The KPop Demon Hunters Approach

KPop Demon Hunters became the #1 film on Netflix, and its original song “Golden,” performed by fictional K-pop group HUNTER/X, has topped both the Billboard Global 200 and Global (Excl. US) charts, outperforming BTS and Blackpink in the U.S. We previously wrote about how Bad Bunny expanded his U.S. reach not through English-language PR, but through WWE appearances, using performance and persona to connect beyond language. Similarly, instead of forcing creative or positioning adaptation of the IP, KPop Demon Hunters is another example of finding international success by leading in marketing with a universally resonant element.

K-Pop music itself has been propelled on social platforms by the fun of its visual “kalgunmu,” the viral synchronized group choreography it has become famous for. For KPop Demon Hunters, the campaign focused on the fun of its music – a cultural connector that transcends language and geography. Netflix even dropped “Golden” as an official single bundle post-launch in addition to submitting it for awards consideration.

Entertainment marketers often localize content, adapting media, messaging, and stunts to fit regional nuances, as a way to scale U.S.-based campaigns globally. But when it comes to how global pop culture travels into the U.S., we can gain insights and inspiration from these different strategies emerging. Netflix’s animated musical film KPop Demon Hunters is a case in point.