Highlights
- Netflix's Kpop Demon Hunters is launching a new footwear collection with Vans, marking their second collab since December 2025.
- New partnerships, apart from Vans, also spans across fashion, toys, and collectibles, showing how the film is creating a far-reaching consumer brand ecosystem.
- With upcoming global pop-up stores and more brand collabs on the horizon, the franchise is bolstering its retail push on a global note.
One year after making Hollywood history, the Netflix animated film Kpop Demon Hunters is transforming its critical success into a coordinated global merchandising push. The IP is freshly launching a footwear collection yet again in collaboration with Vans.
The Kpop Demon Hunters x Vans initiative will soon be releasing its Golden collection, which will feature a new version of its signature Old Skool sneaker. The golden color of the shoes directly references the film’s popular track, Golden, which recently became the first K-pop song to win an Academy Award for Best Original Song. The drop is seemingly at the center of a multi-industry licensing expansion, showcasing how the commercial footprint of K-pop-based intellectual property is growing across Western consumer markets.
KPop Demon Hunters also Expands Merch Lineup with LEGO & Mattel
This marks the second partnership between Netflix and Vans for the franchise. Based on the same KPop Demon Hunters franchise, Vans launched a collection that featured the film’s fictional musical groups, HUNTR/X and the Saja Boys. The price range for the same ranged from $45 to $85 USD depending on sizing and colorway. Whereas, the upcoming Golden collection, which is scheduled to launch online and in physical stores later this summer, will be retailing Kids sizes at £50.00 (~ $67) and Youth sizes at £55.00 (~ $73).
Kids Old Skool KPop Demon Hunters Shoes
The Vans partnership comes amidst Lego recently introducing two building sets based on the film's breakout characters, Derpy and Sussie Bird. Interestingly, Mattel is also set to launch a line of fashion and singing dolls inspired by the IP. Hasbro is introducing character-themed Furblets, and Jazwares has secured rights for specialized plush toys and Squishmallows variants. This showcases how popular the film is. Notably, KPop Demon Hunters has now officially spent 52 weeks in Netflix’s Global Top 10 rankings.
Youth Old Skool KPop Demon Hunters Shoes
Kpop Demon Hunters Pop-up Stores to Hit Major Cities, with More Brand Collabs
Apart from the merchandise launches, global fandom company Bemyfriends is set to launch its second line of international KPop Demon Hunters pop-ups. These temporary stores are scheduled to hit major cultural and financial hubs of the world, including Seoul, Hong Kong, Tokyo, Los Angeles, Dubai, and Frankfurt, through the rest of the year. Simultaneously, Korean skincare brand Anua is also scaling its existing tie-in with the IP via a new product line and a global marketing campaign.
With more brand collaborations set for disclosure later this week, the active retail expansion with Vans showcases how streaming platforms are increasingly relying on international music and popular content crossovers to boost sustained, multi-sector consumer product ecosystems.
