What Can Brands Learn from K-pop Demon Hunters?

A Playbook for Achieving Global Influence

In my previous weekly articles, I have repeatedly delved into the topic of China’s soft power with the meteoric rise of Chinese cultural brands like Labubu of Pop Mart, Laopu Gold, and Songmont, as well as the export of vertical dramas that achieved huge success in North America and elsewhere. The findings of The Global Soft Power Index 2025 echoed my foresight and reinforced my belief that soft power will be the “China Shock 3.0,” with solid data drawn from year-on-year measurements of all 193 UN member states. In this report, though the US remains in the top spot, China has risen to second place, surpassing the UK for the first time, indicating a major shift in global influence driven by soft power and brand building. However, as I concluded in my previous articles, the road ahead will be bumpy. Chinese soft power has not yet reached the same level as South Korea’s, especially K-pop, in terms of global influence and impact. Aside from geopolitical factors, this suggests it may take longer for most Chinese brands overseas to reap the benefits of soft power, as Labubu has recently managed to do almost magically.

Meanwhile, K-pop Demon Hunters, the animated film produced by Sony Pictures Animation for Netflix, has become a worldwide cultural sensation, topping Netflix’s global charts with 266 million views as of September. Even more striking, the film’s soundtrack has swept the Billboard charts and Spotify. It became the first soundtrack in Billboard’s 67-year history to have four simultaneous top-10 songs, while on Spotify, the top five spots on its weekly US songs chart were all occupied by tracks from K-pop Demon Hunters, according to BBC and Forbes.

credit: Xiao Hongshu

How could an animated film that embraces Korean culture on such a wide and deep scale, not just in language or fashion, but also in symbols drawn from folk painting, resonate so strongly with global audiences, evoke a sense of celebration, and achieve such huge commercial success?

I believe this animation, along with other successful K-pop cultural products that have achieved worldwide influence, can serve as a playbook for brands, especially Chinese ones, navigating the trial-and-error road to global success.

Lesson 1: Universal Appeal Through a Unique Cultural Lens

When I first watched K-pop Demon Hunters, I was confused. It felt like another Disney animation, so reminiscent of Frozen, emphasizing girl power and friendship, but in a modern or futuristic context. The character design, costumes, songs, and overall look were highly Americanized. When I later read online comments, I found many netizens agreed, saying, “it is very American.”

This is not surprising. The US has long dominated soft power. Cultural giants like Hollywood and Disney have standardized universal appeals, exporting values and aesthetics that cross cultural and geographical boundaries. The fastest way to penetrate another culture is to leverage these universal appeals, a strategy so closely tied to Americanization that it has long been considered a sure bet.

But that is not the whole story behind this worldwide success. What makes K-pop Demon Hunters stand out is its extensive use of Korean cultural elements, from contemporary K-pop fandom culture to symbols drawn from history and folk painting. These elements inject fun, excitement, and freshness into the film. It is like enjoying a lavish meal: universal values and aesthetics serve as the main course, ensuring a safe choice, while unique cultural elements act like a premium bottle of wine from a rare and distinguished region, enhancing the flavor and elevating the entire experience.

For brands, especially Chinese ones aiming for global influence, the ability to cut through geopolitics and cultural barriers is critical for both survival and success. I do not believe “Americanization” is the only path. On the contrary, decoupling from an ideology or national image that may not be universally embraced can provide another option. Labubu proves this, drawing inspiration from Nordic folklore about elves to become a global cultural phenomenon.

Lesson 2: IP Is the Cash Cow and Golden Goose

There’s a running joke that Disney’s best-selling item is always Elsa’s dress. Even years after Frozen (2013, with the sequel in 2019), little girls everywhere still dream of wearing Princess Elsa’s gown. This perfectly illustrates the power of IP: the golden goose, the cash cow behind every cultural product, whether it’s an animated movie or a toy charm hanging from a designer bag.

In the case of K-pop Demon Hunters, it is another classic example of “the winner takes it all, the loser’s standing small.” Some analysts even argue it was a ludicrous decision by Sony to sell the IP to Netflix for only a fixed profit of about $20 million.

Now let’s count what Netflix gains while Sony loses, cited from @迪子 on Xiaohongshu, with my addition at the end:

1.     Merchandise (costumes, toys, themed food)

2.     Theme park collaborations (Everland’s dedicated zone)

3.     Awards buzz (Oscars, VMAs)

4.     Live concerts and spin-offs

5.     A thriving fan economy

On the first two alone, Netflix has already profited from merchandising outfits, noodles, beverages, and mini-figures from the movie. According to Jing Daily, they even partnered with Seoul’s Everland theme park to launch a themed zone based on the film.

As @迪子 concluded, “If you only help others build IP, you’re just making others rich.”

From my own observations, more brands are waking up to this truth and are starting to create original IP. But it requires long-term vision and consistent investment. Replicating another K-pop Demon Hunters or Labubu is not easy; it demands strong belief, years of commitment, and a little luck. Yet history repeatedly shows that IP is the most precious asset a brand can own in today’s world.

As Sony Pictures CEO Ravi Ahuja said of the film’s theatrical success: “But now you look at the success and think maybe it could have been theatrical. It started out on Netflix, and then word of mouth made it grow in theatrical. That’s a lot harder to do. It can be done.” Despite the challenges, the reward is billions in constant cash flow.

Lesson 3: Industrialization + Relentless Support

As scholars of K-pop know well, the industry’s global reach is not as simple as it looks. Behind the billions in revenue is a highly industrialized system of idol production, supported by relentless government backing and investment.

K-pop Demon Hunters embodies this synergy: a commercial triumph for enterprises, and simultaneously a soft power success for the country, boosting Korea’s global image and influence.

For Chinese brands, this highlights a reality: without strong government support and long-term vision, the road to global influence will be rockier. But that does not mean it is not worth the effort. Nobody at Sony expected that a “humble” animated film investment could spark such a massive wave with global audiences hungry for meaningful cultural experiences.

credit: Xiao Hongshu

Final Thought

K-pop Demon Hunters offers more than entertainment; it’s a strategic playbook. For brands aspiring to global influence, the lessons are clear:

1.     Blend universal appeal with unique cultural authenticity.

2.     Build and own IP as a long-term asset.

3.     Recognize the importance of industrial systems and supportive ecosystems.

China’s soft power journey is still unfolding. The road is bumpy, but as Labubu and K-pop Demon Hunters prove, the world is wide open for cultural products that resonate across borders while staying true to their roots.