Netflix’s animated film ‘K-Pop Demon Hunters’ is moving beyond the screen and heading to actual concert venues! With Netflix officializing plans for a global concert tour, the possibility of seeing the movie’s girl group, Huntress, perform on a real stage has finally opened up.
During the 2026 Upfront presentation on the 13th (local time), Netflix announced that it will hold a ‘K-Pop Demon Hunters’ global concert tour in partnership with global performance promoter AEG Presents. Detailed information, including host cities, schedules, and ticket sales, will be revealed later this year.
This tour is seen as an attempt to expand video-centric IP into the performance industry. Netflix plans to bring the music, concert scenes, and K-pop performance elements from the movie to life in an actual live stage format. This approach transforms the content from a simple viewing experience into a live performance product that fans can experience directly on-site.
‘K-Pop Demon Hunters’ tells the story of the K-pop girl group Huntress, who are pop stars on stage and hunters fighting evil spirits off stage. In the movie, concert scenes and music served as key narrative devices. Because of this, the tour is more than just a simple OST concert; it is an experiment in bringing the work’s worldview and fandom culture to a real stage.
It is particularly meaningful as it adopts actual K-pop performance conventions. Although Huntress is not a real-life group, they have built a genuine fandom and grown their presence on music charts and social media since the movie’s release. By bringing these virtual artists to real concert venues, Netflix is expanding its on-site IP to target global fandoms.
The foundation for success is already there. According to Netflix, ‘K-Pop Demon Hunters’ has surpassed 500 million cumulative views since its release last June, becoming one of the most-watched movies on the platform. The OST ‘Golden’ also enjoyed massive success, recording number one on the US Billboard ‘Hot 100’ for seven consecutive weeks. After the popularity of the video content led to music success, it is now expanding into the performance market.
The industry views this as a case where a single IP sequentially penetrates platforms, the music market, and the performance industry. While OTT content expansion usually leads to sequels, spin-offs, merchandise, or pop-up stores, ‘K-Pop Demon Hunters’ is evaluated as a step further by connecting the music and performance-centric nature of the work to an actual concert tour.
However, the quality and continued success of the tour will depend on the actual cast. It has not yet been revealed whether Lee Jae, Audrey Nuna, and Rei Ami, who provided the vocals for Huntress in the movie, will participate. It is also undecided how stages related to Saja Boys, another popular group in the work, will be implemented. The fandom’s reaction and the overall impact of the show will likely depend on the actual singers, performers, and stage production.
Nevertheless, this project is drawing attention as a testbed for OTT platforms to expand their influence into the music and performance markets. If a model where movies, music, and performances are combined within a single IP operates stably, it could change the revenue structure and expansion methods for streaming content.
The global concert tour of ‘K-Pop Demon Hunters’ shows a trend of content moving from screen-centered consumption to actual physical spaces. All eyes are on how convincingly Netflix can realize Huntress’s stage and whether this attempt can establish itself as a new model for OTT IP business.
