A “KPop Demon Hunters” pop-up is held at a venue with hanok (traditional Korean architecture)-inspired facade in Seongsu-dong neighborhood in Seoul, Thursday. Korea Times photo by Kim Se-jeong
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. The pop-up offers a new way for visitors to experience the magic through themed rooms, photo spots and exclusive merchandise.
Since its release in June, the animated feature has become a global phenomenon. Centered on 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 Golden Globes earlier this week.
Its soundtrack also shot to the top of the charts and the film’s visual elements 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.
As 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.
A showroom with tiger-inspired merchandise / Korea Times photo by Kim Se-jeong
The tour starts with a showroom in which the quirky tiger character Derpy takes center stage: blankets, fabric posters, bags, keychains, magnets and T-shirts all feature the beloved creature, set against magical blue walls that echo its onscreen aura.
Subsequent 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.
Life-size mannequins display the signature costumes of the girl group Huntrix. Korea Times photo by Kim Se-jeong
Not all rooms focus on merchandise. One space recreates the airplane 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.
The pop-up concludes in a gift shop with merchadise displayed upstairs. Among the popular merchandise were fabric posters, keyrings and Derpy tiger plushes.
A table display recreates the Korean snacks enjoyed by the Huntrix members in the airplane cabin in the film “KPop Demon Hunters.” Korea Times photo by Kim Se-jeong
Visitors on Thursday morning varied widely in age and background. Many were families with young children, stopping by to make their “KPop Demon Hunters” dreams come true.
“I brought my sons because they loved the movie so much,” said a Seoul mother who identified herself as Si-ho’s mom. “My 5-year-old has watched it more than 20 times.”
One family from Singapore said they learned about the pop-up while visiting Everland, which recently opened a “KPop Demon Hunters”–themed zone.
“Our kids are big fans,” said the father, Jimmy.
Carla Nicholson, left, from the U.S. and her colleague Gonzalo Albornoz from Canada stand outside the pop-up store venue in Seoul, Thursday. She is holding a Saja Boys light stick she purchased from the pop-up store. Korea Times photo by Kim Se-jeong
Among the adult visitors was Carla Nicholson from the U.S., an English teacher living in Seongsu-dong.
“I love K-pop music. My favorite group is ATEEZ,” she said, adding that she watched the film before arriving in Korea three weeks ago as part of her cultural preparation.
The Seoul pop-up runs through Dec. 28. Reservations are recommended for entry, but walk-ins are also welcome. The doors are open from 11 a.m. to 9 p.m. on weekdays and from 10 a.m. to 9 p.m. on weekends.
After Seoul, the pop-up tours globally, with openings scheduled later this month in Hong Kong, Tokyo, Singapore, Bangkok and Petaling Jaya in Malaysia. Visit kpopdemonhunters.fan for more information or follow @kpopdemonhuntersnetflix on Instagram.