Since its June 2025 release, the Sony-produced animated film K-pop Demon Hunters has been a smash hit. As the most-watched Netflix original title in history, with a certified double-platinum soundtrack, the IP has since appeared in collaborations with Fortnite and McDonald’s and has received Academy Awards for Best Animated Feature and Best Original Song.
That is to say, even if you aren’t a K-pop fan, you’ve probably heard of this movie or listened to snippets of its soundtrack. But how did it become such a global sensation? And what wider significance does this have for media and pop culture in general?
The answer seems simple at first glance: the songs are engineered to go viral.
The music is often the first thing people reach to praise when talking about the movie. In-universe, the songs are performed by fictional K-pop groups HUNTR/X and the Saja Boys, and were composed by a dedicated team of K-pop producers, including those who have worked with Blackpink and BTS.
The catchy, high-energy “How it’s Done” is complemented by the emotional undertone of “Golden,” with bubbly feel-good songs like “Soda Pop” also included in the mix. There’s no wonder why the movie’s soundtrack topped global charts on Spotify and the Billboard Top 100, beating out releases from real-life K-pop groups. But the movie’s draw isn’t all in the music.
K-pop Demon Hunters’ storyline is empowering and relatable for marginalized identities.
The main character, lead singer of HUNTR/X, Rumi, hides a big secret at the beginning of the movie. She’s half demon! Keeping it under wraps eventually costs her her voice and her relationships with the other members of her band. But through the arc of her story, she learns to embrace her true self, sharing it with her friends and bringing them together in time to save the world.
Co-director Maggie Kang likens it to queer identities, saying, “We used to always compare it—Rumi’s story—as if she’s coming out of the closet and coming clean to her parents who want her to be something that she’s not.” Ultimately, it’s a story about being true to yourself in a world that may not be accepting of who you really are, whether that’s being queer, neurodivergent, or otherwise marginalized. The film promotes embracing oneself and being proud of one’s true identity, while seeking support from one’s community. It reaches beyond just catchy music and pretty animation.
What’s also important to note is that its success itself marks a milestone in the growth and acceptance of Asian culture in an industry lacking representation.
While drawing heavily on Korean influences, the movie wasn’t made in Korea—it was produced by Sony Pictures Animation in the US. Maggie Kang, the Korean-Canadian co-director of Kpop Demon Hunters, drew on her cultural heritage in making this movie. The success of K-pop Demon Hunters proves once again that culture is not a barrier to global audiences enjoying something, a trend I hope continues in the future.
As of 2026, the sequel is currently in development at Sony Pictures Animation. Will you be tuning in?
Featured image via “KPop Demon Hunters Academy Award Win Commemoration Press Conference – 55181494025” by KOREA.NET – Official page of the Republic of Korea / CC BY-SA 4.0
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