Surge in Global Sales of Korean Traditional Products Driven by Film “KPop Demon Hunters”

The popularity of Netflix’s animated series “KPop Demon Hunters” is extending to boost overseas sales of Korean traditional products. Released on June 20, the film captivated viewers worldwide by blending K-pop with Korean traditional culture, and this enthusiasm is contributing to an increase in exports of Korean cultural goods. The average daily visitors to the online store of the National Museum of Cultural Heritage Foundation surged from 7,000 before the film’s release to over 500,000 last week, a more than 70-fold increase. On the 11th, when pre-orders for the flagship product, the “Cuckoo Tiger Badge,” opened, the website experienced demand so high that it nearly collapsed. According to the online second-hand trading platform Beunggyejangteo, the craze surrounding “KPop Demon Hunters” has led to a 78% increase in the number of direct imports of K-goods and a 56% rise in transaction amounts this year compared to last year. Products inspired by characters such as Tiger Duffy and Cuckoo Seo from the film, including traditional music boxes, bucket hats, and AirPod cases, are being exported to the United States, Canada, and Singapore. Foods consumed by the protagonists before performances in the series are also gaining popularity. “Spicy Potato Chips,” which resemble shrimp chips, and “Childhood Ramen” similar to Shinla Ramen are seeing rising sales due to free advertising effects. Samsung Electronics has also launched marketing campaigns for “KPop Demon Hunters.” It released an advertisement for the Galaxy Fold7 in collaboration with the series, utilizing the fact that Cuckoo Seo’s three pairs of eyes resemble smartphone camera lenses. Even a pen styled like a Joseon-era top hat, one of the requested items, is being exported to the Netherlands, demonstrating the growing global interest in products based on Korean folk art. A representative from Beunggyejangteo said, “Interest is expanding beyond K-goods to include products that reflect broader aspects of Korean culture.” They added that the platform plans to enhance its services to make purchasing easier and faster for international users, in line with the rising global popularity of K-content. Demand for K-goods on Beunggyejangteo is evenly distributed across North America, Asia, Europe, and Oceania, with the main revenue-generating markets being the United States, Japan, Hong Kong, Australia, Singapore, Taiwan, the United Kingdom, Canada, Germany, and France.