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Anua launched a new campaign film centered on KPop Demon Hunters.

Jun 15 2026

Anua launched a new campaign film centered on KPop Demon Hunters. The K-beauty brand is building off its February KPop Demon Hunters collection with the launch of “Gonna Be Glowin,” an immersive music video produced by popular K-pop music video directors. The campaign centers the brand’s SPF products and is inspired by the movie’s girl group HUNTR/X, filled with references to the viral movie and its soundtrack by blending animation with real-world shots. Entertainment has become an effective strategy for K-beauty brands that want to get in front of Western Gen Z audiences. K-beauty has already been embraced by Gen Z around the world—YPulse data shows Asian beauty products remain the top trend in Gen Z’s eyes year after year. But young people’s engagement and infatuation with KPop Demon Hunters gives these brands yet another fresh cultural bridge to reach even more. (Beauty Packaging)

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