How Netflix Created a Golden Marketing Campaign for KPop Demon Hunters

KPop Demon Hunters viewership is continuing to go up, up, up, and Netflix's marketing blitz deserves some credit. Since its debut on Netflix on June 20, KPop Demon Hunters has become ingrained in pop culture, with numerous accolades to its name: The hit song "Golden" reached No. 1 on the Billboard charts, dance challenges have taken over TikTok, and the film has become the most-streamed movie in Netflix's history. But where did the film's meteoric rise in popularity come from? And how is Netflix keeping it going? KPop Demon Hunters sits at the perfect intersection of two cultural phenomena: animation and K-pop. In bringing both together, Netflix saw an opportunity to tap into these passionate communities and design a marketing strategy that would resonate deeply with each. "From the very beginning, our goal was to make our core audience—the passionate K-pop and animation fans—feel truly seen and celebrated. We wanted them to feel like this film was made just for them," Jonathan Helfgot, vice president of film marketing at Netflix, said. "And that meant showing up where they already are, in ways that felt authentic and fun." It also meant promoting the campaign long after the film's release. By continuing to focus on the viewers who are fueling the film's popularity, Netflix is helping to keep the KPop Demon Hunter's fandom going strong, with the movie still receiving around a billion viewing minutes weekly. And it shows no signs of slowing down. Creating a campaign that (soda) pops! To make a fan-forward campaign, Netflix has focused on creating real-life and immersive experiences for viewers. For instance, in August, the company organized a two-day sing-along event in theaters, which was a major hit, leading to about $20 million at the box office (despite the film debuting on Netflix months before). In fact, it was so popular that Netflix is bringing the sing-along back for Halloween weekend this year. Further efforts have included a Roblox integration, custom Netflix Profile icons, and additional press junkets with the voice cast. In addition, TWICE, the K-pop girl group that sings "Takedown" for the film's end credits, brought the song to their Lollapalooza Chicago headlining set. The streamer also launched a "Takedown" challenge that exploded on TikTok, rolled out themed Ramyeon and "Soda Pop" Food Trucks in key cities, and hosted dance classes for K-pop fans across the U.S. "The atmosphere was electric—everyone was sharing, posting, and just having a blast. Our core fans became our biggest champions," Helfgot said. When animation becomes reality Netflix took another step to bring KPop Demon Hunters to the real world by promoting the HUNTR/X voice actors and vocalists as a real K-pop group, featuring them at press events, holding album signings, and showcasing performances on SNL and The Tonight Show. https://www.youtube.com/watch?v=8y-ViyUk7Dk This strategy created more opportunities for integrations with the K-pop world. K-pop idols from groups including ENHYPEN, BOYNEXTDOOR, ATEEZ, and IVE posted song and dance covers, while Cha Eun-woo teamed up with actress Arden Cho, who plays Rumi, for a cover of "Free." Cho also filmed videos with ILLIT and LE SSERAFIM. One of the most viral moments came when singer Wonho covered "Soda Pop" and "Your Idol" dressed as Abby, one of the Saja Boys from the film—a character many fans theorized was inspired by Wonho himself. https://www.instagram.com/reel/DMXq9Y5xnK4/?utm_source=ig_web_copy_link The marketing further extended into massive merchandising partnerships, including the Netflix Shop becoming the home to over 319 exclusive KPop Demon Hunters products. Meanwhile, the streamer also partnered with Nongshim for Korean ramen and snacks featuring the characters and Funko Pop! figures of HUNTR/X, Jinu, and the Derpy Tiger. Moving forward, the movie's popularity continues, with the film poised to dominate Halloween this year with costumes available at Spirit Halloween stores nationwide: "This all builds into bringing the fans into the film's universe and expanding the world of KPop Demon Hunters," Helfgot said. When asked why the film resonated so deeply, Helfgot pointed to the characters themselves, who he said were "funny, fallible, and real." He also noted that Netflix's Head of Feature Animation and Family Film, Hannah Minghella, has described the film as having "heart and humor in equal measure." By starting with the fans and building outward, Netflix created not just a major marketing win, but a lasting franchise that thanks the fans, according to Helfgot. That comes complete with a community large enough to sustain it for years to come, or in the film's sense, large enough to "seal the Honmoon."

Netflix

How Netflix Created a Golden Marketing Campaign for KPop Demon Hunters

From sing-alongs to merch partnerships, the streaming platform harnessed the power of KPop Demon Hunters fans

UNLOCK FULL ACCESS

Bianca Brutus

Convergent TV

LA28 Reveals Star-Powered Slogan Set to Shine Across Olympics Marketing

Skydance Ads Boss Reveals New Leadership Team

How Amazon Made a Stronger Partnership Play in Thursday Night Football in Year 5

2026 FIFA World Cup Provided a Big Kick to NBCU Ad Sales

Netflix Lowers Expected Ad Revenue After Slower Rollout of Capabilities

Comcast Advertising Reveals Insights Amid Record-Breaking Midterm Political Ad Spend

Netflix Announces New Ad Updates for Measurement and Capabilities

Jay-Z Reportedly Crazy in Love With Performing at Super Bowl 61 Halftime Show

The Real Value of an Ad Starts With Attention