From Korean Shamanism to Light Sticks: The Film’s Cultural Depth

If you want to understand how far K-pop has come over the past decade, look no further than KPop Demon Hunters, the musical anime that debuted on Netflix in June. Since then, it has shot to the top of Netflix rankings worldwide, becoming one of the most watched titles across the globe, and racking up over 33 million viewings on the streaming platform in only two weeks. KPop Demon Hunters also features in Netflix’s global top 10 in 93 countries, where it currently sits at number two.

The film has not just been a hit with viewers. Since its June 20th release, its soundtrack has dominated music charts, outperforming superstars such as BTS and Blackpink and charting seven songs on the Billboard Hot 100. On Spotify’s US chart, they have claimed both the first and second spot — an achievement no real-life Korean artists have yet matched. But no feat has been too great for Huntr/x and the Saja Boys, the film’s titular all-female and all-male Korean pop bands.

KPop Demon Hunters is a fantasy adventure, following the three members of all-girl band Huntr/x as they balance being internationally renowned pop stars with protecting the world from dark forces. The plot, a relatable story about friendship, trust, and staying true to who you are, is punctuated by the inevitable crossovers and sparring between Huntr/x and their magical stage rival band, the all-boy group Saja Boys. Throughout their epic battle, the characters fight evil forces through spectacular stage shows and slick superhero action scenes, while exploring the classic dynamics of sibling banter and rivalry.

The dance numbers, the flashy animated choreography, and the unique art style have brought viewers from all over the world to the film, regardless of their knowledge or interest in Korean culture. But it is K-pop that is the true secret sauce: the songs.

Inspired by the Korean K-pop idols that director and co-producer Maggie Kang — a Korean-Canadian — was obsessed with as a teenager, the film taps into her and her team’s understanding of Korean pop culture to great effect. In the film, these references are not thrown around haphazardly. Music is seamlessly woven into the storyline, sung not just for entertainment but as a tool to combat the forces of evil. Unlike in many animated movies, where songs can feel like an awkward afterthought, K-pop in KPop Demon Hunters feels like an integral part of the narrative. As Lashai Ben Salmi, community leader and researcher in Korean culture and its international reach with the European Institute of Korean Studies, says, “It gives the film a surprising level of maturity.”

To hit this mark, Kang and co-director Chris Appelhans collaborated with a Korean label while enlisting some of the K-pop industry’s most powerful names to create the film’s original soundtrack. Teddy Park, a long-time music producer for Blackpink, and Grammy Award-winning Lindgren, who has worked with BTS and TWICE, worked on the project together, crafting pop numbers that easily blend with current Korean hits.

Even Amanda Golka, a Los Angeles-based content creator and self-professed K-pop novice, was won over. “I have been blasting the soundtrack from Spotify every time I’m in the car,” she says. “It’s fascinating how music can be such a universal language.”

Honouring Tradition in a Global Phenomenon

Cultural authenticity has also been key to the film’s appeal. K-pop, Korean dramas, and Korean cinema are already mainstream in Western markets such as the US, but KPop Demon Hunters goes one step further to include more authentic representations of Korean life and traditions. This ranges from traditional Korean dining customs to shots of notable Seoul landmarks, like ancient city walls, Hanuiwon clinics, public bathhouses, and Namsan Tower. “It is more than just avoiding stereotypes,” says Salmi. “The scenes showing traditional dining, architectur,e and references such as bathing culture and street food go beyond the expectations of ‘Korean-ness’ and show Korean viewers a feeling of respectful and accurate representation that is rare to see in mainstream entertainment.”

A team visited South Korea to take in these cultural details and was able to work closely with local collaborators to get them right. “We visited folk villages, walked the streets of Myeongdong, photographed and studied traditional clothing, and took inspiration from the local life and art,” co-director Chris Appelhans tells the McKinsey Quarterly. “The characters’ lip movements sync up to the pronunciation of the Korean versions of their songs, and even their reactions are very Korean,” explains Appelhans. “The animators added little Korean words and lyrics to some scenes too, which flesh out the story and tie it back to the source of inspiration.”

The characters also use Korean words throughout, and sometimes phrases from the languages of Korea’s neighbours, Japan and China. Care has also been taken over details like the lightsticks, which, like the characters’ costumes, change colour to reflect each character’s unique stage persona. And fans will spot some niche shout-outs to more specific K-pop cultural trends, such as fan signing events, Korean placards ,and reference to Kalgunmu (synchronised dance performed by fans in unison).

The film even weaves traditional Korean influences into the fantasy action plot. Huntr/x’s signature swords and fans pay homage to the ritual tools of Mudang, or Korean shamans, while Saja Boys have been likened to the Grim Reaper of Korean folklore. You’ll also spot other Korean myths and symbols in the movie, such as Dangsan trees, Dokkaebi goblins, traditional side dishes (banchan), and Korean folk-inspired mascots: Derpy the tiger, who represents guardianship, and Sussy the magpie, who represents good fortune.