K-Pop Animation as a Global Cultural Brand: A Netnographic Study of K-Pop Demon Hunters

This study employs a netnographic approach to examine audience engagement with animated non-human influencers in the film K-Pop Demon Hunters, analyzing online discussions to explore how K-pop-inspired animated characters captivate global audiences. Through analysis, the study identifies five key engagement themes. Findings reveal that source- and content-related factors foster parasocial relationships through K-pop-inspired personas, authentic cultural portrayals, and compelling narrative arcs. The study contributes to the literature by demonstrating how K-pop-based animated non-human influencers function as credible agents within the Hallyu wave, leveraging actor-network theory to highlight networked interactions among characters, cultural content, and global audiences. Practical implications suggest that media creators and entertainment professionals can enhance global engagement by designing culturally resonant animated characters and cross-media campaigns.