Can 'KPop Demon Hunters' make it to the Oscars?
From karaoke parties to method dressing, how far can this surprise hit go?
(Photo credit: Netflix)
Even if you aren’t deeply entrenched in the world of K-pop, you’ve likely heard of KPop Demon Hunters by now.
Parents and kids are singing along to the songs. Audiences packed theatres with light sticks in hand during a recent limited run of the film in cinemas. And HUNTR/X, the fictional girl group featured in KPop Demon Hunters, were recently nominated for “Song of the Summer” at the VMAs.
The global success of KPop Demon Hunters is a surprise given that it didn’t even have a splashy release when it came out in June. Instead, it was released straight to streaming on Netflix.
When I first watched the film on opening weekend, I couldn’t help but feel a bit disappointed by the film’s somewhat muted release. With so many things to watch on streaming platforms, I wondered whether the film was being buried.
Still, I’m a firm believer that some of the best films come with a sense of discovery. Now KPop Demon Hunters has become a global hit.
(Photo credit: Netflix)
KPop Demon Hunters is the most-watched original Netflix title in history, having been viewed more than 266 million times. During the film’s limited theatrical release on August 23 and 24, the film grossed an estimated $18 million USD at the box office that weekend. Original songs written for the film’s soundtrack have also dominated the Billboard Charts, with “Golden” hitting number one twice on the Billboard Hot 100. Even K-pop stars like BTS’s Jungkook, Red Velvet’s Wendy and A.C.E.’s JUNHEE are going viral for their covers of songs from the KPop Demon Hunters soundtrack.
What’s amazing here is people are identifying with KPop Demon Hunters, and taking the time to learn more about Korean culture. Its universal storyline of finding confidence and embracing who you are has won praise worldwide. It also helps that the songs are incredibly catchy and accessible.
There’s even lots of talk of a film awards push in the coming months. And now, it appears that Netflix is going all in to campaign for it.
One of the cool ways Netflix has been marketing the film is bringing members of the vocal cast—Kevin Woo, Audrey Nuna and REI AMI—in for an intimate karaoke party at the Toronto International Film Festival this year. Directors Maggie Kang and Chris Appelhans were also in attendance. EJAE, who has won praise for her vocals and writing songs on the film’s soundtrack, sadly couldn’t make it.
The party, which was attended primarily by press and industry members, was completely on brand for the film. With karaoke being a fun past-time for many in the Korean community, the cast members belted out songs from the KPop Demon Hunters soundtrack, from “Golden”, “Your Idol” and “Soda Pop.” The most cathartic moment came during “This is What it Sounds Like,” which felt like a powerful rallying cry inside the bar.
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It was particularly wholesome to see how Woo took on the difficult vocals normally sung by EJAE on the soundtrack. And despite the fictional rivalry between HUNTR/X and Saja Boys, camaraderie was on display between the real life cast as they belted out tunes. During these performances, it also occurred to me that I had just watched the current biggest girl group on the planet perform just steps away from me!
“It’s all still very surreal,” Kang, who grew up in Toronto, told me in an interview hours before the karaoke party. “Seeing the movie have this kind of tremendous impact [and] Korean culture being spread globally, it makes me feel really proud.”
Method dressing was also part of the theme of the night, with REI AMI, sporting space buns like her character Zoey. A few days later at the VMAs, Audrey Nuna exuded a cool-girl aura, sporting a sleeping bag-like jacket her character Mira wore at the Met Gala.
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The choice to promote KPop Demon Hunters at TIFF was smart, given that much of Hollywood turns its eyes to Toronto in September. The event has been key to introducing audiences to Oscar-winning films like Slumdog Millionaire, The King’s Speech and American Fiction. And as much of the world’s critics and journalists descended into Canada, it was a good decision to bring further publicity into a hit like KPop Demon Hunters beyond U.S. cities like New York and Los Angeles.
Right now, I believe KPop Demon Hunters has the best chances of nagging nominations for Best Original Song and Best Animated Feature at the Oscars. But I wouldn’t put it past a nod for Best Picture either, given the fact that the film is now Netflix’s most watched original film.
Then there’s the Grammy Awards, which seems like an extremely high possibility for a slew of nominations, including “Best Song Written for Visual Media” as well as “Song of the Year” and “Record of the Year.” EJAE herself has said it is now her goal to win a Grammy, telling Korea Herald the award “will be a message to every Asian American girl who’s ever felt impostor syndrome.”
To see the world embracing a movie that is so unabashedly Asian is truly an amazing thing to see. Should it make it to the awards season, it will be a win for many Asians who grew up in North America that didn’t always feel seen in pop culture.
ICYMI: My interview with KPop Demon Hunters director Maggie Kang!
Who knew the mastermind behind KPop Demon Hunters is a fellow Torontonian? I chatted with co-director Maggie Kang about making the biggest film of the summer and how she tapped into her Korean culture to create a story that is now being embraced across the globe. Click to read more on RepresentASIAN Project.
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