Who would watch a movie about a K-pop girl group that secretly fights demons while belting surprisingly good songs and teaching about the importance of being true to yourself? Everyone, apparently. K-Pop Demon Hunters took the world by surprise this summer, and its compelling story and infectious tunes have been stuck in our heads ever since.
This animated kids’ movie has taken the global stage and resonated with fans of all ages and nationalities. In just two months after its release, it became the most popular Netflix film of all time, amassing more than 236 million views.
This isn’t the first time Korean-related media has broken records. In 2019, the South Korean film Parasite took home four Academy Awards, becoming the first foreign language film to win best picture. Additionally, the first season of the Korean drama Squid Game drew 1.65 billion hours of viewing in the first month after its release, solidifying itself as Netflix’s most-watched series ever.
Obviously, this is no fluke. There is something infectious about the media coming from South Korea, and people can’t get enough of it. And it’s not just movies and shows—the K-pop industry has been around since the 90s, and its popularity has only kept growing, creating a culture that millions are drawn to.
This wave of love for Korean media and culture has even been given its own name: Hallyu. From TV shows to skincare to food, Hallyu is challenging existing norms and is bringing South Korea to the center of the global stage.
K-Pop Takeover
While K-pop might be a hot topic now because of K-Pop Demon Hunters, its popularity is nothing new. In fact, a recent study found that in the Hallyu craze, 53% of the interest is in K-pop compared to other forms of Korean media. K-Pop Demon Hunters might have brought some new fans to the K-pop scene, but this irresistible music has been captivating audiences for decades.
For example, just saying the words “Gangnam Style” brings to mind the iconic dance moves and unforgettable beat that almost everyone is guaranteed to recognize. This K-pop song by the South Korean artist Psy gained unprecedented popularity upon its release in 2012, becoming the first video on YouTube to reach both one billion and two billion views.
With a catchy chorus and deep lyrics about Korean beauty standards, this song globalized Korean pop music and helped lead the Hallyu movement, solidifying Psy’s role as a major leader in the K-pop industry. More recently, another powerhouse that has joined Psy at the top of the charts and gained the world’s attention is the Korean boy band BTS.
The Rise of BTS
The way K-pop groups are formed is unique compared to the traditional route of other artists. People might be surprised to learn that major entertainment industries scout individuals and train them for several years in singing, dancing, rapping, and performing before they ever hit the stage.
This process all leads to the moment when a group is formed and they debut, meaning they release music and perform together for the first time. BTS—consisting of seven members—first debuted in 2013, but their road to fame wasn’t easy. Instead, their story is one of humble origins, hard work, and genuine connection with their fans.
BTS was disadvantaged from the start, coming from a small company that had less money and less popularity, which made it difficult for BTS to be recognized and see success in their early years. However, this led them to have a close relationship with their fans, lovingly known as ARMY, who were pivotal in helping them receive the recognition they deserved for their versatile sound, emotional authenticity, and captivating stage presence.
After slowly winning more awards in Korea and gaining more fans, they were finally recognized on a global level when their album Love Yourself (2017) appeared in the top ten of the Billboard 200 album chart, becoming the first K-pop album ever to do so.
BTS Paved the Way
There was no slowing down after that. Their popularity in Asia was unprecedented, and they swept one award season after another, such as in 2019 when they took home all four grand prizes at the MAMA awards, a major award show for Asian music.
This popularity has allowed them to connect with the world in ways that other K-pop groups haven’t been able to do before. In addition to going on world tours, they have spoken at the UN, partnered with UNICEF, and visited the White House, where they spoke on anti-Asian hate crimes.
Their influence can also be seen in other ways. For example, a 2019 report estimated that BTS contributed over $4.56 billion annually to Korea’s economy. Additionally, BTS was named the world’s top-selling artist in 2021 following the release of their hit song “Dynamite,” which recently hit over two billion views on YouTube.
This has made it easier for other Korean artists to enter the global scene and gain recognition. People might even be surprised to know that some of the biggest hits of summer came from Korean artists, such as “APT.,” which was a collab between Bruno Mars and Rosé, a member of the girl group Blackpink.
Collecting Culture
When it comes to being a K-pop fan, listening to music is just the beginning. There is also a unique culture of fandom-driven consumerism, and K-pop fans are more than willing to spend money on extra shipping to get all of their K-pop-related paraphernalia straight from Korea.
While the internet has changed the way people enjoy and listen to music, K-pop is dominating the charts when it comes to physical sales of albums. This is in part due to the dedicated nature of K-pop fans, but also because of all of the extra inclusions that come with a K-pop album purchase.
When fans buy an album, they get a CD, but they are probably more excited about what comes with it, such as collectible photocards of individual members, professional posters of the whole group, and comprehensive photobooks showing the members in every outfit and scene from the music video. In addition to buying the music and supporting their favorite artist, they are paying for collectibles that contribute to the fandom experience.
BTS is no different. Their album Map of the Soul: 7 had over four million global preorders, becoming the bestselling worldwide album in 2020. This trend in album sales only amplifies the Hallyu craze, and fans can often be seen sporting merch or carrying photocards of their favorite artists.
Beyond the Screen
BTS’ influence doesn’t end with music. Pre-pandemic, 8% of visitors to South Korea said that they were traveling there specifically for BTS. Clearly, the Hallyu phenomenon goes beyond just an interest in Korean-related media. Audiences that are invested in K-pop and K-dramas also want to experience the culture for themselves.
Korea has built a tourism industry that caters to this craze. You can go to a concert, visit a K-pop museum, or even eat at the same restaurants as your favorite group. For fans of K-dramas, every street corner feels like a scene from your favorite show. You might even spot your favorite actor on posters and billboards as you explore the iconic locations where your favorite dramas were filmed.
For those that aren’t into a specific K-pop group or K-drama, you can still appreciate everything else that Korea has to offer, from historic temples to bustling street markets to serene hikes.
Even people who can’t afford to travel there can bring Korea to their own homes by eating kimchi, using Korean beauty products, or learning the language. It’s reported that Korean is now one of the most popular languages to learn on the language learning app Duolingo, and from 2020 to 2024, the number of test takers for the Korean language proficiency exam doubled.
Additionally, many places in the United States hold annual Korean festivals every year where people flock to celebrate Korean culture and eat Korean food. This is another opportunity for people to embrace the Hallyu movement and make connections with others in their community that appreciate Korean culture.
More Than a Trend
K-Pop Demon Hunters might not have created the Hallyu craze, but it definitely contributed to it. This fascination and appreciation for Korean culture has been around for years and is only growing thanks to key players like BTS. What’s clear is that South Korea isn’t just riding the wave; it’s creating it, and the world is eager to follow wherever it leads.
Whether Hallyu inspires your next international vacation or if it simply means eating tteokbokki at home, one thing is certain: Korean culture is waiting to be explored.
—Jocelyn Burnside