Since its release this June, KPop Demon Hunters (KPDH) has grown from a smash summer blockbuster into a cultural moment. As Halloween nears, Numerator surveyed 2,200 U.S. consumers to uncover how KPDH fandom, costume trends, and Korean cultural influence are shaping not only this spooky season but the upcoming holidays as well.
The Fandom Awakens: Inside the KPop Demon Hunters Craze
If your household is buzzing with KPDH hype, you’re not alone. 28% of U.S. consumers say there’s at least one KPDH fan at home, with 12% identifying as big fans and another 16% as casual fans. Fandom is especially strong among Asian (59%), Hispanic (46%), Millennial (45%), and Gen Z (43%) households, as well as in homes with children (42%). Families are going beyond basic movie watches and diving into the full KPDH universe, listening to the soundtrack, engaging with additional online content, buying KPDH merchandise, and more.
Fans discovered KPDH through many different avenues. While Netflix led the way (34%), fans also found out about KPDH from family and friends (28%), YouTube (26%), and their children (25%). Social media, specifically Facebook, TikTok, and Instagram, also played a major role.
Costume Craze: KPop Demon Hunters Takes Over Halloween
Halloween 2025 is shaping up to be KPDH’s biggest night yet. 30% of KPDH fans say someone in their household plans to wear a movie-inspired costume, while another 23% wanted to but couldn’t find one in time—a clear signal of growing demand.
When it comes to shopping, fans are hitting all the major retailers in search of Rumi, Zoey, Mira, and more. Costume hunters are shopping both in-store and online, with nearly half (46%) of costume buyers shopping at Amazon, and Walmart, Spirit Halloween, and Target each capturing another quarter of shoppers. With costumes in short supply, many buyers are also turning to Chinese retailers like Temu (13%) and Shein (13%).
Korean Culture Goes Mainstream: Beyond the Movie
KPop Demon Hunters is also driving curiosity about Korean culture more broadly. Among fans:
- 42% said the movie increased their interest in K-pop or Korean media
- 34% became more curious about Korean food and beverages
- 25% were inspired to explore K-beauty and skincare products
Brand marketers should take note: 42% of fans said a KPDH brand partnership would make them more likely to buy from that brand, signaling a valuable crossover between pop culture and purchasing power.
Beyond Halloween, fans are already planning for the holidays. 42% of KPDH fans intend to buy themed gifts, with apparel and accessories (52%), toys (41%), and games (35%) topping the list.
KPDH items might appear on a lot of holiday wish lists, but that does not mean they will be under the tree. KPDH consumer products such as dolls, action figures, stuffed animals, games, and more will not be released until 2026 due to delays in merchandising. Turns out, nobody expected this particular cultural moment in time.
KPDH (and Other) Insights are Done Hiding
Right now, it’s KPop Demon Hunters; next month, consumers might be on to something else. But one thing is certain: big cultural moments like this capture the zeitgeist of these post-COVID times. Looking for how your brand or retailer can seize some of the shine? Connect with your Numerator account partner or reach out to our team today.
