South Korea –Korean skincare brand Anua has launched a new global campaign tied to its ongoing collaboration with Netflix’s hit franchise, KPop Demon Hunters, as it looks to deepen engagement with the fandom worldwide.
Created by BBH Singapore, the campaign, titled “Gonna Be Glowin”, blends Anua’s skincare products with the high-energy world of KPop Demon Hunters, encouraging fans to embrace their inner HUNTR/X while celebrating self-expression and skincare.
The campaign supports Anua’s limited-edition KPop Demon Hunters skincare collection, which is available globally and features several sunscreen products alongside themed retail activations designed to bring the franchise experience closer to consumers.
At the heart of the campaign is a K-pop-inspired film directed by Kylie Kang of SL8, known for her music video work with artists including SEVENTEEN and aespa.
The film builds on the collaboration’s initial product launch in February 2026, which introduced fans to five co-branded products, including Zero-Cast SPF, Matte SPF, Glow Stick SPF, Ultra-Thin Spot Cover Patch and Honmoon Collagen Mask.
Beyond the hero film, the campaign will extend across social media through creator partnerships and fan-focused activations designed to encourage participation and strengthen community engagement around the franchise.
Rebecca Nadilo, Director of Marketing Partnerships Creative APAC at Netflix, said the collaboration aimed to celebrate the coming together of two Korean brands while drawing inspiration from Korean pop culture and the “glow” associated with both the HUNTR/X characters and Anua’s skincare offering.
Meanwhile, Sascha Kuntze, Chief Creative Officer at BBH Singapore, said authenticity was central to the campaign’s creative approach.
He noted that the team partnered with a prominent K-pop music video director and incorporated numerous Easter eggs throughout the film to reward dedicated fans, while expanding the story into social activations.
The campaign marks the latest effort by brands to tap into entertainment fandoms through deeper cultural collaborations that extend beyond traditional product tie-ins and into community-driven experiences.
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