The popularity of the Netflix animated film
Kpop Demon Hunters
is igniting a cultural phenomenon in South Korea and around the world. As of Jul. 2, the film ranked No. 1 globally in Netflix’s film category. Songs from the film’s soundtrack have gone head-to-head with new releases by real-world artists on major global music charts, while merchandise related to Korean cultural elements featured in the movie are flying off the shelves.
On Jul. 1 (local time), Billboard revealed its latest Hot 100 chart.
Kpop Demon Hunters
original soundtrack tracks made their debut appearances. “Your Idol,” performed by demonic boy band Saja Boys in the film, landed at No. 77. “Golden,” sung by HUNTRX, a girl group led by protagonist Rumi, debuted at No. 81. Ironically, Saja Boys’ song ranked higher on the chart, even though the group was exorcised by HUNTRX in the film. The movie’s OST album also entered Billboard 200 at No. 8, making it the first soundtrack released this year to break the top 10. Some predict the film’s nomination for Best Original Song at the Academy Awards early next year.
Similar to real K-pop idol fandoms, the audience’s way of utilizing film music is credited as a key factor of its huge success. On platforms like YouTube and TikTok, users are posting challenges with Saja Boys and HUNTRX’s songs. Such ways are identical to industry methods of song promotion.
The soundtracks’ high quality are also being attributed to the talented people involved in production. Among K-pop fans, the soundtrack is being referred to as “a group project by K-pop professors.” Contributors include Teddy, lead producer behind BLACKPINK; composers IDO, 24, Dominsuk, frequent collaborators on BLACKPINK hits; Jenna Andrews, who co-wrote BTS “Butter” and produced “Dynamite”; Lindgren, who contributed to TWICE’s “Set Me Free” and BTS’ “Boy With Luv.”
The National Museum Foundation of Korea (NMF) is also benefitting from the film’s popularity. From Jul. 3 to 24, the museum will give away a “gat (traditional Korean hat)-shaped keyring” to visitors who post proof of viewing
Kpop Demon Hunters
-related exhibits. The surge in interest stems from characters like fans’ favorite Derpy and “Samsung Galaxy” magpie Sussie wearing a gat. Thanks to the two, traditional folk motifs like jakhodo, which are paintings of magpies and tigers, and the gat are fashionable again.
Sales of the museum’s official merchandise—dubbed “MU:DS”—which blends museum and goods, have spiked. Items like the “magpie-tiger badge” and “black gat-strap pen” have sold out immediately upon restocking. Product Planning Team Team Manager, Mi-kyung Kim stated, “After word spread that our designs resembled the film’s characters, items like the magpie-tiger badge sold out immediately. Before the animation’s release, we had an average of 7,000 daily visitors to our online shop. That number jumped to 260,000, which is more than 37 times higher than usual. Our sales have tripled.” NMF now plans on releasing additional products, including postcards and framed posters inspired by jakhodo.
