Netflix’s “KPop Demon Hunters” Becomes a Model for Strategies in Education, Fashion, and Urban Branding

Netflix’s animated film “KPop Demon Hunters” is expanding its influence beyond the screen into various fields such as education, fashion, and urban brand strategy. In educational settings, the film is being used as teaching material to enhance students’ understanding of identity, empathy, and interpersonal relationships. Harvard Graduate School of Education’s “Making Caring Common” program has developed educational resources and lesson plans for grades 3 through 12 based on this film, aiming to help students grasp its messages about shame, hidden struggles, courage, and belonging. Program officials stated, “We have received reports from over 300 educators using these materials showing increased student engagement.” They added that “students are beginning to openly discuss their internal struggles related to identity,” noting that “students from mixed-family backgrounds, those exploring their gender identity, and immigrant students seeking cultural identity particularly resonated with these lessons.”

Growth is also occurring in the fashion industry. Through a collaboration with sports brand Vans, a full family of footwear collections designed for all ages, from adults to toddlers, has been released. These collections, which vividly feature the film’s protagonist HUNTRIX and iconic scenes on Vans sneakers, were displayed at multiple stores of Shinsegae Department Store. In terms of urban brand strategy, the film is gaining attention as a role model. The Daegu Policy Research Institute recently analyzed the success formula behind “KPop Demon Hunters” and proposed using it as a foundation for Daegu’s strategy to reinvent its Hallyu-themed urban brand. An institute official explained, “This film created new Hallyu momentum through genre fusion—combining music, animation, fashion, and merchandise—with fantasy storytelling, and this structure can be applied to city-level branding.” As a result, Daegu is pursuing the hosting of an Olympic-style competition called the “Daegu Hallyu Comprehensive World Challenger,” which includes five categories: K-pop, K-beauty, K-fashion, K-food, and K-games.

Content expansion is also underway. Penguin Random House has released a multi-book program in partnership with Netflix. Starting with an English children’s book and an official poster book set to launch on December 30, 2025, various other formats such as activity books and sticker books will follow in the spring of 2026. Additionally, genre-specific expansion plans have been unveiled, including coloring books for adult fans and a comic book (webtoon) edition scheduled for 2027.