Netflix’s Most Popular Series Ever, “KPop Demon Hunters,” Exceeds 300 Million Views and Reshapes the K-Pop Industry

Netflix’s animated film “KPop Demon Hunters” has become the platform’s most popular title in history. Released in June, the film has now surpassed 300 million views and set a new record for the highest number of views on Netflix in August. It continued its upward trajectory in October, reaching 325 million views. The success of this film even impacted music charts. Its OST “Golden” topped both the U.S. Billboard Hot 100 and the UK Official Singles Chart, and it remained at number one on the global Spotify chart for 76 consecutive days. It surpassed 850 million streams within four months and was even nominated for a Grammy Award. The actual voice actors of the film’s protagonist, HUNTR/X, E-JAE, Audrey Nuna, and Rei Ami, performed “Golden” on The Tonight Show Starring Jimmy Fallon on October 7. They are scheduled to hold their first official live performance at KIIS-FM Jingle Ball in Los Angeles, USA, on December 5. The impact on the entire K-Pop industry is also extensive. The stock prices of the four major K-Pop entertainment companies have all risen by double digits this year, with YG Entertainment’s stock increasing by over 100%. Three out of the six songs that fastest reached 100 million streams on Spotify are related to K-Pop artists: APT (Rosé & Bruno Mars), Seven (Jung Kook & Latto), and Butter (BTS). Pop-up tours designed to provide global fans with immersive experiences are also being launched on a full scale. Netflix will host “KPop Demon Hunters Official Pop-Up - Seoul” in Seongsu-dong, Seoul, from December 4 to 28. As the first event of its kind held in Seoul, the film’s main setting, it will later tour major Asian cities such as Singapore, Bangkok, Tokyo, and Taipei. December 4 through 7 has been designated as “Membership Day,” allowing global membership holders to visit ahead of regular visitors. Reservations can be made starting November 18 through the official fan community “V-Stage.” Official merchandise that can be picked up on site is also being prepared. Collaborations with theme parks are also underway. Everland, located near Seoul, has created a theme zone based on the film in partnership with Netflix, offering games like digging for moles, dance games, and snack items related to the movie. Fans who wait for long periods continue to respond enthusiastically. The global expansion of K-Pop is accelerating further. K-Pop’s internationalization, which began in 2012 with PSY’s “Gangnam Style,” has progressed through groups like BTS, BLACKPINK, and TWICE, and this film’s success has taken it to the next level. BLACKPINK’s 2023 world tour generated the highest revenue ever for a female group. Over the past decade, only four female artists—Taylor Swift, Adele, Jisoo (BLACKPINK), and Jennie (BLACKPINK)—have sold over 1 million albums per week. The internationalization of the K-Pop industry is even changing music production methods. In 2021, HYBE signed a global strategic partnership with Universal Music, leading to increased music production centered in the United States. In 2022, SM Entertainment and JYP Entertainment also strengthened their offices in Los Angeles. K-Pop is no longer created solely in South Korea, and English has become more dominant than Korean in lyrics. HYBE’s new group “Katseye” includes two members who are not from Asia, and “Los Santos Bravos” is a group that blends K-Pop with Latin music and has no Korean members. Industry experts view this trend of K-Pop’s internationalization positively. K-Pop producer Danny Chung said, “People watched ‘KPop Demon Hunters’ despite it having a K-Pop title, and after watching it, they realized, ‘Ah, I am a K-Pop fan.’ It opened the door for them to dive into the vast back catalog of K-Pop music built over 30 years.”