KPop Demon Hunters official pop-up proves huge hit in Seoul. Hong Kong and Singapore next

Netflix’s global sensation KPop Demon Hunters has leapt off the screen and into real life with the opening of its first official pop-up store in eastern Seoul’s trendy Seongsu-dong, inviting fans to step directly into the film’s universe.\nThe pop-up offers a new way for visitors to experience the magic through themed rooms, photo spots and exclusive merchandise.\nSince its release in June, the animated feature has become a global phenomenon. Centred on Huntrix, a fictional K-pop girl group that fights against supernatural forces, the film became one of Netflix’s most-watched films and was nominated for three Golden Globes earlier this week.\nIts soundtrack also shot to the top of the charts over the summer. Huntrix’s “Golden”, released on July 4, topped the Billboard Global 200 and Billboard Global – excluding US charts – for 18 weeks at the time of publication. The song became the first No 1 on each list for the act, whose music is voiced by Ejae, Audrey Nuna and Rei Ami, according to Billboard.\n\nThe film’s visual elements quickly became cultural trends. Instagram and TikTok have been flooded with tutorials on Rumi’s hairstyle, while the girl group outfits became some of this year’s most coveted Halloween costumes.\nAs fans seek new ways to stay connected to the film, Netflix opened its first KPop Demon Hunters pop-up experience in Seoul last week, offering dozens of official merchandise items and an immersive experience.\nThe tour starts with a showroom in which the quirky tiger character Derpy takes centre stage – blankets, fabric posters, bags, keychains, magnets and T-shirts all feature the beloved creature – set against magical blue walls that echo its on-screen aura.\nSubsequent rooms spotlight K-pop bands Huntrix and Saja Boys, with merchandise ranging from jersey shirts and decorative tape to stickers, postcards and even light sticks – just like you would find at a real K-pop concert.\nNot all rooms focus on merchandise. One space recreates the aeroplane cabin where Huntrix members snack and chat before landing in Seoul for a concert, complete with Korean treats like gimbap (seaweed rice roll), tteokbokki (spicy rice cake), sundae (blood sausage) and instant cup noodles. It is so realistic that it feels like a behind-the-scenes shoot.\n\nThe pop-up concludes in a gift shop with merchandise displayed upstairs. Among the popular merchandise are fabric posters, key rings and Derpy tiger soft toys.\nVisitors on a recent morning varied widely in age and background. Many were families with young children, stopping by to make their KPop Demon Hunters dreams come true.\n“I brought my sons because they loved the movie so much,” one mother said. “My five-year-old has watched it more than 20 times.”\nOne family from Singapore said they learned about the pop-up while visiting Everland, which recently opened a KPop Demon Hunters-themed zone.\n“Our kids are big fans,” the father, Jimmy, said.\nAmong the adult visitors was Carla Nicholson from the US, an English teacher living in Seongsu-dong.\n“I love K-pop music. My favourite group is Ateez,” she said, adding that she watched the film before arriving in Korea three weeks ago as part of her cultural preparation.\n\nWhen the Academy of Motion Picture Arts and Sciences released in November lists of all the films eligible for animated, documentary and international feature prizes at the 98th Academy Awards next year, the Netflix phenomenon was among them.\nThough KPop Demon Hunters made its name on Netflix, it also received a qualifying theatrical run in New York, Los Angeles and San Francisco in June, which satisfied the film academy’s requirements for Oscar consideration. Its UK theatrical run was not enough to qualify for the British Academy Film Awards (Baftas), however.\nThe Seoul pop-up runs until December 28. Reservations are recommended for entry, but walk-ins are also welcome. The doors are open from 11am to 9pm on weekdays and from 10am to 9pm on weekends.\nAfter Seoul, the pop-up will tour globally, with openings scheduled over the next month in Hong Kong, Singapore, Bangkok, Petaling Jaya, Tokyo and Taipei.\n\nKPop Demon Hunters Pop-Up will be in Hong Kong from December 18 to January 11, 2026 at L1 West Wing, New Town Plaza Phase 1, Sha Tin, from 10am-10pm daily.\nAdditional reporting by Associated Press\nRead the full story at The Korea Times\n