KPDH fans coalesce around three key points: the hugely-viewed film itself, the movie’s smash-hit soundtrack and a developing subculture devoted to the film’s aesthetics, from fashion to cosplay. Understanding the allure and intricacies of each is essential for brands seeking to tap into this fandom’s skyrocketing potential.

With the film hitting Netflix’s top 10 in 93 countries, this phenomenon has become a global monoculture event with a generation-spanning fandom, capturing kids’, teens’ and parents’ hearts and minds. Peeling back the layers of KPDH’s appeal across hype-building interactivity, earnest life lessons and joy-generating escape, we outline the must-known cohorts (tracked by age) including Alpha Addicts, Teen Earnest Enthusiasts & the Parental Nostalgics.

Initially a sleeper hit on streaming, KPHD has also become an offline phenomenon thanks to fans hungry for opportunities to take their fandom into the real world. Spearheaded by Netflix deals with entertainment venues, KPDH fandom hot spots now include sell-out, rambunctious IRL singalong screenings and a new immersive fan zone in Seoul theme park Everland.

Lovers of the KPDH world are building a growing wealth of fan-made companion content, feeding the 61% of global 14-44-year-olds who say they watch fan-made content about their favourite entertainment. Key areas to watch include fan fiction, including AI-made imaginings of fake BTS content, clubs making fandom membership official and ranks of lore-decoders delivering breakdowns of the movie’s interpolations of Korean mythology.