'K-Pop Demon Hunters' Ranks as Netflix’s Most-Watched Title... TWICE Participates, Expanding Cultural Influence Through Grammy Wins

Netflix’s animated film ‘K-Pop Demon Hunters’ has become the most-watched title in Netflix history, capturing fans around the world. This blockbuster features K-pop girl groups hunting demons through music to protect the planet, and it has accumulated hundreds of millions of hours of views globally.

The film’s success has also translated into awards. It won 10 categories at the Annie Awards last month and is receiving significant attention in the film music category. The soundtrack ranked among the highest-charting music of 2025, with 8 tracks making it onto the Billboard Hot 100. In particular, the theme song “Golden” won the Best Original Song award at the Golden Globe Awards last January and, on a recent Sunday, became the first K-pop song to win a Grammy Award in the Best Visual Media Song category.

The film was nominated for two Oscars at the Academy Awards in March, and despite releasing in June of the previous year, it continues to exert a lasting influence on pop culture. Following its theatrical release in August 2025, it is being shown during the Halloween season as well, maintaining its popularity year after year.

TWICE participated in this project. The group released the album ‘TEN: The Story Goes On’ last year to commemorate 10 years of support from global fans, with each of the nine members releasing a solo track. They are also attracting attention for potential future collaboration projects. Jimin of TWICE said, “Having spent 10 years together, we’ve come to understand each member’s vocal style and strengths, allowing us to arrange parts that highlight individual characteristics.”

The success story of E-JAE, a Korean-American singer-songwriter who co-wrote the film’s music, is also noteworthy. E-JAE worked as a K-pop idol trainee at major Korean entertainment companies for over 10 years starting at age 11 but never made it to debut. However, he reinvented himself as a singer-songwriter and eventually co-wrote and performed “Golden,” the film’s theme song. E-JAE also voiced Rumi, the purple-haired protagonist of the film.

E-JAE said, “I felt extremely desperate for a long time, but I feel validated through this project.” Claire Marie Lim, a K-pop expert at Berklee College of Music, commented, “In the past, many K-pop trainees left the music industry if they couldn’t debut, and it was very rare for them to get involved directly in composition and production. E-JAE’s success represents an unprecedented path within the K-pop industry.”

The film’s popularity has also led to merchandise development. Hot Topic recently released a ‘K-Pop Demon Hunters’ merchandise collection, with various products offered by brands such as Funko, Target, Old Navy, Loungefly, and PackSun. Popular items include Duffy hoodies featuring the film’s blue tiger character, HUNTR/X themed cargo pants, and squeezables depicting Duffy and Susi, all priced at 70 dollars or less.