Netflix's animated hit 'KPop Demon Hunters' has launched its first official pop-up store in Seoul's Seongsu-dong. The event immerses visitors in the film's universe through themed rooms and exclusive merchandise. Released in June, the movie has become a global phenomenon.
Netflix's 'KPop Demon Hunters' centers on the fictional K-pop girl group Huntrix battling supernatural forces. Released in June, the animated feature has become one of Netflix's most-watched films and earned Golden Globe nominations this week. Its soundtrack topped charts, and visual elements turned into cultural trends, with Instagram and TikTok filled with Rumi hairstyle tutorials and group outfits as popular Halloween costumes this year.
The pop-up store, which opened last week in Seongsu-dong with a hanok-inspired facade, invites fans into the film's universe via themed rooms, photo spots, and exclusive merchandise. The tour begins in a showroom featuring the quirky tiger character Derpy, with items like blankets, fabric posters, bags, keychains, magnets, and T-shirts against magical blue walls.
Subsequent rooms highlight K-pop bands Huntrix and Saja Boys, offering jersey shirts, decorative tape, stickers, postcards, and light sticks reminiscent of real concerts. Life-size mannequins showcase Huntrix's signature costumes. One non-merchandise space recreates the airplane cabin where Huntrix members snack before landing in Seoul, complete with Korean treats such as gimbap, tteokbokki, sundae, and instant cup noodles, evoking a behind-the-scenes feel.
The experience ends at an upstairs gift shop, where fabric posters, keyrings, and Derpy tiger plushes prove popular. Thursday morning visitors spanned ages and backgrounds, including families with young children. A Seoul mother, identifying as Si-ho’s mom, said, “I brought my sons because they loved the movie so much. My 5-year-old has watched it more than 20 times.” A family from Singapore, fresh from Everland's themed zone, noted their kids are big fans, per father Jimmy.
U.S. English teacher Carla Nicholson, living in Seongsu-dong, shared, “I love K-pop music. My favorite group is ATEEZ,” adding she watched the film three weeks before arriving in Korea for cultural preparation. The Seoul pop-up runs through December 28, with reservations recommended but walk-ins welcome. Hours are 11 a.m. to 9 p.m. weekdays and 10 a.m. to 9 p.m. weekends. It will tour globally next, hitting Hong Kong, Tokyo, Singapore, Bangkok, and Petaling Jaya in Malaysia. For details, visit kpopdemonhunters.fan or follow @kpopdemonhuntersnetflix on Instagram.
