other recent animations. While “King of Kings” focused solely on religious narratives and “Love’s Hot Chipping” centered on character merchandise and collecting desires, “KPop Demon Hunters” uses music to trigger digital engagement while simultaneously demonstrating that it can be translated into physical products and everyday experiences.

An industry insider commented, “Hallyu content is no longer merely a product of a single country. It has shifted to focusing on how certain cultural codes function and spread.”