Netflix’s animated fantasy hit KPop Demon Hunters is on course to become the platform’s most-watched original film, with its director describing it as a universal story of shame, identity, and acceptance. Since its June release, the movie about a K-pop girl group descended from demon slayers has become Netflix’s most popular animated feature and its second most-viewed title overall, while its soundtrack has taken over Billboard’s Streaming Songs chart.
The film follows Rumi, a member of a fictional K-pop girl group, who struggles with hiding her dual identity as she and her bandmates confront a demon boy-band rival. Director Maggie Kang, a Korean-Canadian who emigrated from South Korea at the age of five, said her goal was to depict Korean culture authentically while telling a story that resonates globally. “Cinema can break down barriers between cultures because, anywhere you go in the world, everybody wants the same things,” Kang told reporters in Seoul. “They want love, they want security, they want acceptance.”
Fusing traditional Korean demon lore with modern pop culture, the movie incorporates iconic Seoul landmarks such as the Olympic Stadium and references to everyday Korean foods like gimbap and ramyeon. It also draws from shamanic “gut” rituals historically led by women, which Kang said inspired her to portray female characters with authenticity and humor. She cited influences ranging from 1990s K-pop acts like H.O.T. and Seo Taiji and Boys to Oscar-winning director Bong Joon-ho.
The cultural impact of KPop Demon Hunters has stretched far beyond streaming. Its breakout song Golden has overtaken tracks from global K-pop powerhouses BTS and BLACKPINK to become the most-streamed song in the United States, sparking covers by artists such as Bada, Solji, and Ailee. Kang revealed that Golden was the hardest track to finalize, requiring up to eight versions before achieving the emotional resonance she wanted. The song, she explained, captures “the power of music” and the soaring feeling of a high note that evokes butterflies in listeners.
The film’s popularity has even influenced South Korea’s economy and politics. Shares in Wooyang, a frozen gimbap exporter, have surged due to the movie’s spotlight on Korean snacks, while President Lee Jae Myung praised the film’s global success in a recent meeting with Kang, pledging more government support for cultural industries. With its mix of K-pop glamour, traditional folklore, and universal themes, KPop Demon Hunters is not only captivating global audiences but also shaping real-world cultural and economic trends.
