Netflix’s “KPop Demon Hunters” Sets Record for Highest Viewership Ever; OST “Golden” Tops Billboard Charts

Netflix’s animated series “KPop Demon Hunters,” which depicts a girl group of exorcists using music to combat evil spirits, has become the most-watched film on any streaming platform in history. The OST track “Golden” has established a historic milestone for K-pop. Performed by EJAE, Audrey Nuna, and Rei Ami, this song remained at the top of Billboard’s main singles chart “Hot 100” and the UK’s Official Charts “Top 100” for eight consecutive weeks. This marks the first time a K-pop track has dominated both charts simultaneously. “Golden” has already been nominated for major Grammy Awards categories including Record of the Year and Song of the Year, and it is expected to receive a nomination for Best Animated Feature at the Academy Awards. EJAE, who composed and wrote the lyrics, explained the song’s success by saying, “These days, it’s hard to find melodies that stand out on music charts. I believed that hopeful lyrics and a soothing melody could heal people.” He added, “The most important thing in ‘KPop Demon Hunters’ was showcasing Korean culture. Everyone who worked with director Maggie Kang felt that Korean language must be included in the soundtrack so people could sing along, and I am extremely proud of that decision.” The series’ success has had a ripple effect across South Korea’s economy. Starting in August, stock prices of animation production companies such as Ascendio, Samhwa Networks, Fan Entertainment, Studio Dragon, and Studio MIR, as well as computer graphics firm Wizwix Studio, saw significant increases. The food industry has also benefited greatly from the “KPop Demon Hunters” phenomenon. Kimbap, which appears in the series as the soul food of characters preparing for performances, has even inspired a real-life challenge called “eating a whole kimbap,” driving up stock prices of companies like Pulmuone, WooYang, CJ CheilJedang, and Hansung Corporation. Ramen is another key driver of this trend. Stock prices of Nongshim, Nongshim Holdings, and Samyang surged significantly. Nongshim released a limited edition 1,000-set of Shin Ramen in collaboration with the series back in August, and all sets were sold out in less than two minutes after release. Beyond the ramen market, professional stock trader Won Jeong-yeon, who has won multiple stock trading competitions, emphasized sequential investment opportunities by saying, “If the ramen sector is strong, companies that supply flour to ramen manufacturers also deserve attention.” The fashion industry has also achieved notable success. Due to the emphasis on traditional Korean Dancheong patterns in the series, the National Museum of Korea’s official souvenir, the “Dancheong Keyboard” (priced at 119,000 won), sold out instantly. The stock price of Apco, the computer peripherals company that produced this product, skyrocketed, while the average daily online traffic to the National Museum of Korea’s cultural product brand “Muse” increased by nearly 20 times. Despite this success, the directors have firmly rejected a live-action adaptation. Director Maggie Kang said in a BBC interview, “There is a charm that only animation can deliver. It’s hard to imagine scenes from ‘KPop Demon Hunters’ being adapted into live action—it would feel too realistic.” Co-director Chris Appelhans added, “The greatest advantage of animation is its ability to combine elements that are impossible in reality to create new visual experiences. We do not agree to a live-action version. While many animations have been adapted into live films, most of them come across as unnatural.” However, they expressed optimism about a sequel. Director Maggie Kang said, “I believe there is definitely more we can do with these characters. Whatever it is, it would be a story worthy of a sequel and something we would want to see.”