KPOP Demon Hunters Dominate as Korea's Cultural Influence Soars

Global Expansion of Korean Culture in 2025

In 2025, the influence of Korean culture on the global stage reached new heights. While K-pop and TV dramas have long been the face of Korean entertainment, the year saw a broader expansion into musicals, traditional arts, and other cultural expressions. This growth was marked by several significant milestones that highlighted the evolving role of Korean culture in international media and artistic landscapes.

A New Cultural Sensation: "KPop Demon Hunters"

One of the most notable developments of the year was the release of Netflix's animated film KPop Demon Hunters. This groundbreaking production combined the energy of K-pop with elements of Korean shamanistic traditions, creating a unique narrative centered around identity and self-acceptance. The film quickly became a global phenomenon, setting records as the most-watched title in Netflix's history across both film and television categories.

Directed by Korean Canadian filmmaker Maggie Kang, the U.S.-produced movie follows the fictional girl group Huntr/x as they battle evil spirits using music as their weapon. The film's success not only boosted viewership but also had a ripple effect on other aspects of Korean culture.

Cultural Impact Beyond the Screen

The popularity of KPop Demon Hunters extended beyond streaming platforms. The National Museum of Korea reported its highest annual visitor count in 80 years, with over 6 million visitors. Sales of the museum's merchandise line, "Mu:ds," also surged, reflecting the film's widespread appeal.

Additionally, South Korea saw a significant increase in foreign tourism. According to the Korea Tourism Organization, 15.82 million visitors arrived between January and October, marking a 15.2% rise from the previous year and an 8.4% increase compared to 2019, the last pre-pandemic peak year.

The Power of Music: "Golden" and K-Pop's Global Reach

The film's original soundtrack featured one of the year's biggest hits, "Golden," performed by Korean American artists Ejae, Audrey Nuna, and Rei Ami. The track topped the Billboard Hot 100 for eight non-consecutive weeks and led the British Official Singles Chart Top 100 for ten non-consecutive weeks. This success demonstrated the growing influence of K-pop on the global music scene, blending Western pop sensibilities with traditional Korean melodies and lyrics.

Several industry leaders were involved in the creation of the track, including Teddy and 24, producers at The Black Label, and Ejae, who previously trained at SM Entertainment. The song's chart performance was seen as a milestone for K-pop, signaling its increasing presence on the world stage.

K-Pop's Breakthrough at the Grammys

K-pop's global profile continued to rise in 2025, with artists earning their first-ever nominations in the Grammy Awards' four main "general field" categories. BLACKPINK member Rose secured three nominations for her solo single "APT.", including Song of the Year and Record of the Year. The collaboration with Bruno Mars also earned a nomination for Best Pop Duo/Group Performance.

The track, which combines bright pop harmonies with a looping refrain inspired by a popular Korean drinking game, spent 45 weeks on the Billboard Hot 100—the longest run for a K-pop track. It peaked at No. 3 and helped elevate Rose's global profile, earning her two awards at the 2025 MTV Video Music Awards, including Song of the Year.

At the Grammys, the soundtrack for KPop Demon Hunters also received five nominations, including Song of the Year for "Golden." Hybe's U.S.-based girl group Katseye was nominated for Best New Artist and Best Pop Duo/Group Performance, marking the first time a localized group trained under the K-pop system was shortlisted for a major Grammy award.

Korean Influence on Broadway

Korean culture also made waves on Broadway, where the musical Maybe Happy Ending won Best Musical at the Tony Awards. This marked the first time an original Korean production won the top honor. The show also earned awards for Best Direction, Best Book, Best Original Score, Best Performance by an Actor in a Leading Role, and Best Scenic Design out of its 10 nominations.

Written by Park Chun-hue (Hue Park) and composed by Will Aronson, the musical centers on two obsolete helper-bots living in near-future Seoul, exploring themes of existence and connection.

Revival of Traditional Korean Culture

Beyond modern pop culture, Koreans showed renewed interest in traditional arts. The Gyeongju National Museum extended its special exhibition of six gold crowns from the ancient Silla Kingdom to February after it drew overwhelming public demand. Visitors queued before dawn for days to view the royal crowns, which were brought together for the first time in over a century.

The exhibition was organized for delegates attending the Asia-Pacific Economic Cooperation (APEC) summit and to celebrate the museum's 80th anniversary.

Government Recognition of Cultural Influence

Recognizing the growing global influence of Korean culture, the South Korean government launched the Presidential Committee on Popular Culture Exchange in October. Park Jin-young, chief creative officer and founder of JYP Entertainment, was named as the committee's inaugural co-chair. His appointment has raised expectations that the body will focus on expanding Korea's cultural footprint as an economic driver and strengthening international cultural exchanges.