Chinese Netizens Exploit Netflix's K-Pop Demon Hunters Success to Promote Domestic Content
A Korean academic has exposed Chinese internet users for systematically exploiting the record-breaking success of Netflix's "K-Pop Demon Hunters" to illegally promote their own struggling animation "Ne Zha 2."
Unauthorized Promotional Tactics Discovered
Professor Seo Kyung-duk of Sungshin Women's University revealed that Chinese netizens have been posting content combining characters from both films, using "K-Pop Demon Hunters" hashtags in posts about "Ne Zha 2," and creating composite images featuring both animations' characters.
This calculated exploitation comes as "K-Pop Demon Hunters" became Netflix's most-watched movie ever with 236 million views, while "Ne Zha 2" failed dramatically in the US market, earning only $1.5 million during its opening weekend despite a massive global success of over $2.2 billion.
Massive Piracy Scale Exposed
Despite Netflix being unavailable in China, over 7,000 reviews of "K-Pop Demon Hunters" have been posted on Douban, China's major review platform, indicating widespread illegal viewing.
"They're even watching it illegally and then turning around to criticize it," Professor Seo stated. "Some are claiming that the movie features repeated use of Chinese knots and accusing it of cultural theft-these claims are completely absurd."
Record-Breaking Korean Success vs Chinese Failure
"K-Pop Demon Hunters" made history by becoming the first soundtrack to have four songs simultaneously in the Billboard Hot 100 top 10 over the chart's 67-year history. The film's "Golden" reached No. 1, with "Your Idol" at No. 4, "Soda Pop" at No. 5, and "How It's Done" at No. 10.
Meanwhile, "Ne Zha 2," despite being China's most expensive animated film with a $80 million production budget, struggled internationally and was rejected by American audiences who increasingly favor domestic content over Chinese productions.
Pattern of IP Violations
This incident follows similar piracy patterns with other Korean content including "Squid Game," with nearly 60,000 reviews posted on Chinese platforms despite Netflix being unavailable. Chinese e-commerce platforms also sell counterfeit merchandise from Korean properties at prices clearly indicating no licensing agreements.
Cultural Hypocrisy Highlighted
Some Chinese netizens have attempted to counter-accuse "K-Pop Demon Hunters" of cultural appropriation, claiming traditional elements were "stolen from Chinese heritage" - accusations made while simultaneously accessing the content illegally.
"Instead of making baseless claims that 'Korea is stealing Chinese culture,' they should first learn to respect the cultures of other countries," Professor Seo emphasized. "What's worse than the piracy itself is the fact that there's absolutely no sense of shame about it."
Economic Stakes
Netflix acquired what industry experts call a potential billion-dollar franchise, with "K-Pop Demon Hunters" surpassing the previous record-holder "Red Notice" and its 230.9 million views. The film became Netflix's most popular English-language film ever and generated sold-out theatrical sing-along screenings worldwide.
The controversy underscores growing tensions over intellectual property rights as Korean cultural content achieves unprecedented global success, making it an attractive target for unauthorized exploitation by audiences frustrated with their own entertainment industry's international limitations.