Netflix Pursues Expansion of “KPop Demon Hunters” Franchise with Three-Part Film Series, Live-Action Adaptation, and Musical – Emulating Disney’s Strategy

Netflix has launched aggressive franchise expansion based on the massive success of “KPop Demon Hunters.” The company is reportedly applying for trademark rights with the U.S. Patent and Trademark Office and developing various expanded content projects, including a three-part film series, a live-action remake, and a musical. On the 4th, Netflix filed a sole trademark application for “KPop Demon Hunters” with the U.S. Patent and Trademark Office on June 22 (local time). The newly filed trademark registration, currently pending assignment by examiners, includes detailed categories such as “household and glass products” encompassing drink containers, “apparel products” covering cosplay costumes as well as workout gear, swimsuits, and accessories, and “toys and sporting goods.” Worldwide Trademark, a brand monitoring platform, highlighted that Netflix’s trademark application focuses on toy products rather than series or films, describing it as a “significant signal showing Netflix’s evolving ambitions as a streaming giant.” It added that this move indicates Netflix’s intention to strengthen intellectual property rights across consumer products—a strategy commonly seen in established media conglomerates like Disney—and demonstrates how Netflix plans to expand its brand beyond the screen.

Film-based expansion is also underway actively. According to film production company The Lapp and entertainment outlet The Anchor, Netflix intends to produce “KPop Demon Hunters” as a three-part trilogy. Beyond two sequels, the company is considering various expanded content formats such as live-action remakes, musicals, TV series, and spin-offs. It is also planning to create short films that can serve as “bridge content” between the films. Co-directors Maggie Kang and Chris Appelhans stated that pursuing film expansion represents an “opportunity that must not be missed.” In an interview with The Anchor, Director Kang explained, “Most movies end with potential; I want to keep that door open. There are still many untold backstories.” Netflix Co-CEO Ted Sarandos referred to the film as a “remarkable success” during a recent Q2 earnings call, saying, “People love this film and its music, and this will continue for a long time.” He then asked, “Where does the next step go?”

The scale of the film’s success is already record-breaking. According to Netflix’s own viewing analytics site TuDum, “KPop Demon Hunters” accumulated 228 million hours of viewing time from its release on June 20 until July 29, achieving the highest performance among all Netflix original animated films to date. It continued to grow, recording 26.3 million views in just the sixth week. Industry analysis suggests that Netflix’s attempt to enter the toy and consumer product market is also tied to high expectations from Wall Street. Although Netflix’s second-quarter revenue increased by 16% compared to the same period last year and its operating profit exceeded $3.1 billion, Wall Street demands evidence that the company can double its revenue and reach $1 trillion by 2030.