A wave of purple braids filled the movie theater on a Saturday afternoon in November, the children barely visible over the seats. They began singing quietly along with the movie, their voices growing louder as the animated character on screen sang about finally being herself: “No more hiding/ Now I’m shining/ Like I’m born to be!” It wasn’t just the kids who were captivated. As the next song started, a father admitted it was his favorite, and a few minutes later, he gently convinced his fidgety child to stay a little longer. “No,” he explained, pointing to the funny animal characters on the screen. “This part is really good.”
The enthusiastic crowd at a recent sing-along for the Netflix animated film KPop Demon Hunters showed why it’s become the platform’s biggest hit ever. The movie has achieved a level of popularity not seen for an animated film since Frozen in 2013. Set in Seoul, the 95-minute film follows Huntr/x, a K-pop group comprised of Rumi, Mira, and Zoey, who fight demons that prey on human souls. They use their music to power a protective shield called the honmoon. The story takes a deeper turn when it’s revealed that the lead singer, Rumi, is hiding a secret – markings on her skin that connect her to her demon father – leading to a powerful message about embracing yourself instead of feeling shame.
Looking back, the movie’s success feels obvious. It featured stylish characters in amazing outfits, powerful and catchy songs about loving yourself, and visually stunning scenes. Plus, it benefited from the growing worldwide popularity of Korean culture, like with groups such as BTS and Blackpink, and shows like Parasite and Squid Game.
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The success of KPop Demon Hunters wasn’t guaranteed. It stood out because it was an original story, released at a time when most projects relied on established brands. It was also an animated film in a market where non-franchise animation was struggling – Elio, released the same day on traditional screens, actually had the worst opening weekend in Pixar’s history. The film heavily featured specific cultural references and didn’t star any widely-known actors. With a reported budget of around $100 million, it was a significant gamble, and while the creators hoped it would connect with viewers, they never predicted just how popular it would become.
As a huge movie fan, I’ve been following Netflix’s original films for a decade now, and nothing has quite blown up like Demon Hunters. It’s incredible – it racked up over 325 million views in just three months and landed in the top 10 in a whopping 93 countries! But it didn’t stop there. The soundtrack actually hit number one on the Billboard 200 and has been streamed over 8.3 billion times! And the song “Golden”? It dominated the Billboard Global 200 chart for 17 weeks – a real phenomenon.
According to Dan Lin, head of film at Netflix, the company measures a movie’s success by how much of an impact it makes on popular culture – whether people are discussing it, attending live events, or asking for more content like sequels and merchandise. Their recent film clearly achieved this. It sold out over 1,300 screenings in theaters across three continents and was Netflix’s first movie to top the box office, earning around $18 million. The film’s success continued with a sequel announcement in November and three Grammy nominations, including one for Song of the Year. It then received three Golden Globe nominations on December 8th.
The movie quickly became a cultural phenomenon, earning praise from stars like Andy Samberg and Kelly Clarkson. Its popularity extended into gaming with Fortnite releasing character outfits inspired by the film. Even athletes got involved – Novak Djokovic celebrated a U.S. Open win by dancing to one of the movie’s songs. Parenting expert Dr. Becky Kennedy helped families enjoy the film together, sharing a guide with her millions of followers. The cast promoted the movie with appearances on shows like The Tonight Show and in the Macy’s Thanksgiving Day Parade, and even surprised audiences with a sketch on Saturday Night Live where host Bad Bunny jokingly scolded his friends for not understanding how great the movie was.
Despite being the most popular Halloween costumes according to Google searches, characters from the movie weren’t widely seen while trick-or-treating, suggesting manufacturers didn’t mass-produce licensed costumes beforehand. Likewise, toys and games created through Netflix’s recent partnership with Mattel and Hasbro won’t be available until after the holidays. According to Lin, retailers believed the movie’s appeal was too specific to justify large-scale production.
The term “niche” feels outdated these days. Lin points out that “I doubt anyone on Earth wouldn’t recognize KPop Demon Hunters.”
After working in animation for more than ten years, Maggie Kang realized that if she wanted to create a film celebrating Korean culture, she’d likely have to take the initiative and propose it herself. Her film, KPop Demon Hunters, is deeply meaningful to her – she even named her daughter after the main character (not the other way around!). Kang also cast her daughter to voice the younger version of Rumi, and her daughter now loves sharing the story behind her name.
Kang initially focused on the scary mythological creatures from Korean folklore – figures similar to the Grim Reaper – even though she’s a lifelong K-pop enthusiast. As a child, these creatures, known as jeoseung saja, frightened her. She originally thought they were too intense for a children’s movie, but after seeing her future niece enjoy the movie Maleficent, she had a different idea. These figures eventually became the Saja Boys, a strikingly handsome boy band who are secretly demons and are determined to steal Huntr/x’s fanbase, one fan at a time.
The core story of the film has remained consistent throughout its development, but it originally had a lower budget, a more serious mood, and was aimed at a slightly older audience. Kristine Belson, head of Sony Pictures Animation (the original production company, later selling the rights to Netflix in 2021), encouraged the creator to expand the vision. She also brought in Chris Applehans, director of 2021’s Wish Dragon, to co-direct. Lin, who joined the project at Netflix, explains the team aimed for a unique visual style—something audiences hadn’t seen before, similar to how The Lego Movie (which he produced) and Spider-Man: Into the Spider-Verse broke new ground in animation. KPop Demon Hunters draws inspiration from the polished choreography of K-pop, the atmospheric lighting of Korean dramas, and the hand-drawn aesthetic of Japanese anime.
Applehans remembers they struggled to come up with the perfect title. Ultimately, the one they chose worked well because it made people curious and wonder how the two subjects connected.
When Demon Hunters came out, Applehans was surprised by how quickly and intensely people responded. He noticed everything from playful posts on Instagram and TikTok to thoughtful comments—some with over 100,000 likes—about themes of identity, fame, and inherited trauma. He remembers texting a colleague, Maggie, saying that those who connected with the work really loved it.
I was so impressed looking at the music credits for KPop Demon Hunters! It’s incredible – it’s like a list of everyone famous in K-pop. You’ve got Teddy Park, who’s worked with Blackpink, and Lindgren, who’s produced for BTS and Twice! And then there’s Ejae, the songwriter who actually sings as Rumi and wrote half the original songs. She spent years training at SM Entertainment before becoming a songwriter, which is amazing! She even brought in Andrew Choi, another songwriter, who ended up voicing Jinu, the leader of the Saja Boys. It’s cool how they’ve got both actors and singers for each member of Huntr/x and the Saja Boys – it really brings the characters to life!
As a movie critic, I noticed something fascinating about how this film gained traction. It started with K-pop fans, and they were quickly joined by the massive anime community – we’re talking over a billion fans worldwide, with a $23 billion market in 2023! What really struck me is that both groups are incredibly active online and spread across the globe, which made them perfect for turning this movie into a viral sensation.
Korean culture, often called “hallyu,” has been gaining popularity internationally since the late 1990s. Recently, this growth has become much more dramatic. Groups like BTS and Blackpink have started including English in their music and working with American artists such as Lady Gaga and Megan Thee Stallion. Streaming services like Netflix have also played a big role, becoming a popular platform for Korean dramas like “Crash Landing on You” and committing to invest $2.5 billion in Korean productions between 2023 and 2027. Even shows like “KPop Demon Hunters” are featuring well-known Korean actors, including Ahn Hyo-seop from “Business Proposal” and Lee Byung-hun from “Squid Game.” According to Kyong Yoon, a professor at the University of British Columbia and expert on Korean culture, the success of shows like “KPop Demon Hunters” shows that the “Korean Wave” is entering a new stage. He explains that while Korean creators and companies are still in charge, this new wave is more varied and reaches a wider range of people around the world.
Despite some initial concerns about how the film would be received in Korea, given it was primarily made in North America, Ji-young Yoo – the voice of the energetic rapper Zoey – says the response has been incredible. She’s currently filming in Seoul and reports that everywhere she goes, she hears music from KPop Demon Hunters playing in shops and restaurants. She even saw people jogging to one of the songs along the Han River! The film has also sparked collaborations with local businesses like bakeries and ramen brands, and Yoo feels its popularity just keeps growing.
As a movie critic, I’ve rarely seen a film explode into the cultural zeitgeist quite like this one. The K-pop world immediately took notice, with Twice actually using a song from the soundtrack as their lead single! But the real moment for me was when Jung Kook of BTS livestreamed himself listening to the music and admitted he cried while watching it. It was a huge endorsement, so much so that Netflix even playfully updated their X bio to acknowledge it – they briefly identified themselves as ‘jungkook watched kpop demon hunters!’ It’s clear this film isn’t just a movie; it’s a full-blown phenomenon.
The movie portrays K-pop fandom in a mostly positive light, focusing on the close connection between the group Huntr/x and its fans. Twice members Jeongyeon, Jihyo, and Chaeyoung explained to TIME that they were moved by how Rumi, Mira, and Zoey share energy and receive support from fans during performances. They described how meeting their fans, known as Once, while touring gives them strength. The filmmakers also wanted to show the wide range of fans – from young children to fitness enthusiasts to those who emulate their favorite idols’ style. However, the movie doesn’t ignore the negative side of fandom, depicting moments where fans become overly obsessed, even losing themselves in their devotion to the Saja Boys.
Like any creative project, this one has received some criticism. One reviewer claimed the music sounded artificial, and an online commenter pointed out what they saw as a contradiction: the story features heroes fighting to protect their souls, yet seems to exploit children for profit. However, these negative reactions are in the minority. As Huntr/x’s manager, Bobby, puts it in the movie, “The internet loves this, and the internet is never wrong.”
On a dreary October morning, Ejae, Rei Ami, and Audrey Nuna were relaxing in director’s chairs at Netflix’s New York office. They were still buzzing from the news Jimmy Fallon had shared with them less than a day earlier – their soundtrack had gone platinum!
As part of a playful on-camera game, the group passes around old TIME magazine covers of famous singers like Lauryn Hill, Adele, and Billie Eilish, briefly singing parts of their songs. When they get to Beyoncé, they jokingly admit they unintentionally broke one of her records: they were the first girl group to have a song reach No. 1 on the Billboard Hot 100 chart for three weeks, surpassing Destiny’s Child’s two-week run with “Bootylicious” in 2001.
Nuna started hesitantly, saying, “We found out about Destiny’s Child…” Ami jumped in, adding, “Honestly, it was really bold of us.” She finished by saying, “Looking back, it wasn’t very polite.”
Destiny’s Child – Kelly Rowland, Beyoncé Knowles, and Michelle Williams – are finding themselves overshadowed by a surprising group: fictional K-pop demon hunters! The soundtrack they appear on is the first since 1995’s Waiting to Exhale to launch three songs into the Top 10 on the Billboard charts. Plus, the Saja Boys’ song “Your Idol” has become the most popular K-pop boy band track ever on Spotify in the U.S., even surpassing BTS’s hit “Dynamite.”
The song “Golden” has become a massive pop hit, the kind that only happens a few times a year – similar to how Sabrina Carpenter’s “Espresso” took off. This success wasn’t a fluke. Music producer Ian Eisendrath brought together a large team of producers and songwriters to create the soundtrack. Eisendrath, known for his work on Broadway shows like Come From Away and A Christmas Story, explains that the filmmakers wanted something different from typical animated musicals, where characters suddenly burst into song. Choi adds that the music connected with audiences because it was so closely tied to the story.
People online have been closely examining the complex way these songs are built. The popular music podcast Switched on Pop even did an entire episode about it, pointing out that in the song “Golden,” the notes in the first verse – which is about feeling like you don’t belong – actually clash with the music. It’s only when the chorus comes in, talking about self-acceptance, that the notes and music finally come together perfectly, both in sound and rhythm.
The film’s most impressive musical highlight happens during the chorus of “Golden,” when singer Ejae powerfully hits a high A5 note. The song was deliberately challenging to perform, reflecting the difficult journey of the character inspired by Rumi. Producer Eisendrath recalls Ejae repeatedly recording the song in the studio, jokingly expressing relief she wouldn’t have to sing it live. Ironically, those demos ultimately secured her the role, and the singer, who had previously abandoned her performance aspirations, found herself singing the year’s biggest hit.
Ejae is constantly challenging herself, and according to Eisendrath, she’s unique in her vocal range. Ejae downplays the praise, explaining that the technique is physically demanding. She credits her fellow singers, Ami and Nuna – who provide vocals for Zoey and Mira, respectively – as essential to her performance. Ultimately, she believes the song itself is the star.
The movie’s success is due to both its music and its powerful message. Actress Arden Cho, who voices the character Rumi, remembers being teased as a child in Texas for the Korean food her family ate. She says she felt ashamed, so seeing dishes like kkakdugi, kimbap, seolleongtang, and naengmyeon beautifully animated in the film is incredibly meaningful to her.
The movie KPop Demon Hunters doesn’t just show Korean food – it realistically portrays how people eat, like Rumi, Mira, and Zoey sitting on the floor, which is common in Korean culture (“Korean people don’t really use sofas. They’re just there,” explains Hyo-seop, who highlighted this as a particularly authentic moment). The film also accurately depicts the interiors of traditional Korean medicine clinics (Hanuiwon) and the customs observed in public bathhouses.
Many cultural references in films aren’t directly explained for viewers. Kang explains it’s like traveling to a new city – you often learn things on your own. Applehans adds that audiences have been enjoying Hollywood stories for generations, even if they haven’t experienced the settings firsthand – like watching a John Wayne western without ever visiting Wyoming or riding a horse.
The movie’s message about accepting yourself is something everyone can relate to, but it especially connects with Korean viewers. Ejae, who trained as a K-pop star from a young age, explains that South Korea is a culture focused on perfection, which can be incredibly draining. There’s constant pressure to excel in everything – appearance, grades, everything. The film offers a refreshing idea: it’s okay to not be perfect, and in fact, imperfection is beautiful. May Hong, the voice of Mira, shared that seeing children receive this message is healing for her own experiences growing up as an immigrant.
Nuna reflects on her childhood, explaining that growing up as a woman of color in the US, she felt pressure to conform to certain expectations. She says her life and work have always been about rejecting that pressure. Ami adds that the energetic and enthusiastic personality of her character, Zoey, is a direct response to being told to tone herself down while growing up. She explains that Asian women are often stereotyped as quiet and obedient, and she was constantly told she was ‘too much’ – but embracing that very quality ultimately led to her success, including a platinum record.
A follow-up to KPop Demon Hunters is planned for 2029, but that doesn’t mean the story will pause until then. Lin says they’re exploring other ways to continue the narrative. In addition to competing for Best Animated Feature, Netflix also anticipates submitting at least one original song from the series for Oscar consideration.
Everyone involved with the upcoming sequel has a lot of ideas about where the story could go. Cho hopes to explore Rumi’s character and showcase more of Korea. Ejae playfully suggests delving into the lower registers of Rumi’s voice, while Ami is eager to uncover a key mystery: Rumi’s parentage. “We need to find out who her father is – a paternity test is essential!” she exclaims.
The success of KPop Demon Hunters could have a ripple effect throughout the entertainment industry. Hollywood often prefers safe bets, so a big, successful female-led action movie like this proves that similar projects can also succeed. This is positive news for original animated content, especially on streaming platforms, and for emerging directors like Kang, demonstrating that the industry is open to fresh perspectives, according to Lin.
Lin points to the success of KPop Demon Hunters and compares it to the 2021 Netflix film Red Notice, which at one point was the platform’s most-watched movie. Although critics weren’t impressed, calling it uninspired and a waste of a large budget, Lin acknowledges its popularity. He adds that KPop Demon Hunters is achieving even greater success, similar to a parent praising a child while still acknowledging another’s efforts.
The movie featured famous actors in formal wear searching for Cleopatra’s legendary golden eggs, but it wasn’t particularly innovative visually. It didn’t inspire audiences to sing along, and it didn’t encourage deep self-reflection. Yoo shares, “It makes me emotional thinking about how many children are exposed to this message.” While young children playing dress-up may not fully grasp it now, Yoo hopes the message will stay with them throughout their lives.
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2025-12-09 18:08