By Giulia Lallas, on 8 September 2025
K-Pop Demon Hunters has quickly become Netflix’s most-watched animated film ever, with fans all over the world hooked on Rumi, Mira, and Zoey, the three singers who come together to form the Huntrix. K-Pop Demon Hunters ended up becoming so popular that it started showing up in unexpected places such as the Oscar lineup and the instant noodle aisle.
Let's break down everything that the film did right in terms of branding and advertising.
How K-Pop Demon Hunters Turned Fictional Ramen Into a Must-Have Item
In the beginning of the movie, the demon-hunting K-Pop trio are seen eating ramen that holds a remarkable resemblance to Shin Ramyun from Nongshim. The on-screen brand “Dongsim” was close enough to spark fan theories, memes, and nonstop chatter online. That buzz caught Nongshim’s attention.
The company decided to lean into the excitement and launch an official collaboration with the film that featured items like limited-edition Shin Ramyun, Shrimp Crackers (Saewookkang), and a brand-new Shin Toomba Sauce, all wrapped in packaging featuring Rumi, Mira, Zoey, the Saja Boys, and Derpy the tiger mascot.
The products are being distributed across North America, Europe, Oceania, and Southeast Asia. To support the launch, Nongshim and Netflix have built a global campaign with pop-up events, exclusive drops at select retailers, and posts on their own social media as well as the official K-Pop Demon Hunter’s Instagram account.
Why This Collaboration Works
- Fan-Inspired: This collaboration didn’t start in a boardroom. It grew out of real fan excitement when viewers spotted ramen in the film. That made the partnership feel natural and authentic.
- Interactivity: By blending K-Pop, animation, and iconic Korean food, the collaboration makes the film’s world feel tangible and lets fans interact with it in a new way.
- Global Distribution: Fans everywhere can find these products in their local stores, strengthening their ties to the movie and culture surrounding it.
- Unique Merch: Instead of just another T-shirt or poster, fans have the option to buy something fun, shareable, and Instagram-worthy that brings the story of their favorite demon hunters or demon boy band to life.
Why the Timing Couldn’t Be Better
K-Pop Demon Hunters isn’t just a Netflix hit, it’s a cultural moment. The film is being rewatched and quoted daily, while its breakout track “Golden” is still topping Spotify charts in the U.S. and has even been remixed by David Guetta. Just recently, the Band of the Royal Air Force Regiment joined in on the action as well.
The movie is also on its way to receiving two Oscar nominations for Best Animated Feature and Best Original Song, which will keep the franchise in the spotlight well into awards season. And with talk of a sequel, a TV spinoff, live-action remake, or even a stage musical, K-Pop Demon Hunters is just getting started.
Instead of just watching the movie, fans now get to taste a piece of the universe and keep it with them throughout the sequels and other brand projects. By connecting food, music, and fandom, the collaboration became something fans genuinely wanted rather than another piece of disposable merch.
TikTok & Instagram: Where the Fandom Took Over
If you’ve spent any time on TikTok or Instagram Reels lately, you’ve probably noticed K-Pop Demon Hunters content. The movie’s breakout song “Golden” has become the subject of countless fan creations. Dance challenges inspired by the film’s concert scenes are blowing up, especially the Soda Pop dance, which fans, including US Open semi-finalist Novak Djokovic, have recreated.
Music lovers are posting covers of “Golden” across TikTok and Instagram, ranging from acoustic bedroom versions to polished performances by K-Pop stars. On Instagram, reels often pair these covers with fan art or creative edits of Rumi and Jinu, giving them a music-video feel that spreads quickly across accounts.
Food creators are joining the craze too. Since Nongshim’s ramen collab hit shelves, TikTok chefs have been recreating the “Demon Hunters ramen” at home or reviewing the limited edition ramen.
The most interesting part is that none of this is driven by Netflix or Nongshim directly. Fans and creators started it, making the hype feel genuine. And that authenticity is exactly what is keeping the buzz alive months after release. Every Soda Pop dance cover, AI edit, or ramen recipe doubles as free promotion, helping both the movie and the merchandise stay in the spotlight.
Key Takeaways to Keep in Mind
- The hype is real (and moving fast). When Nongshim opened sales of a limited Shin Ramyun set on its Korean online store on August 29, it released 1,000 bundles (6,000 cups total). They disappeared in just 1 minute and 40 seconds (literally quicker than the time it takes to cook the noodles).
- Scarcity drives up the price. Because these drops are so small, fans who miss the first wave may have no choice but to pay higher prices through resellers. Although that creates buzz, it can also leave some loyal buyers frustrated.
- Hype isn’t a guarantee. Right now, the movie is everywhere. But unless Nongshim and Netflix keep building momentum with sequels, new music drops, or more collaborations, interest could fade as quickly as it spiked.
