Maggie Kang, co-director of Netflix's animated blockbuster "KPop Demon Hunters," believes the film's unprecedented global success stems from its exploration of shame and insecurity—universal emotions that resonate with audiences worldwide. Speaking at a press conference in Seoul on Friday, the Canadian-Korean filmmaker explained how she deliberately chose to center her story around these complex feelings, which are rarely explored in animated features.
"I think everybody knows what it feels like to hide parts of themselves, or be ashamed of something. So I think everybody can relate to that," Kang said during the event. The director's bold decision to tackle such emotionally complex themes has clearly paid off, as the film has become a cultural phenomenon since its June 20 premiere.
The animated feature has achieved remarkable commercial success, currently ranking as Netflix's second-most watched film of all time. Industry insiders predict it will soon surpass the current champion, the action-comedy "Red Notice," to claim the top spot. Beyond streaming numbers, the film's soundtrack has also dominated the Billboard charts, demonstrating its crossover appeal into the music industry.
Kang illustrated the film's broad demographic reach by sharing a touching encounter with a young viewer. At a recent screening, a six-year-old girl approached the director to express how deeply she connected with Rumi, the lead singer of the fictional girl group Huntr/x featured in the film. "The girl said, 'You know, I hide things from my friends, because I don't want to be judged, or I'm scared what they will think,'" Kang recounted. "So I think that's kind of the reason why it's been able to speak to so many demographics, regardless of age or race or culture."
"KPop Demon Hunters" follows the adventures of Huntr/x, a three-member K-pop girl group living extraordinary double lives. By day, they pursue their music careers, but by night, they transform into supernatural warriors protecting the world from demonic threats. The group battles formidable enemies including the powerful overlord Gwi-Ma and the menacing soul-stealing Saja Boys, blending high-energy musical performances with intense supernatural action sequences.
The film represents Kang's feature directorial debut, though she brings extensive industry experience to the project. As a longtime animation veteran, she has worked at prestigious studios including DreamWorks Animation and currently holds a position at Sony Pictures Animation. Her deep understanding of the medium is evident in the film's sophisticated approach to cultural representation and storytelling.
One of the film's most striking achievements is its seamless integration of Korean cultural elements with universal themes. Kang boldly incorporated authentic aspects of Korean culture, from traditional shamanism and popular street foods to contemporary pop culture phenomena. Rather than diluting these elements for international audiences, she remained committed to authentic representation, confident that viewers would embrace the specificity.
"I did not want to hide anything," Kang emphasized, adding, "I believed they will eventually." This approach reflects her deep faith in storytelling's power to transcend cultural boundaries and her refusal to compromise her artistic vision for broader commercial appeal.
The director also expressed her profound belief in cinema's ability to unite people across different backgrounds and cultures. She views film as a powerful art form capable of breaking down barriers and fostering understanding between diverse communities. "Anywhere you go in the world, everybody wants same things, like love, security and acceptance," she explained. "When you tell a story that kind of encompasses all of that, it's inevitable that you will reach a global audience."
Kang's success with "KPop Demon Hunters" demonstrates how authentic cultural storytelling, when combined with universal emotional themes, can achieve both critical acclaim and massive commercial success in today's global entertainment landscape.
