Netflix’s “KPOP Demon Hunters” Expands Beyond a Cultural Phenomenon to Transform the Entire Industry Ecosystem

Netflix’s animated series “KPOP Demon Hunters” has evolved from a simple global sensation into a new cornerstone of the international cultural industry. Through a series of successes including a collaboration with The LEGO Group, a historic Grammy Award win, a CAS Award victory, and a confirmed performance at the Oscars, it continues to demonstrate the infinite potential of K-content.

“KPOP Demon Hunters” became the most-watched series in streaming platform history just 10 weeks after its release on Netflix in June of last year. Directed by Maggie Kang, the series captivated audiences worldwide by blending traditional Korean culture with modern K-pop through a meticulously crafted worldview that transcends race and culture. To express gratitude for the surge in visitors, the National Museum of Korea invited the director in person, while the government awarded her the Culture Medal for her contributions to promoting Korean culture overseas.

The Oscars stage further underscores “KPOP Demon Hunters”’ influence. On March 15, the 98th Academy Awards featured a special segment honoring Korean folk traditions and cultural inspiration through traditional Korean instruments and dances from the film. The Oscar-nominated song “Golden” from the movie, along with performances by EJAE, AUDREY NUNA, and REI AMI from the virtual girl group HUNTR/X, are set to take center stage.

The series achieved groundbreaking success at the Grammy Awards. Its animated OST “Golden” won the “Best Song Written for Visual Media” category. This marked the first time a K-pop composer and producer received a trophy in a formal Grammy category. EJAE, Teddy, 24, and IDO (Lee Yu-han, Kwak Jung-kyu, Nam Hee-dong) were named as the winners, with 24 expressing his gratitude by saying, “I dedicate this honor to my mentor and colleague, Brother Teddy.”

“Golden” achieved an unprecedented milestone by simultaneously topping both the Billboard Hot 100 and the UK Official Singles Chart. As one of the global hits of 2025, most of its production team members are part of Teddy’s agency, The Black Label, which is best known for working with BLACKPINK. It was praised for having a clear K-pop creative DNA despite being an animated theme song produced with American capital.

The commercialization of related products within the industry is also accelerating. The LEGO Group has partnered with Netflix to release “KPOP Demon Hunters” themed products. The two companies plan to start pre-orders for the first LEGO set featuring the series’ supernatural characters this spring, with a full release scheduled for this summer. Lena Dickson, Senior Vice President of The LEGO Group’s Product Group, said, “We are thrilled to collaborate on ‘KPOP Demon Hunters,’ which has sparked a global frenzy. We hope fans can enjoy the world-building in their own unique way through building and imagination.” The LEGO Group is also planning phased expansions, including the release of follow-up sets by 2027.

The 2026 Grammy Awards symbolized a shift in K-pop’s standing. Rosé’s “APT.” was nominated in two major categories: Song of the Year and Record of the Year, while the HYBE and Geffen Records joint venture girl group CATSIEYE received a nomination for Best New Artist. The Korean original musical “Maybe Happy Ending” also made it to the list for Best Musical Theater Album, highlighting the increasing presence of Korean-related works among the nominees. Rosé’s appearance as the opening act at the Grammys was another historic moment. The Grammy’s opening performance is traditionally held by the most prominent artist of the year, and it was the first time a K-pop singer took that stage.

At the CAS (Cinema Audio Society) Awards as well, “KPOP Demon Hunters” received an award in the animation category. Although it lost to Ariana Grande’s duo in the Best Pop Duo/Group Performance category, competing against “Wicked,” it had previously achieved an unprecedented record by winning 10 awards at the previous Anime Awards.

“The success of ‘KPOP Demon Hunters’ is leading to a strengthening of K-culture’s global presence across all its facets, going far beyond mere entertainment. It serves as a clear example of how a new paradigm combining traditional culture with modern pop culture is proving highly effective in global markets.”