Korean Brands Including Nongshim and Samsung Release Collaborative Products with KPop Demon Hunters

The global success of Netflix’s popular anime *KPop Demon Hunters* has triggered a wave of collaborative product releases by Korean brands. Various industries, from food companies to electronics manufacturers, are leveraging the show’s popularity to showcase the value of Korean products to global consumers. Nongshim announced the release of collaborative products with *KPop Demon Hunters* on August 20. Products such as Shin Ramyun, Saeukkang, and the new “Shin Ramyun Tomba All-Purpose Sauce” will feature characters from the anime, including Rumi, Mira, Joy, the Lion Boys, and Tiger Duffy, on their packaging. These products are set to be released in limited editions sequentially in key countries across Korea, North America, Europe, Oceania, and Southeast Asia. Special versions reflecting the actual cup ramen designs seen in the anime are also expected to be unveiled. A Nongshim official stated, “This collaboration came about because consumers voluntarily discovered and shared Nongshim products within the show,” adding, “Together with *KPop Demon Hunters*, which has introduced K-culture to the world, we will convey the true value of K-ramyun and K-snacks more authentically.” This collaboration is believed to be inspired by the recurring scenes of ramen and snacks in the anime. Samsung Electronics has also joined the trend. The company released 11 free “Galaxy themes” based on *KPop Demon Hunters*. Through these downloadable packages, users can customize their Galaxy smartphones’ lock screens, background images, and icons in the show’s unique style. Since its release in June, *KPop Demon Hunters* has gained a global fanbase for accurately depicting Korean culture, including K-pop and K-food. Even two months after its Netflix debut, it remains at the top in various markets, including the United States. According to Google Trends, worldwide searches for “Korea” from August 17 to 23 reached the highest level since late 2022, nearly doubling compared to the time of its release. The tourism industry is also paying attention to the show’s influence. Since the anime features iconic Seoul landmarks such as Bukchon Hanok Village, Namsan Tower, Naksan Park, and Myeongdong, the industry expects it to boost inbound tourism.