Visiting Namsan, Buying Kkachi Horangi... The Threefold Ripple Effect Created by "K-Pop Demon Hunters"

Foreign Tourists Flock to Namsan Tower
Kkachi Horangi Merchandise Sees 357% Surge in Secondhand Trading

The Netflix animation "K-Pop Demon Hunters," which is based on K-pop, has gained worldwide popularity, turning YTN Seoul Tower on Namsan in Seoul into a must-visit destination for foreign tourists. At the same time, merchandise inspired by the characters and props from the show is heating up the secondhand trading market, demonstrating a "threefold ripple effect" of Korean Wave content that connects culture, tourism, and consumption.

The Netflix animation "K-Pop Demon Hunters," which is based on K-pop, is showing a "threefold ripple effect" connecting culture, tourism, and consumption. Netflix

Namsan Becomes a 'K-Pop Demon Hunters Pilgrimage Site'... Over 50% Increase in Foreign Visitors

In September alone, the number of foreign visitors to the Seoul Tower observatory reached 79,200, a 50.6% increase compared to the same period last year (52,600). This is also the highest monthly figure since 2024.

The surge in tourists is attributed to the appearance of Namsan Tower in "K-Pop Demon Hunters." In the animation, Namsan Tower is depicted as the final battleground where the main idol group "Huntrix" fights evil spirits, as well as the venue for the rival group "Lion Boys"'s last concert. After this scene was released, overseas fan communities were flooded with posts expressing a desire to visit Namsan in person.

Following the show's success, YTN Seoul Tower has revamped its exhibition and souvenir lineup to cater to foreign visitors and is considering operating tourist courses linked to the show's filming locations.

The K-Pop Demon Hunters Craze Hits the Secondhand Market

Promotional materials for the popular animated movie "K-Pop Demon Hunters" are attracting attention at the GS25 convenience store in Terminal 2 of Incheon International Airport. Yonhap News Agency

The influence of "K-Pop Demon Hunters" can also be seen in the online secondhand trading market. According to Bungaejangter, from the animation's release on June 20 to the end of September, searches and transactions for the keyword "Kkachi Horangi" surged dramatically. The number of transactions increased by 357%, and the transaction amount rose by 164% compared to the previous three months.

"Kkachi Horangi" attracted attention as the mascot character "Duffy" in the show was interpreted as being inspired by the tiger in traditional Korean folk paintings. As a result, Kkachi Horangi merchandise sold at the National Museum of Korea sold out, and related secondhand transactions became active. During the same period, transactions involving the "National Museum of Korea" keyword increased by 1,000% in number and 573% in transaction amount.

Additionally, transactions for goods related to "Bangasayusang," a representative work of Korean Buddhist sculpture, also increased alongside the K-Pop Demon Hunters craze. During this period, the number of transactions rose by 88%, and the transaction amount increased by 65%.

"K-Pop Demon Hunters" is the first animation on Netflix to surpass 300 million cumulative views and topped the global content rankings last month. The original soundtrack "Golden" proved the global status of K-pop once again by topping the US Billboard Hot 100 singles chart for seven consecutive weeks.