Netflix’s “KPop Demon Hunters” Becomes a Global Ambassador for Korean Culture

Netflix’s animated film “KPop Demon Hunters” is driving the global spread of K-culture under the direction of Canadian-Korean director Maggie Kang. Though produced by American Sony Pictures Animation, the movie features such a strong Korean aesthetic that it feels like a domestic film even when sound is muted, as it depicts K-pop girl group HUNTR/X acting as demon hunters who combat evil spirits. Director Maggie Kang explained, “Even after moving to Canada at the age of five, I spent all my elementary school summer vacations in Korea. Growing up playing with cousins, watching television, and listening to music allowed me to experience a great deal of Korean ‘pop culture.’” The realistic portrayal of real locations such as Namsan Tower and Bukchon in the film, along with details like food and daily habits that Koreans would instantly recognize, stems from her childhood experiences. “I wanted this work to be as Korean as possible, so I tried to incorporate Korean elements into every design,” she said, adding, “A very large number of Korean staff members contributed to it.” Despite immigrating to Canada, the director continued to expose herself to Korean culture during holidays and even traveled to Korea with a team of 10 producers. She gathered ideas by visiting places like Bukchon, Myeongdong, and the Folk Village, which helped refine the Korean sentiment embedded in the film. While the unique genre that blends K-pop with occult themes has received positive feedback, the director revealed that the concept of the girl group acting as demon hunters outside the stage was inspired by Korean shamanistic practices known as gut. “Gut involves using music and dance to drive away monsters, which I thought fit perfectly with the film’s concept. In a way, I even considered gut to be the earliest form of K-pop concert,” she said. The film features various elements from Korean shamanism, such as the Reaper, tokkalis, tiger spirits, and Dangsan trees, which have resonated not only with Koreans but also with foreigners. Although K-pop has already become a global culture easily accessible through many overseas content formats, “KPop Demon Hunters” is the first to present it in the form of a musical animated film. “The challenging part was that no one had ever made a musical film using K-pop before,” she recalled, noting that composers went through 7 to 8 revisions to finalize the music. “Our goal was to create tracks that would be recognized as true K-pop even if released as standalone songs,” she added. Many composers from The Black Label, including Teddy, contributed to the music for “KPop Demon Hunters.” Overseas artists such as ZENA Andrew, who has written songs for BTS multiple times, also listed themselves as composers. Meanwhile, there is growing interest in whether the film’s character designs were inspired by specific K-pop groups or members, but the director clarified, “We did not refer to any particular group or member. It was created under the influence of all K-pop groups and members.” Korean actors such as Ahn Hyo-seop and Lee Byung-hun also provided voice performances in the film. Ahn Hyo-seop voiced Jin-woo, the male lead and leader of the Sazaboyz, while Lee Byung-hun voiced Gwi-ma, the “main villain,” in English. The director, who often watches Korean dramas, decided to cast Ahn Hyo-seop for the role of Jin-woo after watching “Sanae Matsumae” (2022). Regarding Lee Byung-hun, she said, “Since he was the first Korean artist to break into Hollywood, I personally held great respect and gratitude for him. It was an immense honor to work with him.” Girl group TWICE also contributed to the OST, adding extra uniqueness to the film.