K-beauty brand Anua expands KPop Demon Hunters collaboration with new global campaign by BBH Singapore

Singapore: Korean skincare brand Anua has unveiled a new global campaign as part of its expanding collaboration with Netflix’s KPop Demon Hunters, bringing together skincare, entertainment, and fan culture through a high-energy creative platform designed for global audiences.

Created by BBH Singapore, the new campaign titled “Gonna Be Glowin” extends Anua’s partnership with the hit franchise by placing the brand’s gentle yet effective skincare solutions into the energetic and visually immersive world of KPop Demon Hunters. The campaign encourages fans worldwide to embrace their inner HUNTR/X and celebrate self-expression through skincare and confidence.

Building on the collaboration, Anua has also introduced a limited-edition skincare collection alongside retail activations aimed at bringing the KPop Demon Hunters universe to life for consumers globally.

Unlike conventional brand collaborations, the partnership positions Anua at the intersection of Korean beauty and entertainment culture, tapping into the growing global influence of K-pop fandoms and immersive brand storytelling.

At the centre of the campaign is a K-pop-inspired brand film directed by SL8’s Kylie Kang, known for her work on music videos for global K-pop acts including SEVENTEEN and aespa. Designed to resonate with fans of the franchise, the film combines high-energy visuals with references and hidden details intended to deepen engagement with the KPop Demon Hunters community.

The latest campaign builds on the momentum generated by the collection launch earlier this year, which introduced five collaborative products under the Anua x KPop Demon Hunters line-up: Zero-Cast SPF, Matte SPF, Glow Stick SPF, Ultra-Thin Spot Cover Patch, and Honmoon Collagen Mask.

Beyond the campaign film, the collaboration will continue through social media activations, creator partnerships, and fan-led engagement initiatives designed to extend participation and community interaction.

Rebecca Nadilo, Director of Marketing Partnerships Creative APAC at Netflix said, “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 said, “Authenticity is key to Anua’s partnership with KPop Demon Hunters and 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.”