Our goal for Netflix’s KPop Demon Hunters was to introduce audiences to an entirely new world and build a passionate fanbase around its characters, music, and story. From the beginning, we set out to establish HUNTR/X as more than a fictional K-pop group, building a genuine connection with audiences that would drive anticipation ahead of release and keep the fandom growing long after.
From the very beginning, we approached the campaign as HUNTR/X’s biggest fans, treating the fictional group like real K-pop stars and giving audiences every reason to become fans themselves. Ahead of the film’s release, we built excitement through original social content, special shoots with the voice cast and real K-pop talent, sing-along videos, and out-of-home activations that encouraged audiences to dance, sing, and share their experiences. As KPop Demon Hunters grew into a global phenomenon, our approach grew with it. We shifted from building anticipation to celebrating the fandom itself, spotlighting fan creations through community management, social edits, and even a Times Square billboard. We also found ways to bring fans directly into the franchise, turning their social content into special features available on Netflix. Through it all, we continued managing the franchise’s official TikTok and Instagram channels, finding new ways to reimagine film content, tap into fan conversations, and keep audiences engaged long after the credits rolled. To celebrate the film’s first anniversary, we brought the community together for an all-day TikTok livestream featuring celebrity guests, film screenings, interactive sing-alongs, and more.
What started as a campaign to introduce a fictional K-pop group became a year-long celebration of a very real fandom. The franchise’s official TikTok and Instagram pages reached over 600,000 followers in their first two months, with the community continuing to grow well beyond the film’s release. More importantly, fans became an integral part of the campaign itself. Their content went from personal social feeds to a Times Square billboard and even onto Netflix, giving the community a place within the franchise they helped make a phenomenon. A year later, HUNTR/X continues to have an active social presence, with fans still singing, dancing, creating, and engaging with the world of KPop Demon Hunters. What began as a film campaign has grown into an ongoing fandom that continues to find new ways to celebrate the franchise.
