Netflix Animated Film “KPop Demon Hunters” Accelerates Cultural Spread Through Collaborations with Paribagette and Anua

The cultural spread driven by popularity of Netflix’s animated film “KPop Demon Hunters” is accelerating. Not only major Korean brands but also overseas university gymnastics teams are using this film for marketing and promotion, thereby proving the economic impact of K-POP content.

Paribagette released new Lunar New Year gift products ahead of 2026’s festival, featuring popular characters from “KPop Demon Hunters” — the tiger Thuffy and the magpie Seo-si. The inspiration for these characters comes from the traditional Korean folk painting “Hojakdo,” which depicts a tiger that repels evil forces and a magpie that brings good news; it was part of seasonal customs during the Joseon Dynasty. Paribagette reimagined this concept with the “Thuffy&Seo-si Fortune Cake,” a cake in the shape of a lucky pouch adorned with holographic stickers. It combines traditional ingredients such as black sesame cream, yuzu cream, and chocolate cookies to reflect Korean heritage while achieving a modern flavor balance.

Beauty brand Anua has also entered into a global partnership with “KPop Demon Hunters” and will launch comprehensive projects starting in the first half of this year. This is Anua’s first global project involving an animated IP. Moving beyond simple packaging collaborations, the two brands plan to develop story-driven K-beauty content that integrates their respective worldviews across all skincare products. Anua intends to release a series of promotions, including limited-edition packages featuring the KDEHUN characters and interactive online and offline events based on the film’s universe. The strategy aims to strengthen connections with global Gen Z by linking fan culture with the skincare category.

The film’s influence is evident overseas as well. The gymnastics team at Ball State University in the United States held a “KPop Demon Hunters Day” on January 18 to promote the film through themed marketing efforts. At this event, the first 150 attendees received free lightsticks, music and elements themed around the film were featured throughout the competition, and a signing session was arranged after the event.

A representative from Paribagette said, “As we welcome the new year of 2026, we hope people can start this joyful year by expressing their feelings to loved ones through gift sets that incorporate Korean traditions.” A representative from Anua added, “We expect this unique collaboration between two brands representing K-beauty and K-content to expand our ways of communicating with global consumers to a new level.”