Netflix’s “K-pop Demon Hunters” Rises to Become the Most Popular Animation Series, with Additional Location Tours Planned

Netflix’s animated film “K-pop Demon Hunters” has expanded beyond the streaming platform to become a major cultural phenomenon. From its release on June 20 to July 29, it accumulated 228 million hours of viewing time and 132.4 million views, ranking first among all of Netflix’s original animated films to date. In the United States alone, it recorded 15.88 billion views, placing it fourth behind “Red Notice” (23.09 billion views), “Carry On” (17.21 billion views), and “Don’t Look Up” (17.14 billion views). Given the current trends, it is highly likely to become Netflix’s most popular original film in history. The film’s popularity has led to various forms of franchise expansion. On July 22, Netflix filed for trademark rights related to “K-pop Demon Hunters” with the U.S. Patent and Trademark Office, with registration categories including beverage containers, household items, clothing, toys, and sports equipment. Worldwide Trademark, a brand monitoring platform, noted that these applications pertain to toy products rather than series or films, stating that this indicates Netflix’s intention to strengthen its intellectual property across consumer goods. The media industry compares this strategy to Disney’s franchise approach and expects “K-pop Demon Hunters” to become a symbolic presence similar to Disney’s “Frozen.” The film’s production team is reportedly considering multiple expansion projects, including a three-part trilogy with two sequels, a live-action remake, a musical, a TV series, and spin-offs. Additionally, production on two sequels and short films for fans is underway in collaboration with Sony Pictures Animation. K-pop idols are also joining in the celebration of the film’s success. AleXa performed a cover of “How It’s Done” while costuming as three different Huntrix characters. SANHAN of ASTRO showcased a dance cover of “Soda Pop” during a performance in Seoul. Arden Cho and CHA EUNWOO of ASTRO performed “Free” together on Netflix’s “Still Watching,” while j-hope was seen enjoying “Soda Pop” backstage at the Rolling Loud Berlin event. JUNHEE of A.C.E and YUJIN of IVE also shared cover videos of “Your Idol” and “Golden,” respectively, to join the film’s fan community. Location tours based on the film’s settings are also gaining popularity. One of Seoul City’s promoted “summer vacation spots in the city center” is the “K-pop Demon Hunters Location Tour,” featuring real Seoul landmarks such as Naksan Park, Bukchon Hanok Village, Cheongdam Bridge, and Hangang Park, which are meticulously depicted in the film. These locations, where the main characters Rumi and Jinwoo meet in the movie, have become sacred sites for fans. In particular, Hanyang Doseong-gil in Naksan Park, with its evening skies and lighting that replicate the film’s atmosphere, has become a popular spot for fans to take photos. The film was co-directed by Canadian-Korean director MEGGY KANG and Chris Appelhans, with contributions from Korean actors such as ANHYOSEP and LEE BYUNG-HUN, as well as K-pop musicians like producer TEDDY and TWICE, to enhance its quality. Experts analyze that the film conveys a message of self-acceptance by portraying the K-pop idol group Huntrix as guardians who fight against evil spirits threatening human souls and protect fans through music, emphasizing that it is okay to accept oneself exactly as one is.