ANUA EXPANDS KPOP DEMON HUNTERS COLLABORATION WITH GLOBAL CAMPAIGN

Korean skincare brand Anua has unveiled “Gonna Be Glowin”, a new global campaign created by BBH Singapore as part of its collaboration with Netflix’s KPop Demon Hunters. Featuring limited-edition products, retail activations, and a high-energy K-pop inspired film, the campaign celebrates fandom worldwide while merging skincare with pop culture.

Korean skincare brand Anua is taking its partnership with Netflix’s KPop Demon Hunters to a new level with the launch of a global campaign titled “Gonna Be Glowin”. Created by BBH Singapore, the initiative builds on the success of the February 2026 collection launch and aims to connect with fans worldwide by blending Anua’s gentle yet effective skincare with the high-energy universe of the hit franchise.  

The collaboration goes beyond a conventional brand tie-in, positioning Anua as part of the cultural conversation around K-pop and Korean entertainment. The limited-edition skincare collection includes multiple sunscreen products and retail activations, designed to bring the KPop Demon Hunters world to life for consumers across markets. Products such as the Zero-Cast SPF, Matte SPF, Glow Stick SPF, Ultra-Thin Spot Cover Patch, and Honmoon Collagen Mask have already captured fan attention, and the new campaign seeks to amplify that momentum.  

At the heart of “Gonna Be Glowin” is a campaign video directed by Kylie Kang of SL8, celebrated for her work on music videos for SEVENTEEN and aespa. The film is infused with K-pop energy and layered with Easter eggs for fans, encouraging repeat viewing and deeper engagement. By partnering with one of the most sought-after MV directors, Anua and BBH Singapore have ensured the campaign resonates authentically with the fandom.  

The campaign also extends into social participation, with creator partnerships and activations designed to bring the community together. Fans are encouraged to unleash their HUNTR/X and “own their glow”, a message that ties Anua’s skincare philosophy to the empowering narrative of KPop Demon Hunters.  

Rebecca Nadilo, Director of Marketing Partnerships Creative APAC at Netflix, emphasised the cultural synergy: “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.”  

Sascha Kuntze, Chief Creative Officer at BBH Singapore, highlighted the importance of authenticity: “We wanted the campaign to work as a piece of culture in its own right, so we created something especially for the fans. 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. Just wait.”  

By embedding itself into the KPop Demon Hunters universe, Anua is not only strengthening its brand presence but also celebrating the global fandom that surrounds the franchise. The campaign demonstrates how skincare can transcend product categories to become part of pop culture storytelling, turning cultural scale into consumer engagement and growth.