The global craze for the Netflix animation "K-pop Demon Hunters" ("KDH") is sparking controversy as Chinese internet users are exploiting it without permission to promote their own animation "Ne Zha 2."
Seo Kyung-duk, a professor at Sungshin Women's University, said on the 11th via his social media (SNS) that Chinese internet users are posting promotional content that mentions both a character appearing in "KDH" and the protagonist of their domestic animation "Ne Zha 2," or attaches the "#KDH" hashtag, criticizing it as "not content with watching illegally, an absurd attempt to ride the wave of KDH's global popularity."
"Ne Zha 2" is an adaptation of the ancient mythic hero "Ne Zha" from the Chinese classic novel Investiture of the Gods (封神演義). It opened in North American theaters on Aug. last year but was a box office flop. The Chinese government provided massive support and even cast Michelle Yeoh to produce an English-dubbed version, but it failed to draw the interest of global audiences.
Professor Seo warned, "It is time for Chinese netizens to stop," adding, "Stop promoting using other people's content, and end illegal viewing and the sale of knockoff goods."
Meanwhile, issues of illegal viewing and merchandise related to "KDH" continuing to circulate on global online marketplaces are being raised as well. Some Chinese internet users have also claimed that "KDH" stole Chinese culture.