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.
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.
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.
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.