The hit animated film KPop Demon Hunters on Netflix is sparking global interest in South Korea, boosting curiosity about Korean food, beauty products, and tourism. (Image courtesy of Netflix)
SEOUL, Aug. 21 (Korea Bizwire) — The runaway success of KPop Demon Hunters, a U.S. animated film released on Netflix in June, is driving a sharp rise in global curiosity about South Korea, with ripple effects expected across food, cosmetics and tourism.
Google search data show that worldwide queries for “Korea” reached their highest level in nearly three years during the week of Aug. 17–23.
Interest has nearly doubled since the film’s debut, outpacing search levels even during last year’s martial law crisis. Searches for “Korean food” also hit record highs, climbing 75 percent since the release.
The film, which follows a fictional K-pop girl group called Huntrix battling evil spirits, features numerous depictions of everyday Korean fare — from gimbap and ramen to fish cake stew. Fans have quickly turned scenes into viral trends, including a “gimbap challenge” circulating on TikTok.
South Korean companies are seizing the moment. Nongshim, the nation’s leading instant noodle maker, is rolling out Shin Ramyun and Shrimp Crackers in special packaging featuring Huntrix characters, inspired by an in-film ramen brand that closely resembles its own.
(Image courtesy of Yonhap)
Samsung Electronics has released a free KPop Demon Hunters theme for Galaxy smartphones, while the Ministry of Agriculture has used the characters in a YouTube campaign promoting food security.
The beauty and tourism industries are also watching closely. Executives say the film’s popularity in the U.S. could boost sales of Korean cosmetics, while scenes resembling Seoul landmarks such as Bukchon Hanok Village and Namsan Tower may spark new waves of inbound tourism.
Analysts argue the phenomenon underscores Korea’s growing soft power. NH Investment & Securities said in a recent note that the film could lead to a “re-rating” of consumer-facing stocks in cosmetics, food and entertainment.
“The spread of Korean content not only drives cultural consumption but also stimulates real-world demand — from tourism to street food,” wrote analyst Na Jung-hwan.
As with Squid Game before it, KPop Demon Hunters is showing how a piece of pop culture can ripple far beyond screens — reshaping perceptions of Korea and boosting industries tied to its global image.
Lina Jang (linajang@koreabizwire.com)
