KPop Demon Hunters: Cultural Representation in Contemporary Korean Animation
DOI:
https://doi.org/10.48048/ajac.2026.16Keywords:
Hallyu, Culture representation, Animation, Korean wave culture, K-PopAbstract
The Korean Wave (Hallyu) has become a global cultural force, extending South Korea’s influence through K-pop, television dramas, films, cuisine, language, tourism, and consumer products. While these cultural forms have been widely examined in live-action media, animation remains a relatively underexplored channel for Hallyu’s cultural representation and soft power projection. Addressing this gap, this study investigates the KPop Demon Hunters, an English-language Korean animated film, to analyze how elements of Hallyu culture are embedded and communicated to international audiences. Guided by representation theory, this research employs a qualitative textual analysis, applying a multidimensional framework comprising idols, music, films/series, food, language, travel, and products. The analysis focuses on how cultural signs are encoded within the film’s narrative, visuals, and sound design, shaping both the authenticity and accessibility of Korean culture for a global audience. Findings reveal that the film interweaves contemporary K-pop performance aesthetics such as choreography, costumes, and concert cinematography with traditional Korean mythology, attire, and symbolic landscapes. Iconic landmarks such as the Namsan Tower and vibrant urban streetscapes subtly promote Korea’s image as a travel destination. Food scenes featuring gimbap (Korean rice rolls), ramyeon (instant noodles), and other street dishes highlight everyday culinary culture, while the inclusion of Korean terms such as maknae (youngest) and hoobae (junior) reinforces linguistic authenticity and cultural hierarchy. The soundtrack blends original K-pop-style tracks with well-known K-drama OSTs, fostering intertextual connections that deepen audience engagement. This study demonstrates that animation can serve as an effective medium for cultural representation, capable of merging entertainment value with strategic cultural promotion. By extending the analysis of Hallyu beyond live-action media, the research contributes to cultural and media studies scholarship while offering insights for creative industries on how animation can be leveraged to strengthen South Korea’s global cultural presence.
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