"In the end, I think the charm of this movie lies in the 'story.' Because of the story, you can genuinely empathize with all the characters. Wherever in the world you go, people ultimately want to be loved, feel secure, and be accepted by others. From that perspective, I believe K-Pop Demon Hunters is a story to which everyone can relate."
Director Maggie Kang explained the secret to the success of K-Pop Demon Hunters at a press conference for the Netflix film held on the 22nd at 2 p.m. at CGV Yongsan I-Park Mall.
K-Pop Demon Hunters is an action fantasy animation that tells the story of 'Rumi,' 'Mira,' and 'Joy,' K-Pop superstars who act as hidden heroes protecting the world behind dazzling stages. The film, which was released on June 20, is currently ranked first in the Netflix TOP10 movie sector as of August 22, two months after its release.
Director Kang's dream for K-Pop Demon Hunters dates back to her childhood. Kang, a Korean-Canadian, said, "I was surprised to see a teacher who couldn't find Korea on the map during my school days," and noted, "From that moment, I felt a vague desire to promote our country." Carrying this vague hope, Kang built her career by participating in Hollywood works such as Shrek, Puss in Boots, and Kung Fu Panda. When she finally got the chance to direct, she decided to create an animation set in her homeland, 'Korea.'
The chosen theme combines K-Pop and shamans. This seemingly unusual combination was born out of a desire to make a film about K-Pop while searching for a 'unique Korean image.' Kang noted, "I thought that images like grim reapers or goblins are special parts of our culture, which naturally led to the idea of demon hunters," and added, "As this thought merged with my desire to create a K-Pop movie, an interesting concept emerged." Especially, Kang remarked, "I thought of shaman rituals as similar to concerts," saying that the idea of defeating evil spirits through music and dance connected with shamans.
Although it presents a heroic narrative of defeating evil spirits, the theme is 'shame.' It captures the fear of not being accepted by those around you and the vulnerability of wanting to be loved. Kang emphasized, "Many creators and directors want to change the perception that animation is content only for children," and stated, "To do this, I wanted to showcase a very mature theme through characters like superheroes, along with spectacular visuals."
She persistently focused on detail. She felt disappointed by the reality that content dealing with Asian culture is superficially consumed by Western creators. Reflecting on a scene from the China-based film Mulan where the protagonist wears clothing similar to a kimono, she said, "If I were to make a true Korean movie, I thought that the details must be absolutely accurate." Indeed, scenes in the work where the HuntRix members eat Korean soup and enjoy kimbap have been praised for reflecting Korean details faithfully.
The process of producing the work was not smooth. It took a full 7 years to complete. The biggest obstacle was the song 'Golden' for the main character, 'Rumi.' Kang expressed her struggle by saying, "Through this song, the audience must clearly understand each character's growth narrative." She further explained, "I believed that the higher and more difficult the high notes, the more intense the audience's emotions would be and the greater the impact." Thus, she felt compelled to create a song that was challenging to sing. After multiple revisions, when the final version was completed, Kang revealed she wiped away tears in the car.
Kang cited 'authenticity' as the most important factor for the continued success of K-content. She stated, "The moment a film director becomes conscious of others' views or merely adjusts to the audience's expectations, authenticity disappears," and added, "When you confidently present Korea's unique perspective, you can receive more love from the audience."
Meanwhile, Director Kang also unveiled plans for her next project. She hinted, "There are still many stories I haven't shared with the fans," and noted, "Jinwoo might not have died." She emphasized her desire to present works based on various Korean music styles, such as trot and heavy metal.