The Marketing Genius of K-Pop Demon Hunters: How Netflix Tapped into a Devoted Fanbase with a Shallow, Palatable Movie
With the recent, and totally not expected success and virality (from a marketing standpoint) of K-Pop Demon Hunters, it's the first of the many animated movies released by big animation companies that have achieved the level of success they could only hope for (looking at you Pixar and Disney specifically).
This essay will be divided into three parts: what the film did right in terms of marketing and how it led to its overall phenomenon in fandom spaces, its writing and actual artistic integrity without the film's marketing, and what I foresee in the future and what steps whoever holds the IP could do in order to expand and properly service their fans (I will absolutely not apologize for the word count and length of this essay, I love long-form media.)
Part One: The Media Frenzy
It's not really a surprise that Netflix is already milking the IP for content faster than you could say a sequel or a show (this movie really could've worked as a show). That is business after all, gotta strike when the iron's still hot. But what I fear is what this'll do to the fandom when the hype wears down, much alike to Disney and Pixar's 'Turning Red'. The movie was advertised so much that it oversaturated fandom spaces until they (the fandoms) had a collective burnout and is rarely to be seen in fandom spaces anymore, which in Marketing 101 is what you call a 'fad'โto which you could say, almost applies to anything with how fast trends come and go.
Funnily enough, Turning Red and K-pop Demon Hunters share the same basic lesson: "Suppressing emotions is not good, it's okay to be messy, it's okay to be non-traditional, it's okay to be you." (Turning Red did it better, that's my take). Only difference is that Turning Red catered to pop boy groups and K-pop Demon Hunters just catered to K-pop. But they did one similar thing:
They both tapped into a market wherein fans of the subject they're pandering to are incredibly loyal and mostly underrepresented in mainstream media (yes, and before you ask I am an accounting and business major, and yes you can boo now).
Most representations of fans of anything in general in mainstream media have always been watered down into caricatures or tropes, moreover female fans have been characterized by media as possessed, cult-like, or hysterical (see bobby-soxers for Elvis Presley, the Beatlemaniacs for the Beatles, and Swifties for Taylor Swift). While male fans have been caricatured as creepy with their obsessions (aka interest) especially in k-pop or pop spaces which are highly female-dominated.
So you can imagine how it is for fans to see these movies in mainstream media being catered TO them as well as a larger audience, there is this sense of kinship and overwhelming support for said movies, thus further propelling the advertising campaign. One could almost argue that the fans of K-pop Demon Hunter are the ones DOING the promotion for the movie (which is a norm in k-pop spaces only with songs to boost streaming), the movie just had the right elements to further the hype (e.g. dance videos, music videos, lyric videos, etc.). And thus, reaching more than just intended audience.
... Which brings me to my next point. And probably what you came here for anywayโK-pop Demon Hunters is palatable, but shallow at best.
Part Two: All Glitter, No Substance
That isn't to say palatable, easy to digest media is inherently bad, it's just that the movie is not any better compared to past animated movies that were considered "bad"โthey just had a good soundtrack, yes, but when you take that out of the equation, the movie feels... Empty. An hour and thirty-five minutes of runtime and yet the most memorable parts ARE the soundtrack and the derpy tiger and his bird (side note, my brother and I WHEEZED at the first and heavily autotuned line of Your Idol). He said and I quote:
"Somebody spent too much time in BandLab and dragged the Pitch slider all the way to the left."
Sure, the concept was unique and had to the potential to be more. But the execution was... Middling at best, disappointing at most. The movie had the potential to showcase more of Korean culture/mythology or what its like to be in the K-Pop industry (with the added pressure that they're secretly Hunters) or just give their characters more depth (Celine in this movie is just a concept not a character). But no, most they get is one or two personality traits, a motivation, and a single bullet point of their backstory, at best. The world they're in is poorly built out and the third act conflict felt so flat but was just more or less a watered down version of My Little Pony Equestria Girls: Rainbow Rocks.
The story felt like there was no stakes involved (crazy 'cause the Saja Boys literally plans a world tour to basically suck all of humanity's souls) and hot take, the Jinu and Rumi scenes DRAGGED but they still didn't give me any reason to root for them as a ship, would've been more satisfied to see more of the other members of HUNTR/X or flesh out the world a bit more personally.
The first MAJOR red flag that I felt while watching this movie is how it literally opens with an info dump about our three "main" characters (and by main I mean Rumi only) and just gives (or tells) us the rundown of their backstories and their capabilities as idols rather than SHOWING it in their performances (they were literally about to perform a WORLD TOUR it's not that DIFFICULT). At first, I gave them a shadow of a doubt because I refuse to believe whoever wrote the script didn't follow practically what EVERY. WRITING. COACH. Will yell at your face when you're starting out with writing which is "SHOW not TELL".
I thoughtโ No, I HOPED that one of these character introductions would be misleading, that one character has more beneath the surface, or that the movie will further flesh their backstories out if they ARE true... But then "Golden" plays and that's where I realized that that's where any further more fleshing out of their backstory or character practically ends. For Jinu, I didn't really mind how they portrayed how his guilt and shame makes him do the things he does, but again he suffers the same syndrome as the other charactersโthey're too shallow for me to root for.
But I will give my flowers where its due, I did like how with the little glimpse of the K-Pop industry in this film they portrayed how fans are susceptible to infantilizing K-pop boy groups or idols in general and how the industry plays into it too (with the variety show scene). But the rest? A complete idealistic portrayal of K-pop as an industry. I could forgive Bobby being an actual good manager (a rarity in the k-pop industry), but you're telling me HUNTR/X is not facing a MASSIVE hate train for coming after the Saja Boys, who are innocent, sweet rookie boys (grown men)? I've seen idols getting SLAMMED for way less, but then again some really big idols get away with ACTUAL CRIMES so there's that.
Circling back to my earlier point of how watered down the K-pop and cultural aspects are in this movie, because it is a point that the director, Maggie Kang, harps on as it is and I quote:
"A love letter to K-Pop" [and to her] "Korean roots".
Now, I'm not going to sit here and tell how others should represent their culture. But when a film markets itself as a love letter to a specific niche and audience... I expect love. I expect the care and thought that the creatives behind this film because that's what they promised, that's why MANY K-pop fans LOVE this movie anyway, because it is catered and marketed to them.
Watching the film felt like the Korean representation Kang was gunning for diluted into references and industry nods to serve as this knowing "wink" for long-time fans just enough to feign authenticity, but had absolutely no soul behind it (demon pun intended). It borrowed the glamor of K-pop as an industry and the aesthetics of Korean culture without actually putting much thought into honoring it. When you take away the catchy soundtrack and the film's stunning visuals, it becomes absolutely clear that they're the crutches of this structurally weak plot.
And yes, some could argue that there is a lot of representation or references to Korean mythology, and they're technically right. There is. But referencing is not the same as storytelling. Sure, the writers took good care to reference niche Korean mythology into the film, disguising it as "lore"โbut the writers never fully do anything with them. These references hold no real narrative purpose to serve the overarching story. Presence does not equal purpose.
And the creatives behind this film don't trust the cultural nods to be compelling for the audience either. It's no secret that the Hunters in the film are inspired by Korean shamanism (also known as Musok in Korean culture), which is the oldest belief system in Korea and heavily relies on singing and dancing as rituals, offerings, and divination to address otherwordly spirits or beings like sickness or ill luck. It's also the most well-known Korean belief system wherein women held and led said rituals. It's already such a rich and unique concept that it's almost a no-brainer why the creatives thought to link it to the modern day K-pop industry. To merge something sacred and mainstream is already such a compelling concept that the writers didn't trust the audience to understand. So what did they do?
That's such a small but significant detail. When shamans were particularly revered for their connection to the afterlife and beyond, when their rituals didn't need nor require any weaponsโwhen they sought to only protect through voice not violence. They gave them weapons. Flashy ones, too. And suddenly, now they look like any other anime-lite task force with cool outfits and shiny blades. And banging vocals.
In what was supposed to be the sacred act of singing, dancingโof performance to keep the evils at bayโthey are sidelined for action scenes that look cool because they move "in sync with the song". And once again, the cultural root is only half-used, polished and modified just enough just to look exotic but not deep enough to affect the plot.
The film flinches at becoming something authentic for the sake of being marketable, palatable to anyone interested to see the film, K-pop fan or not, and in the end just wears the glamor of the community they claim to love while providing no real substance.
It's frustrating because as much as I want to love this movie, it feels like being grateful for crumbs because we've been starved. I believe that this story has potential, I'm just currently disappointed with what they delivered.
Part Three: It's Not a Love Letter, it's a Marketing Strategy
And I am not demoralizing anyone who loves this film, it's just that we deserve more than a half-hearted movie that cries representation when in reality it more or less just stuck a K-Pop label on itself to sell. If the creatives decide to continue on with this IP, that it's hopefully in a show format and there actually be a whole hearted passion in bringing representation to their work and not just using its flair for its marketability.
Like I think it's such an interesting concept to explore how Hunters are scouted and formed, are one of them always a direct descendant or relative of a former Hunter? Why does the Honmoon never last? Is an eternal Honmoon even possible? What about the other member's lives? What happens to the people whose souls got taken prior to the Saja Boys's final performance? Are there real consequences for their deaths? Like this story, if just formatted right and given to the right creatives who have a passion for showing their culture through their work could benefit greatly from itโmaybe even take this already great concept to greater heights.
And for those willing to argue that "it's just a kid's movie, why are you so pressed about it?" Because it is precisely a kids movie. Movies, books, showsโthey are all stories at the end of the day. Stories that actually matter and introduce them to worldly concepts through fantastical plots and do so with the utmost respect and care. If anything, it should make them try harder because it's what they consume that sticks, that molds them into the kind of person they'll become.
And for those who want to argue "it's no big deal, it's a shut-your-brain-off movie" no it is not. The movie has been branded time and time again as a love letter and an homage to K-pop but at the end of the day is still an American film with Korean-adjacent nods and aesthetics. They want the allure, the buzzwords, the fandom engagementโthe profit that comes with cultural association without actual accountability that comes with it.
But if the creators don't take the proper steps to actually establish K-Pop Demon Hunters as a proper piece of media (e.g. turning it into a show or series) or don't intend to, then I'm afraid that the IP will end up like Turning Red did once the novelty fades away.
Real representation deserves to be more than just a trend cycle, it deserves longevity, respect, and reflection.
