KPop Demon Hunters: From K-Beauty to Mission Work — Driving Global Hallyu Expansion

Netflix’s animated series “KPop Demon Hunters” functions as far more than just a video content platform; it serves as a key medium for spreading global Hallyu across various sectors such as K-Beauty, toys, and mission activities.

The K-Beauty industry has responded swiftly. The global beauty brand Anua has established a global partnership with “KPop Demon Hunters” and plans to release limited-edition “Hunmun Mask” products. Anua intends to launch this campaign starting in the first half of the year.

Toys manufacturers have also joined this trend. Moose Toys’ flagship product, “Gui Gui,” will introduce new versions beginning in June through a licensing agreement with “KPop Demon Hunters.” These products will feature slimes inspired by characters like Rumi, Mira, Joy, and Duffy the Tiger, along with limited-edition “Golden” slimes. Each item will come equipped with a unique texture, signature scent, theme-specific mixing beads, and collectible character flakes. Gui Gui was named the best-selling slime of 2025 and has already been nominated for this year’s Toy of the Year award in the creative toy category, as well as multiple awards at toy expos in London and Nuremberg.

Its cultural impact is also evident. Ki-Joon Park, a Korean missionary working in Indonesia, stumbled upon “Golden” in a café in Malang and that same evening witnessed teenage youths singing the song near a church. Missionary Park explained that the series’ depiction of Korean shamanism — featuring a male demon band wearing traditional Hanbok hats and the mythological lion-like creature Deokpyeong — sparked natural conversations about the spiritual world and faith among Indonesian youth.

Park noted that introducing Christianity in Muslim-majority Southeast Asian countries has become much easier thanks to growing interest in Hallyu. Churches have organized summer events where short-term Korean mission teams teach local youths simple K-pop dances and help prepare Korean cuisine together.

However, some countries have expressed religious concerns over the film’s depictions of demons. A Christian school in the UK banned students from singing the film’s soundtrack, arguing that its theme conflicts with the beliefs of certain believers.

Since its release, “KPop Demon Hunters” has broken Netflix’s all-time viewing records, exceeding 500 million views, and generated over $20 million at the global box office. Such widespread success has enabled its use in diverse fields like K-Beauty, toys, and mission work, further demonstrating the global influence of Hallyu content.