Netflix’s “KPop Demon Hunters” Expands Fan Ecosystem Through Books, Pop-Up Stores, and Merchandise

Netflix’s animated film “KPop Demon Hunters” is rapidly expanding its fan ecosystem beyond mere streaming content by introducing book series, pop-up stores, and merchandise licenses. Penguin Random House (PRH) announced it will publish a series of books based on “KPop Demon Hunters” in collaboration with Netflix. Two titles will launch first on December 30: “For the Fans! Little Golden Book” and “KPop Demon Hunters: The Official Poster Book.” Additional new releases in various formats, such as activity guides and sticker books, will be introduced sequentially starting in spring 2026. To target adult fans, coloring books are in preparation for fall 2026, along with a comic adaptation in 2027. Chris Angelilli, head of licensing publishing for Random House Children’s Books, said, “This universe is filled with music, style, humor, and emotion, and teams across PRH are extremely passionate about bringing that spirit to life on page.” The pop-up store in Seongsu-dong, Seoul, officially opened on the 4th and operates as a three-story immersive experience. Visitors first explore the overall atmosphere of the series in the showroom on the third floor, then proceed to the second floor for exhibits and interactive experiences themed around the film’s OST tracks such as “How It's Done” and “Soda Pop.” On the first floor, fans can collect merchandise and customize keychains and patches. The experience concludes at the final “Golden Stage,” where they can complete the core narrative arc of “Hunmun.” Various programs are offered, including a stamp tour, random draws for emoji purchases, and character photo frame events. Collecting four stamps grants fans a “Duffy balloon.” Notably, the venue utilizes the b.stage platform for on-site merchandise pickup. Fans who pre-purchased items through the official community can collect them immediately by presenting their QR code vouchers. The use of a vibration bell system to manage crowd density has also received positive feedback. Toy manufacturer Jazzwares plans to release Squishmallows and Bambamz lines based on this Netflix phenomenon in 2026. Pre-orders are currently available for a 12-inch Duffy Squishmallow priced at $19.99 and an 8-inch Susie Squishmallow at $14.99, with deliveries scheduled for May 2026. Jeremy Padauer, Jazzwares’ senior brand manager, emphasized, “‘KPop Demon Hunters’ has shaken the world, and we are placing fans at the center by offering a comprehensive line of stuffed toys.” Produced by Sony Pictures Animation, “KPop Demon Hunters” reached 300 million cumulative views on Netflix since its release in June, making it one of the most-watched films on the platform. Its OST track “Golden” topped the U.S. Billboard Hot 100, and the soundtrack was nominated for a Grammy Award, further proving its global popularity. Following the Seoul pop-up, tours are planned in Asia cities including Singapore, Bangkok, Tokyo, and Taipei.