The Secret Behind 'Kedeheon' Success... A Question for a Perfection-Obsessed Society [The Kedeheon Phenomenon]

Transcending Traditional PC Discourse:
A New Female Hero Narrative
Universal Empathy Through Growth That Embraces Scars and Flaws
Korean Identity Realized Through the Fusion of Shamanism and K-Pop

'K-Pop Demon Hunters' (Kedeheon) is the most-watched original animated film in Netflix history. It achieved commercial success by presenting a new, female-centered narrative-a feat Disney failed to accomplish despite focusing on it for the past five years. At the forefront is a K-pop girl group fighting evil spirits. The film resonates widely by portraying the perspectives and viewpoints of a younger generation beginning to shoulder social responsibility.

Transcending Traditional PC Discourse

'Kedeheon' begins its conflict when a demonic mark spreads on Lumi, the leader of the girl group Huntress. This struggle arises because her parents are both an evil spirit and a demon hunter. By conventional standards, she would be seen as a demon, so she hides her secret even from her group members while protecting humanity.

Rather than being bound by political correctness (PC), the story presents Lumi's worldview as binary. Concepts such as the individual versus society, authenticity versus distortion, are set in opposition. This kind of thinking leads to errors when fighting absolute evil. Those who do not fight evil or side with the powerful are considered minions of evil and become targets of oppression.

For Lumi, Jinwoo is such a figure, and she herself cannot avoid controversy. Because of the demonic mark, she becomes a target for elimination regardless of her inner context or intentions. The person who instilled this dangerous mindset is Celine, a hunter from the previous generation. She has long pressured Lumi by insisting, "You must never reveal your true self." This closely mirrors the predicament of younger generations who are inevitably forced to conform to frameworks established by their elders.

Director Maggie Kang presents the transcendent 'self' as the key to liberation. Within the cracks caused by Lumi's expression of her differences, she is led to discover a new truth. Through this awakening, Lumi prioritizes the elements that make her unique, believing the world can only become special if she claims them. This is a new discourse: no matter how many lasting things one acquires, if one feels unhappy, it cannot be considered 'good.'

A Distinctive Heroic Narrative

'Kedeheon' depicts Lumi's journey of self-restoration. Its tone differs from traditional hero stories. While the friendship among the female characters helps them overcome trauma, it also reveals its limitations. Unable to confess her secret to Joy or Mira, Lumi becomes isolated. Ironically, it is through meeting Jinwoo-who is both a demon and male-that she comes to accept her identity, as he alone understands the weight of living as a demon.

It turns out that Joy and Mira also hide their anxieties. Unable to accept their own flaws, they falter in their fight against Gwima. It is Lumi who reaches out to those who cannot overcome their problems on their own, empowering them to establish their identities through the song 'What It Sounds Like.'

"I am shattered, and I can't go back / But now I see beauty even in the broken glass / My scars are part of me, alive in harmony with the darkness / My voice without lies, this is truly my sound / Why did I hide the colors trapped in my mind / The sharp edges should have met the light / Show what's hidden inside, I'll find your harmony."

In this grand transformation, the fandom-representing the crowd-joins in. Until the middle of the film, they are swayed back and forth, unable to discern the truth. They passionately respond to Huntress's dazzling stage, but when Lion Boys present a new song and choreography, their attention shifts as if nothing happened. However, inspired by Lumi's 'What It Sounds Like,' they awaken and empower Huntress to defeat Gwima. This symbolizes hope that the world can change.

The Fusion of Korean Identity and K-Pop Culture

The realization of Korean identity in 'Kedeheon' is rooted in the cultural experiences of its Korean creators. Director Maggie Kang, who immigrated to Canada at age five, spent over nine years on this project, aiming to populate a story exploring Korean yokai myths and folklore with strong female characters. Initially envisioned as a low-budget, gritty, and dark animation, she became convinced she could strengthen the film's hybrid identity by observing the rise of K-pop. She reimagined shamans as the origin of K-pop idols and completely revised the story. Kang explained, "I discovered a common thread between K-pop and gut-the shamanistic ritual that expels spirits with music and dance. Since most shamans are women, I also found a link to female heroic narratives. It seemed fitting to regard gut as the very first concert."

Traditionally, shamans are both multidisciplinary artists and healers. In times when medicine and science could not provide sufficient answers, they empathized with the community's pain and crises and sought solutions. In this context, the fusion of K-pop and shamanism goes beyond simply using Korean motifs; it offers a universal narrative in which marginalized female artists heal people's hearts through art.

Director Kang captured the essence of K-pop culture with remarkable accuracy in the process of bringing this to life. Especially in the stage performances of Huntress and Lion Boys, every element-from design to performance, camera composition, and lighting-is executed with such perfection that it is indistinguishable from real K-pop. The film also vividly portrays K-pop's unique multifacetedness, such as members with cute appearances delivering deep-voiced rap, suddenly acting adorable after completing intense variety show missions, and shifting from a refreshing debut concept to a sexy comeback image.

The musical quality is also noteworthy. 'Golden' conveys a message of loving oneself despite flaws and others' perceptions; 'Free' embodies the connection with someone who accepts you as you are; and 'What It Sounds Like' is about acknowledging your shortcomings but not being ruled by them. Each song, paired with addictive pop beats, delivers the film's core message.

These multifaceted efforts lead to a reflective critique of modern society's obsession with perfection. 'Kedeheon' delivers the core message that even negative emotions like shame or fear can become a driving force for growth when properly harnessed. By capitalizing on the peak of the K-pop craze but building a universal narrative that does not rely solely on fandom, the film's strategy has proven highly effective.