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After conjuring up a magical streaming hit, Netflix’s animated film “KPop Demon Hunters” is now casting a spell over store shelves, with retailers racing to capture consumer excitement through themed snacks and meals.
The movie, which follows a fictional K-pop girl group that doubles as demon fighters, has quickly become a cultural phenomenon. Its global success is now proving to be a golden ticket for major food brands, as companies look to ride the wave of fandom surrounding the film’s two rival groups, Huntrix and Saja Boys.
Among the biggest beneficiaries is South Korea’s food giant Nongshim. Fans quickly noticed that characters in the movie were eating instant noodles and snacks that bore a striking resemblance to Nongshim’s Shin Ramyun and Shrimp Crackers. Sharp-eyed viewers even identified familiar logos and cracker shapes, sparking buzz online.
Capitalizing on this attention, Nongshim will release a limited-edition Shin Ramyun noodle bundle starting Sept. 29. The set, available exclusively online, contains six cups featuring the movie’s main heroines — Rumi, Mira, and Zoey — with only 1,000 sets produced.
“We received a flood of demand to use the movie for our product packaging,” a Nongshim official explained. “Our collaboration with Netflix was a natural next step. Just as ‘KPop Demon Hunters’ has promoted K-culture worldwide, we’ll keep promoting K-ramyun and K-snacks to global consumers.”
The campaign extends beyond bundles. For one month, Shin Ramyun and Shrimp Crackers with film-themed packaging will be sold in major discount chains and retail outlets. Nongshim has also launched an all-purpose noodle sauce featuring Huntrix, Saja Boys, and the fan-favorite blue tiger, now being distributed in select markets across North America, Europe, Oceania, and Southeast Asia.
Bakery franchise giant Paris Baguette is also rolling out collaborations. On Friday, it unveiled five new products inspired by the movie, including the Soda Pop Cake depicting Saja Boys and the Golden Butter Bun representing Huntrix. More themed cakes, pastries, and desserts are scheduled for release throughout the month.
In addition, Paris Baguette has decorated the exteriors of five key locations — including its stores in Seoul, Pangyo, Incheon International Airport, and Jeju Island — with “KPop Demon Hunters” branding. The company says more campaigns are on the way.
Convenience store giant GS25 has also joined the frenzy. Starting Wednesday, it will feature new “KPop Demon Hunters” collaboration products, including triangle gimbap, rice balls, and precooked meal boxes. Even GS25’s popular Ice Brulee dessert will get special Huntrix-themed packaging.
“We have brought the movie to reality by introducing K-foods from the film as actual products,” said GS Retail’s marketing chief, Lee Jung-pyo. “This global fandom will be our tool for further collaboration with K-content, taking convenience beyond a store to a cultural platform.”
From instant noodles to cakes and convenience meals, “KPop Demon Hunters” has become more than just a streaming sensation — it is transforming into a marketing engine for K-food brands. With retailers across sectors joining the trend, the film is fueling not only merchandise sales but also the global reach of Korean cuisine.
As companies scramble to innovate with themed products, one thing is clear: the synergy between K-pop culture, Korean food, and global fandom is stronger than ever.
