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Netflix ‘KPop Demon Hunters’ boosts Korean music, politics
At South Korea’s largest amusement park, crowds of people wait for hours to be a part of the “KPop Demon Hunters” craze.
U.S. streaming giant Netflix, the distributor of the Sony Pictures Animation film, has collaborated with the Everland park outside of capital city Seoul to create a themed zone featuring whack-a-mole, dance games and snacks from the movie.
It’s the latest iteration of the “KPop Demon Hunters” frenzy as the film takes Netflix by storm — and delivers a boost to the $10 billion K-pop music industry along with it.
Netflix said in August that “KPop Demon Hunters” had become the most popular Netflix film ever. In October, the streamer said “KPop Demon Hunters” had exceeded 325 million views.
The company has sought to capitalize on the popularity, offering two limited-window theatrical screenings for the film and striking consumer product deals with Hasbro and Mattel to get “KPop Demon Hunters” toys and merch on shelves.
Agnes Lee helped cast the movie and scout locations from Seoul as an associate producer for the film.
“K-pop and K-culture was such a huge and important part of this movie,” Lee told CNBC in Seoul. “We wanted to be authentic.”
Once popular mainly in Asia, K-pop music has become a global phenomenon. Artists like PSY, who shot to international stardom in 2012 with his viral music video “Gangnam Style,” put an international spotlight on K-pop. PSY’s hit song became YouTube’s most watched video that year.
Since then, other K-pop acts have run up impressive numbers, too. BTS’ song “Dynamite” has exceeded 2 billion streams on Spotify. BLACKPINK’s 2023 tour became the highest-grossing by a female group on record, according to stats at the time from Touring Data.
Now, even “KPop Demon Hunters’” fictional bands are topping the global music charts.
Audrey Nuna, EJAE and Rei Ami attend the KPop Demon Hunters Special Screening at Netflix Tudum Theater on June 16, 2025 in Los Angeles, California., U.S.
Charley Gallay | Getty Images Entertainment | Getty Images
“I think people watched ‘KPop Demon Hunters’ in spite of that ‘K-pop’ in the title. And then, after watching it, they realized, ‘Oh, wow. I’m a K-pop fan,’” said Danny Chung, a K-pop producer and the voice of the film’s character, Baby Saja. “And now there’s a whole back catalogue of three decades of K-pop music that they have to dive into.”
And there’s plenty more to come: BLACKPINK is expected to release a new album. BTS is planning a comeback in 2026 after members of the band completed South Korea’s mandatory military service.
Enthusiastic investors have pumped up the stock prices of South Korea’s “Big Four” K-pop companies. Shares of HYBE, JYP Entertainment, SM Entertainment and YG Entertainment are all up double-digits year to date. YG is up more than 100%.
The impact of the film’s rise may not stop at music.
“The breakout success of ‘KPop Demon Hunters,’ which could become one of Netflix’s most-watched content items, underscores K-content phenomenon in global market,” Mirae Asset Global Investments said in an Oct. 19 report. “We believe this cultural boom is a key catalyst driving increased international consumption of Korean cosmetics and food products such as noodles.”
On the political front, speculation is high that China, which blocked K-pop and other South Korean cultural exports under President Xi Jinping’s campaign to promote what Beijing considers proper socialist values, could soften its restrictions.
The countries’ presidents had a positive meeting on the sidelines of the APEC summit in Gyeongju, South Korea.
“We continue to see K-pop as a direct beneficiary of thawing Korea-China relations,” Mirae said.
