Anua Expands KPop Demon Hunters Collab with New Campaign

Anua, the rapidly growing Korean skincare brand, is expanding its collaboration with Netflix’s global hit KPop Demon Hunters through the launch of “Gonna Be Glowin’,” a new global campaign inspired by the world of Huntr/X. 

The campaign builds on the success of the February 2026 collection launch, which introduced fans to five KPop Demon Hunters x Anua products: the Zero-Cast SPF, Matte SPF, Sunscreen stick SPF, Mineral SPF, Demon Acne Patch, and Honmoon Collagen Mask. 

Each product blends Anua’s soothing, results-driven formulas with the vibrant aesthetic of the film, letting fans “Awaken the Glow Within”, the theme that now extends seamlessly into “Gonna Be Glowin’.”

The campaign is rooted in cultural authenticity, a core principle for both Anua and KPop Demon Hunters.

By engaging a celebrated K-pop MV director for production, the “Gonna Be Glowin’” video honors Huntr/X not as a brand vehicle, but as iconic figures deserving of the full creative treatment.

The result is a fun and immersive piece of content that speaks to the impact that Huntr /X has had on fans worldwide.

“Gonna Be Glowin’” is the campaign’s hero video, produced in partnership with a renowned K-pop music video director, and is a tribute to the iconic idol group Huntr /X at the center of the film’s KPop Demon Hunters’ universe. 

The video calls out all Hunters (fans and consumers) worldwide to unleash their inner Huntr /X glow: an empowering journey that blends the high-energy fandom of KPop Demon Hunters with Anua’s signature approach to skin that glows from within.

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