What It Sounds Like
- Julie Sanchez
- Nov 6
- 3 min read
Updated: Nov 7
Happy Friday, sippers,
How was your week? Did you enjoy the time change? Me not
Full disclosure, November is my least favourite month (aside from my daughter's birthday), feeling in a holding pattern until I can go skiing again.
The highlight is usually movie night, with the odd exception of eating on the couch (yes, I'm that mom) and watching one's choice. This week was the boss selection (my youngest is the boss if you were wondering)
Her choice: KPop Demon Hunters
I know I did the same face
And must admit, I really enjoy it, the intrigue, the songs, the energy.
So this week, you're stuck with me unpacking the success of KPDH.
🔥 The Proof: From My Couch to the Charts
This animated phenomenon immediately brought me back to my older daughter, when High School Musical dominated her life, Go Wildcats. Remember the constant singing, the choreography practice, the merchandise? That was a brand creating a total cultural takeover.
This animated Netflix movie, a blend of K-pop, action, and Korean mythology, became one of the most-watched films in Netflix history, now boasting over 400 million views. (If you doubt me, check my recent Spotify searches - my girls now own my listening history.)
KPDH is the ultimate case study in turning a viral spark into cultural stickiness, proving that reality is optional, but resonance is everything.
Here is the strategy behind a fictional group that went platinum:
1. 🌟 Authenticity in an Unexpected Package (The Billboard Rule)
Most brands treat ancillary creative (like a soundtrack or a mascot) as a throwaway marketing cost. KPDH did the opposite: they treated the music as the main product, not the supporting cast.
Real K-Pop Creators: EJAE, the singer for Rumi, is a real songwriter who has previously written for groups like Twice and Aespa. She went into the project aiming to write a song that could actually compete with K-pop idols.
Actual Idol Involvement: The soundtrack's lead single, "Takedown," is performed by members of the real, chart-topping K-pop group TWICE.
The Proof: The soundtrack became the first in history to feature four simultaneous Top 10 songs on the Billboard Hot 100, and "Golden" hit No. 1, surpassing a previous record held by BTS.
KPDH proved its songs were undeniable bangers because they were made by people who live and breathe the genre they were fictionalizing.
🎧 The Certified Hits
If you need proof of the soundtrack's quality, check your teens' playlists for these chart-dominating tracks:
2. ✨ Engineer for Replication (The HSM Rule)
The film's 400 million views weren't just about watching; they were about doing. Just like my older daughter and her friends memorizing every HSM harmony, the KPDH product was engineered for replication and making it easy for fans to do something with the brand:
The choreography was Short-ready and easily broken down into short, remixable challenges.
The visuals and character designs were immediately meme-able and inspired a wave of fan art and cosplay.
The lesson here is profound: Stickiness comes from designing content that is inherently shareable, remixable, and participatory. You aren't just selling a product; you're selling a creative fuel for your audience to co-author the story.
3. 🛍️ The Multi-Channel Experience (From Screen to Store)
The biggest brand lesson here is how Netflix used KPDH's success to strengthen its own ad business and build a physical future. Virality is ignition, but a multi-channel strategy hardens loyalty:
IP Expansion: Netflix quickly inked deals with Hasbro and Mattel to create toys based on the franchise.
The Brand World Becomes Real: The most telling move? Netflix is opening Netflix House, a 100,000-square-foot permanent, year-round immersive experience based on fan-favourite shows. As Netflix's CMO said, this is "fandom coming to life."
This is where the future of commerce is headed: the brand world is no longer just on a screen, but something you can play, shop, and taste. KPDH proved that if your fictional world is compelling enough, consumers will buy the toys, the ramen, and the tickets to step inside it, literally.
🍷 The Sip Takeaway
The key difference between a flash-in-the-pan viral moment and lasting cultural stickiness is orchestration. You can't just launch and hope. You have to design reinforcing loops between the creative product, the media strategy, and the community.
The final word: Authenticity can't be faked, even in fiction. KPDH is an excellent reminder that your brand, even if it sells something mundane, needs to be authentic, replicable, and multidimensional enough for people to carry you into their lives.
Now, if you'll excuse me, I need to listen to something calming before Spotify thinks I'm having a nervous breakdown again, with Golden on repeat, rather than my usual lineup.
See you next week.
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