Netflix’s “K-pop Demon Hunters” Sparks Global Craze, Expanding Hallyu’s Economic Impact Through Partnerships with Nongshim and Paris Baguette

Netflix’s animated series “K-pop Demon Hunters” continues to enjoy worldwide popularity even four months after its release, establishing a new business model that connects culture and economy. The show features members of the K-pop group HUNTR/X as secret agents tasked with fighting demons, serving as a multi-platform IP project that integrates music, drama, and gaming. Fans in the United States and Japan have responded enthusiastically, describing it as evidence that K-pop has evolved beyond a single genre to create an entire “universe.” Notably, food items depicted in the series have triggered spontaneous reactions from viewers who associated them with Nongshim products. Scenes where the protagonists eat instant noodles and shrimp chips functioned as organic product placement (PPL). Rather than treating this as mere publicity, Nongshim swiftly transformed it into a business opportunity. A Nongshim official explained, “There were no separate PPL discussions with us prior to the production of ‘K-de-hun,’” adding that the collaboration emerged after the series gained popularity following talks with Netflix. From the outset, Nongshim emphasized a “content X food” strategy. It released limited-edition packages featuring the anime characters, developed products tailored to local tastes, and enhanced brand experience through interactive events. A large-scale campaign was launched in New York’s Times Square, where visitors could taste the noodles on-site and participate in photo zones, integrating online and offline efforts. Nongshim gradually introduced limited-edition products featuring “K-de-hun” characters in markets including South Korea, North America, Europe, Oceania, and Southeast Asia. The company stated that in South Korea, sales of products such as Shin Ramyun bag noodles and shrimp chips related to the collaboration have ended, with only Shin Ramyun Cup remaining available until the end of this year. In contrast, overseas markets are just beginning full-scale production and sales, with most products planned to be on sale through early next year. Production of “K-de-hun” collaboration products started at a factory in the United States last September, with infrastructure improvements aimed at responding swiftly to local demand. The growing demand in the U.S., one of the largest global markets for instant noodles, also acts as a positive factor. According to global trade data provider Global Trade Atlas, U.S. imports of instant noodles reached $288.42 million (approximately 340 billion won) last year, a 50% increase from the previous year. Korea’s market share in the U.S. for instant noodles rose steadily from 32% in 2022 to 37% in 2023 and reached 44% last year. The securities industry is also paying attention to the “K-de-hun momentum.” Kiwoom Securities predicts that sales of core products like Shin Ramyun and shrimp chips will rebound as the benefits of the collaboration become more apparent starting in the fourth quarter of this year. Daol Investment Securities maintained a “buy” rating and raised its target price from 450,000 won to 500,000 won. The influence of this marketing strategy extends beyond food to airlines as well. Alaska Airlines held a pop-up performance at Seattle-Tacoma Airport featuring one of the voice actors from “K-pop Demon Hunters” to celebrate the launch of a new flight route to Seoul. This demonstrates how the series’ global popularity is spreading across various industries such as aviation, tourism, and food. Nongshim’s rapid response reflects its commitment to shifting away from a domestic-focused business model and increasing its overseas sales ratio. Compared to rival Samyang Foods, which has grown through exports in the global instant noodle market, Nongshim previously had a weaker global footprint. The “K-de-hun” collaboration is enabling it to strengthen its global distribution network and implement more localized strategies.