Slaying demons? Anua wants you glowing while you’re at it

Korean skincare brand Anua has launched a new global campaign as part of its ongoing collaboration with Netflix’s KPop Demon Hunters, bringing its gentle yet effective skincare into the high-energy world of the hit franchise.

Created by BBH Singapore, the campaign, titled “Gonna be glowin”, invites fans around the world to unleash their HUNTR/X and own their glow. The campaign supports Anua’s limited-edition KPop Demon Hunters skincare collection, which features multiple sunscreen products and retail activations.

Available globally, the collaboration brings the KPop Demon Hunters universe to life for consumers, while allowing Anua to move beyond a conventional brand tie-in by connecting with and celebrating the franchise’s worldwide fandom.

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Aimed at engaging KPop Demon Hunters fans, “Gonna Be Glowin” launches with a high-energy K-pop-inspired campaign video directed by SL8’s Kylie Kang, who is known for her K-pop music videos for acts such as SEVENTEEN and aespa.  

The campaign video follows three friends as they weave Anua products into their everyday routines, from a day by the pool to travelling and exploring the city. These real-world moments are intercut with scenes from the film, featuring familiar KPop Demon Hunters characters such as HUNTR/X’s manager and the three elderly ahjummas ('grandmas') reinforcing the connection between Anua’s skincare world and the movie’s vibrant universe.

The campaign also video builds on the success of the February 2026 collection launch, which introduced fans to five KPop Demon Hunters x Anua products including Zero-cast SPF, Matte SPF, Glow stick SPF, Ultra-thin spot cover patch, and Honmoon collagen mask.

Beyond the film, the campaign will extend into social through creator partnerships and fan activations designed to bring the community together in celebration of the collaboration.

Rebecca Nadilo, director of marketing partnerships creative APAC at Netflix, said the campaign was designed to celebrate the cultural connection between the two Korean brands.

"As two iconic Korean brands come together, we wanted to honour that with a campaign that felt true to Korean pop culture and brought to life HUNTR/X glow energy on the inside, and Anua glow on the outside," explained Nadilo. 

Sascha Kuntze, chief creative officer at BBH Singapore, added that authenticity was central to the partnership. "Authenticity is key to Anua's partnership with Kpop Demon Hunters and we wanted the campaign to work as a piece of culture in its own right, so we created something for the fans," said Kuntze. 

"First, we partnered with K-pop's most sought after MV director and wrapped countless easter eggs into a film that begs to be watched over and over, and then we're taking the lore to social activations," he added. 

The partnership arrives as KPop Demon Hunters continues to expand its cultural footprint beyond the screen.

In October last year, Netflix named Mattel and Hasbro as co-master toy licensees for the franchise. The partnerships will see global product rollouts from 2026, spanning dolls, action figures, plush, playsets, role play items, collectibles and branded collaborations. Among the first releases was Hasbro’s MONOPOLY Deal: KPop Demon Hunters, which began shipping in January this year.

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