[Reporter’s Notebook] The Future of the Korean Wave Beyond 'K-Pop Demon Hunters'

The Success of 'K-Pop Demon Hunters' in Capturing Korean Scenery
Hoping for a Leap Beyond Commerce to Mainstream Cultural Recognition

The three-member girl group 'Huntrix' that hunts evil spirits in the Netflix animation 'K-Pop Demon Hunters'. Provided by Netflix

"We wanted to present Korean culture as it truly is, so we conducted thorough research and infused the project with authenticity. Together with the production team, we visited Korea, tried a lot of traditional drinks, and explored various places like Namsan Tower."

This was the sentiment expressed by director Maggie Kang, who sparked a sensation with the Netflix animated film "K-Pop Demon Hunters" (hereafter referred to as K-Pop Demon Hunters), during a recent talk session at the 30th Busan International Film Festival's "Netflix Creative Asia." Rather than attributing the global recognition of Korean culture through K-Pop Demon Hunters to something grand, she explained that it was the small, everyday aspects of life that made a difference. Kang revealed photos she had taken while preparing the film's settings, such as Namsan Tower, and commented, "Modern cityscapes can look similar everywhere, so we made a conscious effort to capture a unique atmosphere."

Coincidentally, a Kimbap Festival is being held in Gimcheon, North Gyeongsang Province. Now in its second year, there are already reports of growing interest from foreigners. There is even a lighthearted debate about whether to serve the kimbap sliced (as in the past) or whole (as in the film). With the rise in popularity of K-Pop Demon Hunters, "one-bite kimbap" has become both a challenge and a "K-food meme" among Millennials & Gen Z worldwide. On Instagram, the hashtags "kimbap" and "gimbap" have been used in over 650,000 posts. What began as an attempt to recreate a movie scene has evolved into a shared cultural experience enjoyed by people around the world, creating a ripple effect that is boosting the local economy.

The success of K-Pop Demon Hunters highlights the importance of not taking "Korean elements" lightly, as well as the significance of themes and storytelling. As a second-generation immigrant, Kang drew upon her experiences of identity-related anxiety while living abroad as a Korean, translating them into a universal narrative. She explained that everyone wonders, "Am I doing well?" and although each person's circumstances may differ, this universal story is something people around the world can relate to.

Now, many are curious and eagerly awaiting a sequel to K-Pop Demon Hunters. However, beyond the anticipation of commercial success, there is hope that new frontiers will be explored, capturing Korean culture in innovative ways. The popularity of "K-pop," which Kang identified as the film's unique selling point, has become a major force behind the Korean Wave and has evolved into a cultural brand. It is also hoped that new, uniquely Korean themes and sensibilities will be discovered, moving beyond clich?d "Orientalism" and establishing themselves as part of the global cultural mainstream.