Hallyu at a turning point with “K-Pop Demon Hunters,” shifting from U.S. subculture to mainstream

▲ This photo provided by Netflix shows Kim Sook-young, professor in the Department of Theater, Film and Television at the University of California, Los Angeles (UCLA). (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, Dec. 24 (Yonhap) -- “This year has been a watershed moment for the spread of Hallyu in the United States. ‘K-Pop Demon Hunters’ has created a turning point by helping Hallyu move beyond a fleeting trend to become a lifestyle.”

Kim Sook-young, professor at the Department of Theater, Film and Television at the University of California, Los Angeles (UCLA), made the assessment during a Hallyu insight lecture held Tuesday at Anderson C in Seongdong District, Seoul, as part of Netflix’s year-end press event. She discussed the impact of Netflix’s original animated film “K-Pop Demon Hunters” on the global reach of Korean culture.

▲ This image provided by Netflix shows a scene from "KPop Demon Hunters." (PHOTO NOT FOR SALE) (Yonhap)

While Korean content has previously drawn attention in the United States — from Psy’s “Gangnam Style” and the fandom surrounding BTS to the global success of the “Squid Game” series — Kim said the current phenomenon marks a clear shift in nature.

The key difference, she explained, is that Hallyu is no longer confined to a subculture but is becoming mainstream entertainment enjoyed by people of all ages.

“K-pop used to be popular in the U.S., but it was often seen as a niche subculture that occasionally made headlines,” Kim said. “During the COVID-19 pandemic, Korean content really took off and crossed over into mainstream popular culture.”

This year, the animated film “K-Pop Demon Hunters,” which appeals to audiences ranging from young children to adults, gained wide popularity.

“People used to think that dance and performance were at the core of K-pop, but since ‘K-Pop Demon Hunters’ portrays animated idols rather than real people, it places greater emphasis on musical elements,” she said. “The appeal lies in songs that anyone can sing along to. Given that the U.S. has a strong musical tradition, the response was especially positive.”

Kim added that it was encouraging to see younger audiences exposed to Korean culture through the film.

“As these children grow up, they are likely to maintain a positive perception of K-content over the long term,” she said, adding that Korean content will resurface whenever they recall their childhood memories.

▲ This photo provided by Netflix shows Kim Sook-young, professor in the Department of Theater, Film and Television at the University of California, Los Angeles (UCLA). (PHOTO NOT FOR SALE) (Yonhap)

Reflecting its mainstream success, a tiger character named Duffy from “K-Pop Demon Hunters” appeared in the Thanksgiving parade, one of the most important holidays in the United States, and many people dressed up as the idol group Saja Boys from the film during Halloween, she said.

The trend has also translated into consumption of Korean products.

“K-beauty products have sold out at large discount stores in the U.S., and a Korean fried chicken restaurant has opened inside Madison Square Garden in New York,” Kim said, noting that the U.S. market for Korean fried chicken grew by 22 percent this year.

She emphasized the need to sustain the momentum by integrating K-content more deeply into everyday life.

“‘K-Pop Demon Hunters’ has intensified the Hallyu wave across beauty, food, fashion and tourism,” Kim said. “For Hallyu to continue, high-quality content must come first, followed by increased consumption of Korean products so that it ultimately takes root as a lifestyle.”

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