How KPop Demon Hunters cracked the fandom code

KPop Demon Hunters has taken the world by storm. With 266 million all-time views (at time of writing), it’s at present Netflix’s most-watched movie ever. That’s to not point out the success of its soundtrack – 4 songs from the movie are within the Billboard Scorching 100 High 10, with breakout hit “Golden” at present holding the No. 1 spot. Whereas there are a lot of elements distinctive to KPop Demon Hunters that contribute to the movie’s huge recognition, its success is constructed on a easy basis that any creator can study from – authenticity.

KPop Demon Hunters is made by followers, for followers

A big a part of KPop Demon Hunters’ success comes from the facility of fandom. Ok-pop followers are streaming the soundtrack, doing TikTok challenges, and turning out in droves to attend sing-along screenings of the movie. Whereas different Ok-pop-themed media have usually impressed middling reactions amongst followers, KPop Demon Hunters has constructed a powerful following. So why is it so well-received by a notoriously choosy fanbase? Merely put, the movie appeals to individuals who love Ok-pop as a result of it’s made by individuals who love Ok-pop. Many members of the movie’s artwork staff drew on their very own experiences as “critical Ok-pop followers” to create the characters (per Mashable). The music credit additionally function precise Ok-pop professionals, reminiscent of EJAE – an completed Ok-pop songwriter – and producers from Ok-pop label THEBLACKLABEL.

Each body of KPop Demon Hunters shows how a lot care and thought the creators put into making it. The movie is a love letter to Ok-pop – to the music, the tradition, and, after all, the followers. Fandom is a vital aspect of id for a lot of, as 55% of shoppers agree that the fandom they’re part of is “a spot the place they’ll actually be themselves” (supply: MIDiA Analysis Q2 2025 Shopper Survey). Followers need to see themselves mirrored within the media they take pleasure in – after they really feel one thing resonates with their id, they’re extra more likely to tune in, present up, and assist.

KPop Demon Hunters amplify this id resonance by honouring the variety of Ok-pop followers, depicting followers of various ages and genders all through the film somewhat than counting on the stereotypical caricature of Ok-pop followers as rabid teenage women. This variety is seen in real-life Ok-pop fandom as properly. Based on MIDiA’s world Q2 2025 client survey, solely 10% of Ok-pop followers are below 20 years previous – 78% of Ok-pop followers are over 25 with 25% aged 25-34, adopted by 19% aged 35-44.There may be additionally a comparatively even gender cut up, as 55% of Ok-pop followers surveyed determine as feminine and 45% determine as male (supply: MIDiA Analysis Q2 2025 Shopper Survey). Regardless of this, Ok-pop followers alone didn’t result in KPop Demon Hunters changing into a worldwide phenomenon.

Culturally particular but globally resonant

KPop Demon Hunters’ genuine celebration of Ok-pop and fan tradition blended with an exciting fantasy plot offers it widespread attraction. Whereas the story is instructed by the lens of Ok-pop, the movie’s overarching message of acceptance and neighborhood resonates with all viewers, whether or not they’re Ok-pop followers or not. On this manner, it displays Ok-pop’s personal meteoric rise – one of many causes for the style’s world success is the way it mixes particular cultural components (each Korean and Western) with a optimistic message that transcends language boundaries and evokes followers.

The movie has additionally served as an entry for brand spanking new Ok-pop followers. Many individuals who’ve by no means listened to Ok-pop cherished the movie, and it impressed a few of them to take a look at extra of the music. KPop Demon Hunters, in some ways, capabilities like a “Ok-pop appetiser”, giving unfamiliar viewers a style of the fandom and tradition with out overwhelming them – in the end leaving them desirous to discover extra on their very own. By making a compelling story that anybody can take pleasure in whereas nonetheless leaving “easter eggs” for these extra conversant in Ok-pop fandom, the movie has captured the hearts of followers and non-fans alike.

The worldwide success of KPop Demon Hunters illustrates that “area of interest” not means “small” – creators shouldn’t have to compromise authenticity to realize mainstream recognition. That is what allowed the movie to develop into Netflix’s most-watched ever, regardless of solely a minority (14%) of shoppers in our Q2 survey figuring out as Ok-pop followers. The key to rising (and ultimately monetising) followers is to place authenticity on the centre of each venture. Followers should not some elusive market – they merely need to really feel seen and appreciated. Equally, it’s important that creators are really followers of what they create. Followers can really feel when real care is put right into a venture – however they’ll additionally inform when somebody is just masquerading as a fan. By mixing a common message with an genuine ode to a style, KPop Demon Hunters reveals that successful over followers is just not inconceivable – it simply requires real dedication.