Korean skincare brand Anua is expanding its collaboration with Netflix’s KPop Demon Hunters through a new global campaign created by BBH Singapore.
Titled “Gonna Be Glowin,” the campaign brings Anua’s gentle but effective skincare into the high-energy world of the hit franchise, inviting fans around the world to unleash their HUNTR/X and own their glow.
The work builds on Anua’s ongoing partnership with KPop Demon Hunters, which includes a limited edition skincare collection featuring sunscreen products and retail activations. The collaboration is available globally and is designed to bring the KPop Demon Hunters universe closer to fans through product, content, and community-driven experiences.
The campaign launches with a K-pop-inspired video directed by SL8’s Kylie Kang, known for music videos for SEVENTEEN, aespa, and other major K-pop acts. The film leans into the visual language of Korean pop culture while layering in details for franchise fans. Watch below:
“As two iconic Korean brands come together, we wanted to honor 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,” said Rebecca Nadilo, director of marketing partnerships, creative APAC at Netflix.
For BBH Singapore, the goal was to make the campaign feel like a piece of culture rather than a conventional brand tie in. “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,” said Sascha Kuntze, chief creative officer at BBH Singapore. “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.”
The campaign follows the February 2026 collection launch, which introduced five KPop Demon Hunters x Anua products: Zero Cast SPF, Matte SPF, Glow Stick SPF, Ultra Thin Spot Cover Patch and Honmoon Collagen Mask.
Beyond the hero film, “Gonna Be Glowin” will extend across social through creator partnerships and fan activations designed to bring the community together around the collaboration.
The campaign positions Anua not simply as a skincare brand appearing alongside a popular entertainment property, but as a participant in the fandom around it. By combining K beauty, K pop visual language and the mythology of KPop Demon Hunters, “Gonna Be Glowin” gives fans another way to engage with the franchise while connecting the idea of glow to both confidence and skincare.
CREDITS:
BRAND: Netflix and Anua
AGENCY: BBH Singapore
- Chief Creative Officer: Sascha Kuntze
- Creative Director: Charlene Chua
- Creative Director: Selena Soh
- Senior Art Director: Melissa Ho
- Art Director: Michelle Kok
- Art Director: Jia Min Tan
- Copywriter: Iki Choi
- Copywriter: Syahmina Abyana
- Copywriter: Tria Casas
- Executive Producer: Wendi Chong
- Senior Producer: Cheryl Tiah
- Head of Client Service: David Anson
- Business Director: Gabrielle Munro
- Account Manager: Nadirah Maswan
- Account Executive: Pei Xuan Soh
- Chief Strategy Officer: Stephane Missier
- Assistant Planning Director: Felicia Ong
- Junior Strategist: Gershayn Phua
- Social Director: Rebekah Anthony
- Senior Social Specialist: Azrayna Adrienne
- Interns: Rusmatin Rosnan, Katherine Taylor
PRODUCTION COMPANY: SL8 Visual Lab
- Director: Kylie Kang
- Production House: Studio dof
- Executive Producer: Ashley Jin Kim, CJ Hwang
- Audio: Mad Planet Limited
- Composer: Steven R Nalepa
- Director of Photography: Jooyoung Ha
COLOR: Lucid
Colorist: Yeom Jiyun
VFX: CAPRA
REELated:
McDonald’s France turned office photocopiers into Lunch Delivery ads
