[비즈한국] The popularity of the Netflix animation 'K-Pop Demon Hunters' (KDH) shows no signs of waning. Beyond its success as an animation, it has evolved into a 'super IP' (Intellectual Property) that is shaking up entire industries, including fashion, publishing, and tourism, further expanding its content influence.
'KDH' recently confirmed the production of a sequel and announced a new challenge: a 'musical film.' It has moved beyond the screen to conquer real-world runways as well. EJAE, the main vocalist of the OST 'Golden,' was officially invited to the New York fashion event '2026 Met Gala' on the 4th (local time), where she captured the spotlight with her 'Gisaeng fashion' look.
Its performance in the publishing market is even more phenomenal. The junior novel published through the major American publisher Random House Children's Books (RHCB) hit No. 1 on the New York Times bestseller list immediately after its release. Its comic books have also swept major lists, including USA Today.
Its popularity in the global market is spilling over into South Korea. On April 29, Seoul Cultural Publishers released the 'K-Pop Demon Hunters Official Poster Book' and 'K-Pop Demon Hunters Animation Picture Book: For the Fans!'. Following this, the company plans to release a variety of books for children throughout June, including the 'K-Pop Demon Hunters Original Movie Comic Book,' as well as activity books, original storybooks, coloring books, and sticker books. It appears that the fandom, which previously only watched the show, is transitioning into 'loyal customers' who consume books and activity kits, thereby extending the longevity of the content.
'KDH' is also contributing to the South Korean tourism industry. The number of foreign visitors to the National Museum of Korea has surged since the airing of 'KDH.' Foreign visitors, which numbered approximately 170,000 in 2023 and 190,000 in 2024, exceeded 230,000 in 2025 following the release of KDH in June, marking an all-time high. The total number of visitors reached 6,507,483, an increase of about 1.7 times compared to 3,788,785 in 2024.
Recently, linked to the BTS comeback, people from all over the world who wish to enjoy K-pop and K-culture at its source are flocking to Korea. As a tourism trend emerges centered around visiting regions linked to K-culture IPs, the era of 30 million foreign tourists is rapidly approaching. This serves as a 'welcome rain' for the retail industry, which has been suffering from high prices and economic stagnation.
'KDH's success suggests that a single well-made piece of content can build a massive ecosystem that permeates the manufacturing, service, and tourism industries. It will be interesting to watch just how far the story of 'KDH' will extend.