K-Pop Takes Over Popular Culture as “KPop Demon Hunters” Sparks Sing-Alongs, Pop-Ups, and Collaboration Products

Netflix’s popular animated film “KPop Demon Hunters” has dominated global popular culture, leading to a surge in various fan activities and product developments such as sing-along screenings, pop-up stores, and fashion collaborations. Released on June 20, “KPop Demon Hunters” tells the story of K-pop superstars from the girl group Huntr/x, who act as hidden heroes protecting the world behind the dazzling stages. Just two months after its release, the film surpassed “Red Notice” to become Netflix’s most-watched title ever, and by September, it became the first Netflix content to reach 300 million cumulative views — the highest among all films and series released on Netflix to date. The sing-along screenings that sold out at the 30th Busan International Film Festival are now expanding to theaters. CGV will hold special screenings of the “KPop Demon Hunters” sing-along version in over 100 CGV theaters across the country from October 31 to November 2. Audience members can enjoy the film on large screens while singing along to original soundtrack tracks like “Golden,” along with songs such as “How It's Done,” “Your Idol,” and “Soda Pop.” CGV has also organized “Fan-Dom Battle Showings” where fans of the competing idol groups, Huntr/x and Lion Boys, can cheer for their respective teams. “Golden” topped the U.S. Billboard Hot 100 main singles chart for eight consecutive weeks, solidifying its status as one of the biggest hits of the year. Netflix posted a sing-along practice video on its official YouTube channel featuring the song pronounced in Korean, which accumulated over 150,000 views within a single day of release. Casual fashion brand 8Seconds has released a second batch of collaboration products and will operate a pop-up store in Seongsu-dong, Seoul, from November 7 to 19. The second batch includes a variety of clothing items reflecting the fashion styles of Huntr/x and Lion Boys, such as long coats, short puffer jackets, leather/denim skirts, tartan knits, and plaid shirts. Additionally, the character design of the tiger “Duffy” has been unveiled, with merchandise available in the form of T-shirts, knits, and pajamas. Accessories for fans are also being introduced, including cotton shoulder bags with the Huntr/x logo, Lion Boys beanie keychains, as well as keychains featuring Korean motifs, rice bag pouches, and agate-designed sock boxes. The second batch of products will be available starting October 28 at 8Seconds stores in Myeongdong/Myeongdong Station, and from October 29 at Hongdae Igoku Station, Times Square, Starfield Hanam, COEX Mall, and Hyundai Department Store Pangyo Branch, as well as on the online shopping platform SSF Shop. The pop-up store will transform into a space that brings the “KPop Demon Hunters” universe to life, realistically recreating key locations from the story such as the concert venues and accommodations of Huntr/x and Lion Boys. Ahn Hee-jin, head of 8Seconds’ business division, said, “The second batch of collaboration products focuses on 8Seconds’ stylish reinterpretation of the protagonists’ fashion styles from ‘KPop Demon Hunters.’” Since its release in June, “KPop Demon Hunters” has contributed to the popularization of K-pop costumes during Halloween season. A mother in New Orleans, U.S., said, “K-music is spreading worldwide, and I expect to see many characters from ‘KPop Demon Hunters’ such as Rumi, Mira, and Joy during Halloween.” The film’s soundtrack has gained attention for its high level of catchiness and positive messaging.