Netflix’s “KPop Demon Hunters” Becomes a Global Phenomenon, Spreading Influence to Music, Toys, and Art

Netflix’s animated series “KPop Demon Hunters” has surged into a global phenomenon since its release in June 2025, driving rapid expansion into music, toys, and video content. The series centers on a K-POP girl group that uses music as a weapon to hunt demons. By combining stunning visuals with addictive music, it introduced the K-POP culture phenomenon to audiences worldwide in a fresh way. The series’ soundtrack dominated various charts, with “Golden,” written and performed by debutant singer EJAE who also voices the protagonist Rumi, achieving massive success on the international stage. “Golden” won the award for Best Original Song at the Golden Globes in January and was nominated for an Oscar in March. Most recently, it became the first K-POP track to win a Grammy, taking home the prize for Best Song Written for Visual Media. EJAE’s story illustrates both the harshness of the K-POP industry and the resilience of the human spirit. She began training at a major Korean entertainment agency at the age of 11 and underwent over a decade of rigorous training but never made it to debut as part of a group. “I worked hard and gave my best, but I don’t think I left a special impression,” EJAE said in an interview. The constant competition and pressure even affected her studies, giving her the feeling that “she was failing at everything.” After leaving the agency, she recalled feeling “desperate for a long time.” Yet EJAE did not leave the K-POP industry. She chose to take another risk by reinventing herself as a composer, which led her to New York and ultimately to “KPop Demon Hunters.” Claire Marie Lim, an associate professor specializing in K-POP at Berklee College of Music, stated that it is “very rare for a former trainee like EJAE to achieve such great success.” The series’ success also boosted the profile of another K-POP star, TWICE. Several of the series’ key tracks were recorded by TWICE, with “Strategy” becoming one of the most important tracks of 2025 for K-POP superstars. TWICE also recorded a version of the film’s original demon‑hunting track, “Takedown,” for the ending credits. Composed of Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung, and Tzuyu, TWICE was already world‑famous even before 2025. They had built a massive fan base through global tours, and their English track “The Feels” became a hit in the United States and the United Kingdom. They appeared on “The Tonight Show” in 2023 and are regarded in Korea as the gold standard for girl groups. Interestingly, the real group TWICE was one of the few groups that influenced the creation of the fictional group Huntrix in the Netflix film. In February, TWICE performed three consecutive headline shows at the UBS Arena in New York and then performed “Strategy” live on “The Tonight Show” on Monday. The audience included new fans dressed in Huntrix merchandise or costumed as Saja Boys, along with TWICE’s long‑time fans, the ONCE. When Jeongyeon, Jihyo, and Chaeyoung performed “Takedown” during the show, the crowd responded enthusiastically. The success of the animation has also expanded into the toy market. Six manufacturers — Mattel, Hasbro, Spin Master, LEGO, Funko, and Woobles — have obtained official licenses, while Sideshow’s Hot Toys line released high‑quality 1/6 scale figures. The catalog ranges in price from $5.39 to $280 and includes fashion dolls, action figures, foam weapons, digital pets, crochet kits, board games, light sticks, and LEGO sets that will not be shipped until 2027. Mattel offers the widest range of products, with the main items being singing doll trios of Rumi, Mira, and Joy dressed in their “Golden” finale outfits, each available for $32.99. The Deluxe Battle Doll line currently features Battle Rumi ($53.99), which comes with 11 movable joints and complete demon‑hunting gear. American Girl sells 18‑inch dolls made from premium fabrics, equipped with intricate accessories and precise styling, at $165 each, with shipments scheduled to arrive by November 27. Hasbro has released role‑play equipment, interactive toys, and game-related items. Foam weapon replicas will be available on July 15, including Joy’s Spirit Blade ($9.99), Rumi’s Port Tiger Sword ($14.99), and Mira’s Curved Moon Sword. The success of this animation has gone beyond being merely an entertainment phenomenon; it serves as a metric showing the global influence of K-POP culture. By introducing K-POP to new audiences through music, video content, and merchandise, it also provides new experiences for existing K-POP fans.