Seoul, July 8, 2025
The global success of Netflix’s animated film K-pop Demon Hunters has sparked an unexpected phenomenon: merchandise from the National Museum of Korea is flying off the shelves, with many items repeatedly selling out.
The film follows Huntrix, a fictional K-pop girl group who lead a double life — dazzling superstars on stage and fierce demon hunters off-stage. By blending Korean mythology, K-pop, and fantasy, the film has been praised for its modern reinterpretation of traditional culture.
Driven by the film’s popularity, traditional-themed merchandise such as the “Magpie and Tiger” pins, black gat ribbon pens, gat keychains, and mother-of-pearl tiger hand mirrors are being snatched up as soon as they’re restocked. The museum’s online shop has seen a fourfold increase in traffic, with some items even reselling at a premium on secondhand marketplaces.
The demand is being fueled by the appearance of traditional Korean symbols—like tigers, magpies, and the gat (traditional Korean hat)—within the film. These culturally rich icons have resonated with global audiences, and the merchandise has become a tangible way for fans to connect with the movie. The phenomenon has even led to the museum store being dubbed the “Unofficial Demon Hunters Merchandise Shop.”
This trend marks a shift in how Korean heritage is perceived. Traditional culture is no longer seen as something old-fashioned but is emerging as a trendy and pride-inducing part of daily life, especially for younger generations and international fans. From animation and fashion to everyday goods, traditional motifs are being seamlessly woven into modern expressions.
Experts emphasize that for traditional culture to become mainstream, a long-term and strategic approach is essential. This includes developing modern content, structured government support, expanding global networks, enhancing educational and hands-on experiences, and incorporating digital technologies.
Merchandise from the National Museum of Korea can be purchased through the museum’s official online store at www.museumshop.or.kr.
For inquiries, contact: +82-2-749-2333 / museumshop@nmf.or.kr
Images available via the National Museum of Korea’s official website.
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