(Source: Netflix)

(Source: Netflix)

When I heard the news about the release of KPop Demon Hunters, produced by Sony Pictures Animation and set to premiere on Netflix on June 20, I felt torn between curiosity and skepticism. My biggest concern was the premise. Combining K-pop and exorcism seemed like a bold gamble—something that could turn out to be wildly imaginative if it succeeded, but downright absurd if it failed. I couldn’t help but question whether the idea of K-pop idols secretly working as exorcists, fighting off evil spirits through singing and dancing, could be convincing at all. The film was first announced in 2021, when the K-pop boom was at its peak, led by BTS, BLACKPINK, and TWICE. It was a time when K-culture, once considered a subculture, had firmly entered the mainstream of global culture.

In that sense, KPop Demon Hunters was a project that could easily be misunderstood as a superficial attempt to cash in on the K-pop craze. But there were also reasons for reassurance. One was that Sony Pictures—the studio behind the Spider-Man universe—was producing it. The trailer offered a glimpse of promising visuals: the girl group HUNTR/X and the boy band Saja Boys, inspired by Korea’s dangsang tree (a symbol of sacred space) and dokkaebi (goblins), stood out through their character designs, choreography, costumes, and dazzling action scenes. These elements instilled confidence that, at the very least, the film would be visually captivating. Moreover, the detailed incorporation of Korean culture was impressive. The main character Rumi’s weapon is modeled after the traditional saingeom (“sword of four tigers”), and the film features honmoon, a magical barrier. Director Maggie Kang, a Korean Canadian, revealed that such details were a love letter to her roots and to her long-standing love for K-pop, which began with first-generation groups like H.O.T. and Seo Taiji and Boys. This serves as proof that her sincerity is reflected in the creative vision behind the film.

Unexpected Global Hit – From Covers to Dance Challenges and Memes KPop Demon Hunters, contrary to initial concerns, captivated both critics and audiences, achieving global success. The fact that it defied the film industry’s tendency to produce sequels or rely on well-known intellectual properties (IP), instead offering truly original and creative content, earned strong praise from critics. The British daily The Guardian wrote, “After an endless stream of sequels from Disney, Pixar, Illumination, and DreamWorks, KPop Demon Hunters reminds us that children, in particular, are hungry for something new.” ¹ Likewise, Variety praised the film for taking “a far more playful approach” compared to the formulaic direction of studios like Disney, Pixar, and Illumination, and for “drawing inspiration from Korean webtoons and comics.” ² One particularly memorable scene—when HUNTR/X member Zoey meets the Saja Boys and popcorn bursts from her eyes—feels reminiscent of Japanese animation yet still retains a unique charm of its own. Beyond these visual highlights, the fresh concept behind KPop Demon Hunters, which was nearly a decade in the making, combined with its uninhibited, expressive animation style and unique fusion of Eastern and Western aesthetics, likely stood out as a major differentiator in the industry. Some have suggested that the film’s success was “the result of two converging trends: the global expansion of the K-pop market and the growing demand among Asian animation fans for Western productions that clearly incorporate K-culture into their visual style.” ³

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¹ https://www.theguardian.com/film/2025/jul/31/kpop-demon-hunters-netflix-animation
² https://variety.com/2025/film/reviews/kpop-demon-hunters-review-1236437235/
³ Same link as above

¹ https://www.theguardian.com/film/2025/jul/31/kpop-demon-hunters-netflix-animation
² https://variety.com/2025/film/reviews/kpop-demon-hunters-review-1236437235/
³ Same link as above

It is also worth noting the audience’s response as the film continues to break numerous records in real time. To begin with, it has topped the all-time viewership rankings for Netflix original animated films. The original soundtrack Golden is currently at No. 1 on the Billboard Hot 100 (as of August 11). Furthermore, it is being hailed as a strong contender for Best Original Song at next year’s Academy Awards. The internet buzz is growing even louder. Social media platforms and YouTube have been flooded with memes inspired by the film, the Saja Boys’ “Soda Pop” challenge, and cover videos of HUNTR/X’s Golden. On TikTok, fans have launched challenges involving cosplay of characters like Rumi, Jinu, and Abs, as well as recreating makeup looks inspired by HUNTR/X member Zoey—treating it almost like a form of K-pop-style makeup. Fan-made content depicting “RuJinu” has poured in, with viewers rooting for Rumi and Jinu to become a couple, just like in the film. The passionate popularity of Saja Boys and HUNTR/X also seems to have been fueled, in part, by the growing normalization of virtual idols—starting with the virtual artist Naevis, who appeared as the helper character in aespa’s “KWANGYA” universe, and continuing with the emergence of virtual groups like PLAVE.

KPop Demon Hunters fans have gone even further, scouring the production team’s Instagram accounts, director interviews, and trivia for clues. They have uncovered storyboards, behind-the-scenes content, and deleted scenes—such as a kiss between Rumi and Jinu, their date at the aquarium, the reveal that Gwi-ma’s lair was actually a royal palace, and the fact that the first meeting between HUNTR/X and Saja Boys was originally set at an idol sports competition. From there, they expand the film’s universe with their own imagination. Some delve even deeper, analyzing the smallest details to offer their own interpretations of the story.

Early concept art for KPop Demon Hunters, now circulating on social media
(Source: Director Maggie Kang and character designer Marion Bordene, via X)

Key to KPop Demon Hunters ’ Popularity No. 1 – The Perfect Blend of Familiar Hollywood Flavor and K-Culture Details Why has KPop Demon Hunters become such a hit? In truth, the story itself is quite familiar. In particular, the setup for HUNTR/X borrows from Buffy the Vampire Slayer (1997–2003), a U.S. TV series that also enjoyed popularity in Korea. The show centers on Buffy Summers (played by Sarah Michelle Gellar), a popular high school girl who must hide her identity as a vampire slayer, aided by a close-knit team. In an interview, director Maggie Kang revealed that the idea for KPop Demon Hunters began about seven years ago as a film about exorcism rooted in Korean culture. As she developed the concept, she envisioned Rumi as a fierce warrior heroine. When it came time to add the other two members—Zoey and Mira—she acknowledged being influenced by Buffy the Vampire Slayer. Rumi, in fact, invites comparisons to Elsa from Frozen (2013), while Gwi-ma, the villain who controls evil spirits, bears a resemblance to Red Death, the antagonist from How to Train Your Dragon (2010). Even the romance between Rumi and Jinu feels like something straight out of a teen novel.

In this way, KPop Demon Hunters follows a classic storyline that draws on the essence of successful Hollywood content. Its conventionality—what one might call a “familiar flavor”—acts as a buffer against the impact of its more unusual themes and distinctive details. Of course, the film isn’t without its flaws. With a tight 90-minute runtime and seven musical sequences packed in, the pacing is brisk, and some scene transitions feel disjointed. Most notably, the characters’ emotions aren’t explored in depth. In particular, the moment near the end when Rumi argues with Celine, who raised her, and then immediately performs at the concert feels rushed and underdeveloped from a storytelling perspective.

Ultimately, the appeal of KPop Demon Hunters lies in its unlikely harmony between a classic Hollywood-style narrative and intricately woven K-culture details. From beginning to end, the film radiates a deep affection for Korean culture—but it doesn’t stop there. Director Maggie Kang went further, assembling a production team composed largely of Korean and Korean American creators, actively listening to their input, and even traveling back and forth to Korea during production to ensure authenticity. The result is a universe that spans a wide spectrum—from landmarks familiar to foreigners, like Namsan Tower or palace date scenes, to elements rooted in Korean tradition, such as Korean medicine, and characters like Derpy (a tiger) and Sussie (a magpie) inspired by the traditional folk painting Jakhodo. There are also small but telling details: a middle-aged woman in Dongmyo market-style fashion, references to Ttukseom Resort Station (now Jayang Station), and HUNTR/X performing in modernized hanbok. The film also incorporates distinct Korean cultural codes, such as a variety show reminiscent of MBC Every1’s Weekly Idol, where HUNTR/X and Saja Boys appear as senior and junior idol groups, and the custom of placing a tissue under a spoon.

Above all, one of the most touching elements in KPop Demon Hunters is its homage to the history of Korea’s girl groups—featuring the Jeogori Sisters, Korea’s first girl group in 1939; the Kim Sisters, who debuted on the international stage in the 1950s; and S.E.S, a pioneering K-pop idol group from the 1990s—all represented through the introduction of generations of demon hunters. Another standout moment that best reflects director Maggie Kang’s love for K-content is the scene she described as one of the most carefully crafted in the film—when HUNTR/X and Saja Boys crash into each other in front of a traditional Korean medicine clinic. At the exact moment the leaders of the two groups, Jinu and Rumi, collide, the scene slows down and MeloMance’s ballad Love, Maybe begins to play—a moment where Korean viewers might find themselves curling up in secondhand embarrassment. That’s because it’s a deliberate throwback to the music video and morning drama clichés that were popular in the early 2000s. It’s almost as if Maggie Kang is saying she loves even the most awkward parts of that era’s cultural legacy.

Key to KPop Demon Hunters ’ Popularity No. 2 – Boundless Optimism Toward K-Pop Another key appeal of KPop Demon Hunters is its boundless optimism toward K-pop. The representation of K-pop itself is impressively executed. HUNTR/X was inspired by groups such as BLACKPINK, TWICE, and ITZY, while Saja Boys drew influence from Tomorrow X Together (TXT), BTS, Stray Kids, ATEEZ, BIGBANG, and MONSTA X. The character Jinu was modeled after Cha Eun-woo and Nam Joo-hyuk. The film collaborated with Korean entertainment label The Black Label for its music, with songwriting and vocals led by EJAE, a former SM Entertainment trainee. Choreography was created by dancer Leejung and dance crew Jam Republic. TWICE even participated in the OST track Take Down, with the OST composer approaching the soundtrack as if producing a real idol title track.

But is it enough to portray K-pop only in an optimistic light? We are already well aware of the darker sides of the K-pop system and the harm it has caused. Idols often endure tightly controlled environments where they are unable to show any flaws or fear. The issues range from “the sexualization of idol artists and the resulting health problems, to poor working conditions for both artists and staff; the hierarchical power dynamics between agencies and idols; emotionally exploitative fans and agencies that actively encourage such behavior; the indefinite trainee period; and an industry structure in which, even after debut, many do not receive fair compensation for their work,” ⁴ not to mention the constant emotional labor required of idols. The many tragic incidents involving idols that have emerged from this environment remain a deep collective trauma.

Director Maggie Kang appears to have wrestled with these same concerns. She shared that a Korean writer once told her they felt “a little conflicted about not focusing more on the darker side of the music industry.” When asked why she chose such an optimistic portrayal, Kang responded, “Because it’s the first film about Korean culture, I didn’t want to begin with the negative aspects.” ⁵ It is fortunate that this optimism helped spark greater interest in K-pop. And since a sequel is likely already being discussed, there is hope that the next installment will explore both the light and the shadow of the K-pop world. At the same time, there is concern that this animation could mark the beginning of K-pop being consumed solely for its trendy image—enjoyed only as a safe commercial product. That is why many approach Apple TV+’s upcoming K-pop survival competition KPOPPED, set to premiere on August 29, with both anticipation and apprehension.

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⁴ Hesitant Love, May Spring, p. 15–16, Ahn Hee-je
⁵ https://mashable.com/article/k-pop-demon-hunters-maggie-kang-chris-appelhans-interview

⁴ Hesitant Love, May Spring, p. 15–16, Ahn Hee-je
⁵ https://mashable.com/article/k-pop-demon-hunters-maggie-kang-chris-appelhans-interview

KPop Demon Hunters: A Precise and Surprising Proof of K-Culture Some may argue that KPop Demon Hunters merely replicates a superficial image of K-culture—one shaped by foreign-made vlogs shot through a Korean lens, mukbangs (eating shows), reaction videos about Korean culture, and internet memes. And that would be a fairly reasonable critique. But I would like to offer a counterpoint: at its core, KPop Demon Hunters is an immigrant narrative. Under Maggie Kang’s direction, the film feels as if, after setting up a conflict between Korean elements (mise-en-scène) and American ones, she makes a deliberate effort to assert that Korean identity and K-culture are her roots. Without this struggle, many scenes in KPop Demon Hunters might have ended up as little more than internet memes—mocked and dismissed online.

Consider the American TV series Lost (2004–2010), in which Korean American actor Daniel Dae Kim delivered several lines in awkwardly pronounced Korean, intended to mean “Why can’t I, Gwak Jin-soo, be happy!”, “There’s a paper towel here,” and “You’re not a free man.” These moments were immortalized long ago as internet memes. Beyond the humor lay a complex mix of emotions: mockery toward Hollywood’s misunderstanding of Korean culture, an inferiority complex over Korea’s position on the margins of global culture despite being a developed nation, and feelings of shame and criticism tied to that marginalization. That complex no longer exists. Fortunately, KPop Demon Hunters will not become the butt of jokes. Far from it. Thanks to its astonishing attention to detail, this film will be remembered for years to come as proof that K-culture is finally being portrayed properly on the global stage.

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