Ranking first on Netflix in 41 countries in just one day, K-pop Demon Hunters has achieved remarkable worldwide success. This success has inspired brands across various industries to capitalize on its popularity through creative K-pop Demon Hunters collaborations. By blending Korean culture with animation, storytelling, and cross-industry collaborations, it creates a true global phenomenon.
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“The power of “K” in front of anything, like K-beauty or K-pop, never fails to captivate audiences worldwide. Seeing this made me think that Korean culture has become truly remarkable. It is now a culture with global influence, and I wanted to create an animation movie that reflects that,” said Michelle Wong, producer of K-pop Demon Hunters.
K-pop Demon Hunters stickers drive consumers to Paris Baguette
Paris Baguette, a popular chain in the bread market in South Korea, partnered with K-pop Demon Hunters to launch a themed dessert collection featuring cakes and cookies. Each item includes a lenticular sticker, a collectible card that reveals two images when tilted, showcasing one of eight characters such as Huntr/x, Lion Boys, and Duppy. Pre-reservations for these limited-edition items generated major buzz both online and offline.
Notably, consumers have been discussing the collectible stickers, which create a sense of challenge and encourage people to share their collections with others. Many actively share on social media about the joy of collecting them and the feeling of being on a mission to collect all eight characters. An Instagram post by a mother described her son’s experience: “He watches K-pop Demon Hunters on Netflix daily and was excited about the Paris Baguette collaboration products. He was able to purchase his favorite Strawberry Cake sticker. Collecting the stickers became an additional source of enjoyment, as he even attached them to his tumbler to show his friends.”
Nongshim focused on user-generated content through K-pop Demon Hunters Instagram event
One of South Korea’s leading F&B brands Nongshim collaborated with K-pop Demon Hunters to introduce special packaging designs for some of its signature products. It added the character designs into its instant noodles, shrimp crackers, and special Toomba space, turning everyday products into fun experiences. The instant noodles and crackers, which came out in the film, allowed consumers to feel connected to the film’s universe and characters.
Moreover, Nongshim leveraged social media to strengthen customer interaction and promote user-generated content. It encouraged consumers to buy the collaboration products and post a photo on Instagram with the required hashtags in Korean to enter the contest. Selected participants have the chance to win prizes, including a Golden Key, AirPods Max, Netflix official merchandise tumblers, and Nongshim lucky boxes containing the collaboration products.
Everland brings K-pop Demon Hunters to life
Korean consumers increasingly value immersive and interactive experiences that connect their favorite entertainment with real-life enjoyment. Reflecting this trend, Everland, South Korea’s largest amusement park, has launched a K-pop Demon Hunters themed zone as part of its autumn festival, marking a significant collaboration between the entertainment industry and theme park attractions. Visitors can enjoy mission-based games, rhythm challenges, photo zones, and even rent costumes to dress as their favorite characters. Limited-edition merchandise, including keyrings, cushions, and holographic cards, is also available.
A Naver blogger, 햄승, highlighted the long wait times but emphasized that “for fans, this is a must-visit location,” noting that the combination of games, photo zones, and costume rentals makes for an engaging experience.
Similarly, an Instagram user, in_s07, commented that entering the theme zone felt like “stepping directly into the world of K-pop Demon Hunters” and recommended participating in the missions and dressing up as characters to maximize enjoyment. Since opening on September 26, the zone has attracted significant crowds, offering an engaging experience for visitors of all ages.
K-pop Demon Hunters boosts convenience store sales
Following the nationwide success of K-pop Demon Hunters, GS25 joined the collaboration wave by launching a special lineup of themed kimbap, snack sets, and desserts, each including one of 42 limited-edition collectible stickers. Within a single day of release, over 48,000 units of collaboration items were sold, which topped their respective sales categories. A Naver blogger, 엘리, who reviewed the collaboration noted that while the products mainly feature familiar GS25 recipes with new packaging, the affordable price and collectible sticker made them “worth buying again.” This strategy of combining everyday K-foods with collectible fandom goods has helped GS25 attract both loyal customers and new fans of the global Netflix hit, driving unexpected sales momentum in the convenience retail sector.
How K-pop Demon Hunters collaborations turn the film into real-life experiences
- Brands engaged in co-branding in South Korea with K-pop Demon Hunters, making themselves more locally relevant to the fan community.
- From F&B brands like Paris Baguette and Nongshim to Everland and GS25, these collaborations turned everyday products into fun lifestyle experiences, bringing the film universe into the real world.
- By encouraging user-generated content and adding collectible and social mission elements, brands are sustaining engagement and further driving sales.
- The phenomenon highlights how “K-culture” continues to shape global consumer trends through creativity, storytelling, and collaboration.
