Netflix’s “KPOP Demon Hunters” Exceeds 300 Million Views; Virtual Idol Group HUNTR/X Ranks No. 1 on Billboard

Netflix’s original animated film “KPOP Demon Hunters” has become the most successful title in the platform’s history. Released on June 20, it surpassed 300 million views, overtaking “Squid Game” to become Netflix’s highest-grossing movie. The story, in which shamans and spirit guardians form idol groups to fight against evil spirits known as “Gwima,” also boasts outstanding musical achievements. The song “Golden” by the fictional idol group HUNTR/X reached No. 1 on both Billboard’s “Global (Excluding U.S.)” and “Global 200” charts, marking the first time a virtual artist has achieved this milestone. American-Korean singers EJAE, Lay, and O.de provided the voices for HUNTR/X. “Golden” is also gaining significant traction on the UK Official Singles Chart. As of the chart dated the 26th local time, “Golden” entered at position 42 and has remained on the chart for 27 consecutive weeks, having previously topped the chart for 10 weeks on a non-consecutive basis. Another OST from the same film, “How It's Done,” made its debut on the UK chart at position 81. In total, eight songs, including “Golden,” have entered Billboard’s Hot 100 chart, while another virtual idol group, “Sazaboyz,” claimed No. 1 on the U.S. Spotify chart. This work, which illustrates the global spread of Korean culture, has expanded beyond mere video content to include physical experiences. Published by the Korea Cultural Information Service (KCISA), a “digital–physical–digital” cycle has formed, where interest generated in the digital space extends into offline areas such as theme park collaborations, exhibitions, and pop-up tours before returning to the digital realm. Dr. Lee Jun, who authored the report and is an instructor in the Cultural Content Department at Hanyang University’s ERICA campus, stated that surveys conducted among visitors to Everland and the National Museum of Korea confirmed that prior digital interest leads to higher satisfaction with offline experiences and a more positive perception of the related content IP. Maggie Kang, the Korean-Canadian co-director, declared in an interview that the film “will start with Korean women in the past,” targeting teenage female audiences specifically. The production team paid close attention to details such as the alleyways of Bukchon in Seoul and the brick designs along Myeongdong Street, integrating Korean elements into every scene and design. Teddy from Double Black Label, choreographer Lee Jung, and members of TWICE contributed to bringing K-pop music to life. The economic impact is substantial as well. The National Museum of Korea reported that cultural product sales in the first half of this year reached 11.5 billion won, a 34% increase compared to the previous year. Korean products like Shin Ramyun and Bibigo have become popular K-goods on global online shopping platforms. “Golden” is set to compete for five awards, including Song of the Year, at next year’s Grammy Awards held in Los Angeles on February 1, showing potential to create another milestone for virtual artists.