Traded among students, these stickers, like so much else to do with the hit film -about a K-pop girl group using their golden voices to fight demons - are everywhere in eight-year-old Oona's life. At Kpop Demon Hunters-themed birthday parties she attends, children get goodie bags with movie merchandise and pose for photos with giant cut-outs. Oona cannot decide what she likes most about Kpop Demon Hunters, so she declares: "The characters, and all the dance moves and songs!" Since its release on Netflix last summer, Kpop Demon Hunters has earned recognition on the biggest stages. " While most K-pop tracks are dance music with catchy lyrics, in Kpop Demon Hunters the songs serve to propel the story. " The genre has come a long way since Gangnam Style, the viral Korean track that shattered cultural barriers and YouTube viewing records in 2012. Today, bands like BTS and Blackpink have become regular attendees of Western awards shows, newer groups like Stray Kids and NewJeans increasingly boast members of diverse nationalities, South Korean president Lee Jae Myung has embraced K-pop as a soft power tool to drive diplomacy and economic growth.