Look Sports Media – Riot Games’ virtual K-pop sensation, K/DA, is experiencing a remarkable resurgence, thanks to the unexpected success of Netflix and Sony Pictures Animation’s KPop Demon Hunters. Data from looksports.media reveals a significant surge in K/DA’s Spotify streams and monthly listeners since the film’s release, a phenomenon directly linked to the striking similarities between K/DA and the movie’s in-universe girl group, Huntr/x.
Initially popularized by their 2018 League of Legends World Championship debut single, "Popstars," K/DA’s star power continued to shine with a 2020 comeback. This success stands in contrast to Riot Games’ less successful foray into a virtual boy group, Heartsteel. The numbers speak for themselves: League Charts indicates a massive increase of over 225,000 monthly listeners and a 32% jump in streams, totaling over a million additional plays in just over a week following KPop Demon Hunters’ premiere. This clearly demonstrates a strong fan connection between the two virtual groups.
The parallels between K/DA and Huntr/x go beyond the obvious: both are virtual K-pop girl groups with a similar aesthetic. Huntr/x’s branding, down to the font, heavily draws inspiration from K/DA’s All Out EP. Both groups boast a polished, runway-model visual style, further fueling the comparisons. Adding another layer of intrigue, both groups feature the voices of members from the popular K-pop group Twice – Ji-hyo and Chae-young are featured in both K/DA’s past collaborations and KPop Demon Hunters’ end credits.
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However, the film’s success isn’t without controversy. Accusations of imitation have surfaced, with fans pointing out similarities between Huntr/x and other prominent K-pop groups like IVE and Itzy. The most significant backlash, however, stems from the striking resemblance between Huntr/x member Rumi and Blackpink’s Jennie, leading to accusations of image appropriation by Blackpink fans. Social media exploded with discussions, fueled by a leaked statement allegedly from the film’s director confirming Jennie as a reference for Rumi’s design.
Further controversy arose from accusations of cultural appropriation by Chinese netizens, who criticized the use of Pan Chang knots, claiming they are a part of Chinese culture. However, KPop Demon Hunters character effects artist Yongjoon Choi clarified on Twitter that the knots are based on the Korean norigae. Professor Seo Kyung-duk from Sungshin Women’s University added another layer to the debate, highlighting the hypocrisy of criticism coming from Chinese viewers who likely accessed the film through piracy, essentially "stealing" the very content they accuse of theft.
The KPop Demon Hunters phenomenon highlights the complex interplay between virtual groups, fan engagement, and the ever-blurring lines of inspiration and imitation in the vibrant world of K-pop. While K/DA enjoys a renewed surge in popularity, the film’s success is undeniably intertwined with its controversies.
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