KPop Demon Hunters Gets New Episodes and Anua Tie-In Update

Netflix has expanded KPop Demon Hunters with 22 new bonus episodes, adding 78 minutes of content to its streaming library. Meanwhile, Korean skincare brand Anua has shared new details about the commercial performance of its KPop Demon Hunters partnership with Ulta Beauty.

What Do the New KPop Demon Hunters Episodes Include?

Netflix has distributed the new episodes across two companion titles, KPop Demon Hunters PLAYlist and KPop Demon Hunters Bonus Content.

The newly introduced KPop Demon Hunters PLAYlist contains 13 episodes:

• HUNTR/X Backstage Pass (6 episodes): Follows Mira, Rumi, and Zoey as they encounter rival idols, a dancing demon janitor, songwriting difficulties, and a costume emergency involving their Golden outfits. Other stories feature Derpy repeatedly visiting their apartment and a promotional photoshoot bringing HUNTR/X and the Saja Boys together.
• KPop Toy Creations (3 episodes): Uses handcrafted stop-motion animation featuring toy versions of the characters. The episodes recreate Rumi and Jinu's relationship, their rooftop meeting, and the battle aboard an airplane.
• Play Games With Us (4 episodes): Features competitions, including a dance battle between doll versions of Rumi and Jinu, fruit-slicing challenges, and ramyeon games. Mira and Abby also participate in a noodle-themed challenge inspired by Red Light, Green Light.

Additionally, the existing KPop Demon Hunters Bonus Content collection has received its second season, titled Dance Videos. This collection contains nine episodes and runs for just under 30 minutes.

It features an animated HUNTR/X rehearsal of How It's Done, showcasing choreography that was not included in the original film. Five live-action dance performance and breakdown videos cover Golden, How It's Done, Takedown, Soda Pop, and Your Idol.

The collection also features choreographers Nain, Leejung Lee, and K-Tigers, who demonstrate the routines and break down the characters' signature movements. Three additional featurettes explore the individual dance styles of Mira, Rumi, and Zoey.

Anua Reports Growth From KPop Demon Hunters Tie-In

CMO of The Founders Inc., the Seoul-based company behind Anua, Michelle Miller, disclosed that the brand's 48-hour pop-up events at Ulta Beauty stores in Santa Monica and Westwood exceeded internal sales targets by more than 62%. She shared the figures during a Nov 11, 2026, interview with Vogue Business.

Queues formed at both locations, although the company did not disclose actual sales figures or its target baseline.

Anua co-founder and co-CEO, Changju Lee, personally approached Netflix to secure licensing rights before pitching the collaboration to Ulta Beauty. The partnership helped Anua obtain additional shelf space and premium in-store merchandising positions across the U.S. retailer.

The partnership continues through February 2027 and includes a short film directed by K-pop music video director Kylie Kang.

Separately, Malaysia's MR.DIY launched a KPop Demon Hunters merchandise collection with a free HUNTR/X bag on qualifying RM 30 (~$7.39 USD) purchases. The campaign runs from Oct 15 to Dec 31 in West Malaysia and Nov 1 to Dec 31 in East Malaysia.

The growing ecosystem highlights the shifting value of entertainment franchises, where long-term engagement increasingly depends on opportunities beyond their original medium.