Netflix is expanding the KPop Demon Hunters universe off-screen. An immersive Netflix House experience will open later this year in both Dallas and Philadelphia. It will let fans step directly into the world of the film. Tickets and further details haven’t been announced yet, but the reveal has already generated serious buzz.
Netflix Chief Marketing Officer Marian Lee spoke exclusively to Variety about the experience, explaining how the team approached it: “With ‘KPop Demon Hunters,’ the question was, ‘How do we bring all the elements of the film into the House?'” Part of that answer involves a fan-favorite character. The experience will include a giant Derpy character that fans can take photos with.
Music is just as central to the concept.
“Music is a key component. We’ve done a lot of research, and the fans have told us, they want music, they want singing, they want to be singing, they want to watch singing, and so we’ve taken all those elements.”
Lee was direct about it
That focus on fan feedback makes sense given how massive this film has become. Since its release, KPop Demon Hunters has spent 52 consecutive weeks on Netflix’s Top 10 list. It became the streamer’s most-watched movie ever. It also won both the Oscar and Grammy for best original song for “Golden.” “Golden” also made the film’s co-director and co-writer Maggie Kang the first woman of Korean descent to win the Oscar for Best Animated Feature.
EJAE, who provides the singing voice of Rumi in the film, along with Mark Sonnenblick and South Korean hit factory the Black Label, became the first Koreans to win the best original song Oscar.
Netflix has done this kind of fan activation before.
The streamer has a track record of transforming popular titles into immersive experiences. Past iterations included Wednesday: Eve of the Outcasts, One Piece: Quest for the Devil Fruit, and Squid Game: Survive the Trials. Each gave fans a chance to physically inhabit a world they’d only seen on screen.
Lee described the goal simply: “We think about what is the most immersive thing we can offer fans that is fun to do over the course of an hour.” Repeat visits are part of the plan too. She expressed hope the experience would give fans a chance to escape reality. This is a core mission behind Netflix House. She added, “We want people to come back frequently.”
The KPop Demon Hunters rollout isn’t stopping at Dallas and Philadelphia. Lee also teased additional pop-ups and events happening worldwide, saying simply, “There is no shortage of ideas.” Netflix and AEG Presents are also teaming up on a live world tour for fans of the film.
Tickets and further information about the immersive Netflix House experience will be released later this year.
