Netflix Animation “KPOP Demon Hunters” Becomes the Most-Watched Film Ever, Sparking a Global Phenomenon

Netflix’s animated film <KPOP Demon Hunters> (hereafter KDEH) has become the most-watched film in Netflix history, triggering a global cultural phenomenon. On August 27, it surpassed <Red Notice>, which was released in 2021, to rank first in cumulative views on Netflix’s official statistics site TUDUM. As of September 11, it had accumulated 291.5 million views, continuing to widen the gap from the second-ranked film, which had 230.9 million views. Produced by Sony Pictures Animation and directed by Korean-American director Maggie Kang, the film blends stories of demonic characters from Korean folktales such as dorkbaebi, jeuseungssaja, and mulgwisin with those of the K-pop girl group HUNTR/X. The members of HUNTR/X—Rumi, Mira, and Joy—are depicted as K-pop superstars on the surface but actually as “demon hunters” who use their secret abilities to protect fans from supernatural threats. The demonic boy band “Sajaboyz” in the film is inspired by BTS’s fan club “ARMY,” and the active support of K-pop fandoms was a key factor in its initial success. Set in Seoul, the film is regarded as a profound work that goes beyond a simple fantasy animation by addressing fundamental contradictions of modern civilization. It portrays the dark side of modern capitalism—systems that strip individuals of autonomy and bind them through endless consumption and dependence—as demons, while depicting the HUNTR/X’s journey as an awakening toward becoming autonomous beings who accept even pain and wounds as part of themselves to discover intrinsic value. The success of KDEH has also benefited Korea’s tourism and consumer industries. The National Museum of Korea’s merchandise “MUSES” faced stockouts after the film’s release, with many foreign tourists purchasing the “tiger magpie badge” designed to resemble the tiger character “Theppy.” The daily visitors to the museum’s online MUSES shop surged from around 7,000 to 600,000, and the number of visitors in the first half of the year reached 2.7 million, a 64% increase compared to the same period the previous year. Foreign tourists also flocked to the souvenir shops at the National Museum of Korea in Yongsan, Seoul. An interesting difference in how Koreans and Westerners engage with the film lies in their focus: Koreans generally pay attention to the cultural accuracy and characteristics of Korean heritage, namely nationality, while English-speaking countries in the West focus on the film’s narrative of self-affirmation and salvation. In the West, many people with emotional wounds experience self-healing by watching the film repeatedly and crying, which serves as a medium to strengthen family bonds as children and parents enjoy it together. The film’s success is significant even considering its American production background. Director Maggie Kang conceived the “demon hunters” after being inspired by the beauty of Korean dorkbaebi character designs and wanted these hunters to ultimately become K-pop singers. Sony initially rejected this concept based on Korean culture but Netflix adopted it. Under the contract between Sony and Netflix, Sony invested approximately $100 million in production and transferred not only broadcasting rights but also copyright, though Sony still decides whether to produce sequels. This is an example of Sony, as a major global IP company, leveraging Korean artists to develop the most distinctly Korean content, reflecting growing interest and increased investment in K-pop by large American studios. As of September 14, three months after its release on June 20, KDEH still holds the first position on the U.S. Billboard Hot 100 chart with “Golden,” and it has topped the UK’s Official Singles Chart for six consecutive weeks. Meanwhile, Seoul’s Jongno, Bukchon, Anguk-dong areas, Namsan, Gyeongbokgung, and Naksan have become crowded due to a noticeable increase in foreign visitors. YouTube is also filled endlessly with videos of people imitating the songs and dances of HUNTR/X and Sajaboyz, as well as famous singers worldwide performing the theme song “Golden,” further intensifying the enthusiasm.