Korean skincare brand Anua is launching a new global campaign as part of its ongoing collaboration with Netflix’s KPop Demon Hunters. Created by BBH Singapore, “Gonna Be Glowin” brings Anua’s gentle yet effective skincare into the high-energy world of the hit franchise, encouraging fans around the world to unleash their HUNTR/X and own their glow.
As part of the collaboration, Anua has created a limited-edition skincare collection featuring multiple sunscreen products and retail activations. Available globally, the collaboration brings the KPop Demon Hunters universe to life for consumers around the world.
The Anua x KPop Demon Hunters Partnership allows Anua to go beyond the conventional brand tie-in by connecting and celebrating the worldwide fandom of the Movie and the IP.
Aimed at engaging the KPop Demon Hunters fandom, the “Gonna Be Glowin” campaign kicks off with a high-energy K-pop inspired campaign video directed by SL8’s Kylie Kang, known for her K-pop MVs for SEVENTEEN, aespa, and more.
The campaign video 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, Glow Stick SPF, Ultra-Thin Spot Cover Patch, and Honmoon Collagen Mask.
The campaign extends to fan participation on social, through creator partnerships and activations that bring the community together in celebration.
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.”
CREDITS
Clients:
Netflix and Anua
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:
Director: Kylie Kang (725 of SL8 Visual Lab)
Production House: Studio dof
Executive Producer: Ashley Jin Kim, CJ Hwang
Audio: Mad Planet Limited
Composer: Steven R Nalepa
Director of Photography: Jooyoung Ha
Colorist: Yeom Jiyun (LUCID COLOUR)
VFX: CAPRA