Netflix is goin’ up, up, up, it's their moment, thanks to the success of their hit movie KPop Demon Hunters. This film perfectly shows the Netflix marketing strategy. The movie set a new record as the streaming platform's most-watched film of all time with 325.1 million views and it continues to rank globally among the Top 10 Movies on Netflix.

KPop Demon Hunters' success seems endless. The film already won 41 awards, including two Critics Choice Awards and two Golden Globes. Even its fictional girl group, HUNTR/X, can’t stop winning. HUNTR/X became the 24th all-female group to reach No. 1 on Billboard after nearly 25 years. 

This movie's virality was no accident. From the animation to the title, every aspect of the film was intentionally created by Sony Pictures Animation and then effectively marketed by Netflix to encourage organic hype. Therefore, its popularity is a part of the Netflix marketing strategy.

Here’s how Netflix transformed KPop Demon Hunters into the pop culture phenomenon it is today.

The Perks of Existing Fandoms and Fandom Culture

Netflix is not new to the game and understands the value of harnessing fandom culture. The streaming platform used KPop Demon Hunters to catch the attention of K-pop and anime fans alike. 

Netflix did not have to build interest by itself. These fandoms were already established and the streaming platform’s new movie perfectly catered to them. With the stunning visuals and straightforward movie title, fans instantly knew that the movie was a must-watch. 

Luckily for the company, these existing fandoms that KPop Demon Hunters cater to are very active online and the film fits right into their online discourse. With these fandoms creating content surrounding the movie through things like cool edits or fun deep dives, Netflix can generate natural marketing for the movie. 

The Importance of Highlighting Strategic Casting

KPop Demon Hunters sounding amazing was not a fluke. Each music producer, singer, and voice actor were carefully chosen by Directors Maggie Kang and Chris Appelhans. The talent hired brought the characters and storyline to life. 

Many high-profile music producers were consulted to make the movie's Billboard hits, including THEBLACKLABEL’s cofounder TEDDY, Grammy winner Lindgren, Stephen Kirk, Ian Eisendrath, and Jenna Andrews.

These producers have worked with world-renowned artists, like BTS, Twice, Blackpink, Big Bang, John Legend, Drake, and Dua Lipa. 

The ties to K-pop did not stop with the music producers. The vocals for HUNTR/X were performed by EJAE, Audrey Nuna, and Rei Ami, and the vocals for the Saja Boys were voiced by artists including Kevin Woo, a former K-pop idol and member of U-Kiss.

EJAE also trained for many years under SM Entertainment, but didn't end up debuting as a K-pop idol. Her journey provided a heartfelt and inspiring story that really resonated with fans. 

The voice actors cast also included celebrities famous in both Korea and the US, like Ahn Hyoseop, Arden Cho, Byung Hun Lee, and Ken Jeong. 

Although these casting decisions were made during the making of the film, Netflix made sure to spotlight this talent in their marketing. The cast’s experience, careers, and backgrounds added legitimacy to KPop Demon Hunters. Thanks to this, viewers were able to trust the film before even watching it. 

The Need for Authenticity in Marketing

Authenticity is a core theme emphasized in the Netflix marketing strategy.

When designing the KPop Demon Hunters visual effects, Sony Pictures Animation used real satellite data of Seoul to build the terrains.

Every tiny detail was needed to make the place feel real, so that fans could immerse themselves in the film’s world. Netflix made sure to highlight this by publishing a guide on the real locations fans could visit in Seoul that was also in KPop Demon Hunters. 

By emphasizing the effort put into accurately mapping Seoul, Netflix highlighted the respect KPop Demon Hunters shows towards Korea. This builds trust with Korean fans and helps fuel tourism.

The Formula on how to go Viral

Let’s be honest, like every other company out there, Netflix cares about virality. But more importantly, Netflix knows how to go viral without having to lift a finger. 

Instead, they lay the groundwork through bold visuals, funny scenes, and relatable stories. The stunning visuals from Sony Pictures Animation allows countless clippable scenes that fans can use in their own posts.

The amazing music is also wonderful for creating edits and trends, especially on TikTok. This organically made content creates buzz that consumers more easily trust. 

But while fans made edits, it's not like Netflix deleted their social media. The company also creates and shares its own posts on TikTok, Instagram, and X. From relatable jokes to video montages, it is able to connect with its viewers. 

The Netflix marketing strategy for virality definitely worked. KPop Demon Hunters has tons of engagement online. They were mentioned on SNL and even K-pop idols have reacted to the film. Notably, Wonho and Babymonster have cosplayed characters and covered songs from the film.

How to Collaborate with Brands Tastefully

Collaborating with brands is no easy feat. The merchandise has to be relevant and can’t bombard consumers everywhere they go. Exposure has to balance being too much and not being enough. The collaboration also has to market to the correct audience.

Netflix was smart in which brands it chose to collaborate with. One major example is their partnership with Nongshim Shin Ramyun that led to a KPop Demon Hunters Food line.

Fans got to join HUNTR/X in eating limited-edition Shin Ramyun, Shrimp Crackers, and Shin Toomba Sauce. This tasty treat from a South Korean company provides a fun, immersive experience that can be shared with loved ones.

For the fans, the streaming platform also introduced jaw-dropping exclusive toys with Mattel after getting many requests. This doll set includes Rumi, Mira, and Zoey in the same spectacular outfits they wore during their final performance. 

Merchandise is one of the most obvious tools used for the Netflix marketing strategy and is harder to do correctly than it might seem. Although once you master it, you can really connect with fans and create a product they would want to buy. 

What Can Other Companies and Marketers Learn from this? 

Netflix highlights one key takeaway: know your audience. 

The streaming company strategically acquired the film because it understood that KPop Demon Hunters appealed to multiple established fandoms.

Through music, merchandise, edits, and heartwarming stories, Netflix marketed the film to emphasize its authenticity and increase its credibility. Together, these marketing moves helped KPop Demon Hunters become the global hit it is today. 

🪽 Written by Passang Jennifer Lhamo