K-Pop Fandom Comes Alive in Netflix’s Latest Hit Film

Amid the chart-topping Korean boy bands and girl groups, a duet of all-girl cartoon bands has claimed their spot at the top of the Billboard charts.

Since its Netflix release in June, KPop Demon Hunters has topped the streaming platform’s charts in multiple countries outside of Asia, climbing into the global top 10 in 93. The film, a fantasy adventure with animated cameos by K-pop idols Blackpink and Enhypen, has already been streamed over 33 million times in two weeks, and is currently number two in the world.

Fans have started producing fan art, while online demand for a sequel only increases day by day.

In a display of its real-world impact on the music scene, seven songs from the film, sung by the two fictional bands at the centre of its story — the virtuous all-girl band Huntr/x and their dastardly male rivals Saja Boys — appeared on the Billboard Hot 100 since its release on 20 June. On the US chart by streaming platform Spotify, the two bands take first and second place — a first for fictional musicians, and a feat achieved only by BTS and Blackpink among real-life Korean groups.

The story follows the three members of Huntr/x — Rumi, Mira, and Zoey — as they balance their celebrity status as global pop icons with their secret lives as Demon Hunters. The cartoon action series of missions to prevent demons from destroying the world in the vein of the American teen show Buffy the Vampire Slayer, and their rivalry with the Saja Boys is matched by elaborate stage performances, slick choreography, and a coming-of-age plot about friendship, trust, and staying true to one’s identity. The result is an entertaining mix of humour, heartfelt emotion, and some fantastical elements that has proved universally appealing.

The music is key

While the film’s unique visuals and fantastical storyline are what initially pull in viewers, it is the catchy tunes and expertly produced pop songs that cement KPop Demon Hunters’ success. Co-director Maggie Kang, a Korean-Canadian, used the K-pop idols of her childhood as inspiration for the two fictional bands. Music and performance are an integral part of the plot: as Demon Hunters, Huntr/x use their pop music and dance to fight off evil forces, while the camera cuts to full concert performances in some of the film’s more riveting scenes. The songs — which were seamlessly woven into the plot by the animators to avoid detracting from the action — draw heavily on the fast, punchy sounds of K-pop’s dance-based genre, and have also hit the charts.

“They integrated it into the story in a way that does not take away from what’s happening,” says Lashai Ben Salmi, community leader of K-culture in Europe, of the song choices in the film. “It gives the film a surprising level of maturity.”

Kang and Appelhans, the film’s other director, worked closely with a Korean record label and recruited industry heavyweights like Teddy Park (who’s worked with Blackpink) and Grammy-award winning producer Lindgren (who’s worked with BTS and TWICE) to ensure the original songs featured in the film could have easily come from the labels’ real-life artists.

Fans who do not usually follow Korean pop have also noticed. Amanda Golka, a Los Angeles-based content creator and animator, was among them: “I have been blasting the soundtrack from Spotify every time I’m in the car,” Golka says of the film’s music. “It’s fascinating how music can be such a universal language.”

A cultural hit

The effort to present a traditionally Korean cultural product on-screen has also been an important element in the film’s success. K-pop and Korean cinema, along with K-dramas, have already gained mainstream popularity in the US and other Western markets, but Kang and Appelhans have taken it a step further by integrating cultural details into large and small. Simple Korean cultural norms like the characters’ dining customs are a regular part of the on-screen action. Fans will also spot the many historic Korean city landmarks featured in the film, such as the remains of ancient city walls, the Hanuiwon traditional clinics, the public bathhouse, or the Namsan Tower. It’s more than just a casting choice: some of the less widely-known locations offer Korean viewers an unusual chance at respectful representation, while also educating others.

The directors also went into detail, spending time in South Korea filming the more mundane aspects of the film, from folklore villages to street photographs of Myeongdong to studying hanbok, or traditional Korean clothing. Even in its animation, the film is sprinkled with Korean cultural details. Although they are speaking English in the final cut, the way their characters move their lips and react is done in sync with Korean pronunciation and characters. Korean words and lyrics are written in some of the scenes, grounding the animated storyline in the real world.

The creators have also produced a realistic depiction of fandom. Scenes show the characters at fan signing events, light sticks in hand, as they lead K-pop karaoke routines with perfectly synchronised dance (Kalgunmu) and Korean language banners. In a review of the film, one content creator noted the way KPop Demon Hunters features all the trappings of K-pop culture rather than zeroing in on one group or era. It’s a film for the casual viewer as much as the hardcore fan.

Fantasy inspired by K-pop and Korean culture

Elements of Korean folk culture have also found their way into the film’s fantasy action. Huntr/x’s swords and fans are similar to the tools used by Mudang, or Korean shamans, while the Saja Boys make an appearance in the final act as the Korean Grim Reaper equivalent. Folklore symbols also appear throughout, from Dangsan trees to Dokkaebi goblins, with the addition of folk-inspired movie mascots Derpy the tiger and Sussy the magpie to represent guardianship and good fortune, respectively.