What K-Pop Demon Hunters Taught Me about Branding (And Why ADHD Female Entrepreneurs need to Hear It)

SPOLIER ALERT: If you haven't watched K-Pop Demon Hunters yet, bookmark this post and come back after your Netflix Binge.

If you think a glitter-soaked, demon-slaying K-Pop film has nothing to teach you about branding your business, think again. K-Pop Demon Hunters is basically a 100-minute masterclass in visibility, storytelling and owning your difference - wrapped in high notes and fight scenes.

It's week three of the summer holidays, and as a mum of two mini-minions, I've now see it enough times to quote half the script and hum the soundtrack in my sleep (Yes, Golden is currently number one in the UK, and yes, of course it's on repeat in my Spotify.)

And as a brand strategist and designer who helps women blend their personal and business brands, I couldn't help but notice how many lessons this film throws at you - if you're paying attention.

So here they are: 7 branding tips from K-Pop Demon Hunters.

1. Your Brand is your Honmoon

   
   

   In the film, the Honmoon is a shimmering magical barrier that keeps demons locked away. Only the "Chosen Ones" can maintain it.

   Your brand is the same - it's your shield. It keeps out the wrong opportunities, protects your energy, and makes sure only the right people get in. As an ADHD female entrepreneur, that shield is everything. You get to decide what's visible to the world and what stays behind the barrier.

   
   

2. Don't Hide Your Patterns

   
   

   When Rumi (lead signer of HUNTR/X) finally reveals her glowing demon markings under the stage lights, you can feel the air change. At first, her bandmates step back. By the finale, when she owns it, they're right beside her.

   
   

   Sound familiar? Many of us have been told we're too much, too loud, too weird. So we tone ourselves down to be accepted. But in branding, the thing you've been hiding is often the exact thing that will make your audience fall in love with you. Own it, light it up, and watch the right people step closer.

   
   

3. Sell with Emotion

   The reason Golden is stuck in everyone's head isn't just the beat - it's the way the lyrics feel.

"No more hiding, I'll be shining like I'm born to be..."

That's branding gold. We make decisions with emotion and justify with logic. Your content doesn't need to be a song, but it does need to spark something real.

Speaking of emotions, if you're getting super overwhelmed building your brand then go get my Vibe-First Branding System that builds your brand on energy and vibes, not to-do lists.

4. Learn Your Audience's Inner Monologue

   After Rumi's patterns are revealed, the group splinters. Everyone - bandmates, manger, even Rumi herself - is battling their own internal voice of doubt.

   
   

   Your audience has their own running monologue too: "I need to see a ROI before I invest again." or "Maybe I'm just not cut out for this." If you can name those fears and offer an alternative story, you win trust before you've sold a thing.

   
   

5. Lead with Vision, Not just Service

   HUNTR/X's mission isn't just to sing well - it's to turn the Honmoon golden and trap the demons forever.

   
   

   Your vision is the same: bigger than any single service you offer. Don't just promise 12 weeks to results. Show your audience how their life, business, or identity changes forever when they work with you.

   
   

6. Your Fans Matter More Than You Think

   In the movie, the energy from the crowd literally fuels the group's ability to fight. Your brand is no different. The people who cheer you on - clients, followers, community - are not just a nice to have. They're your lifeblood.

   
   

7. Keep it Golden

   By the end, Rumi and her team are stronger, more visible, and more themselves than ever before. That's the goal of branding: a version of you that's golden. Not because you're perfect, but because you've stopped hiding the parts that make you powerful.

   
   
   
   

   Your brand is more than fonts, colours or a killer Instagram grid. It's the story you tell, the patterns you show, the emotion you stir, and the vision you lead with.

   
   

   And if you can package that with a little K-Pop sparkle? Even Better.

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Katie is the Founder of Keppel Leopard Creative: The Brand Strategy and Design Agency on a mission to help ADHD Female Entrepreneurs unmask and show their true identities. Check our Services.