Anua Expands KPop Demon Hunters Partnership With Global ‘Gonna Be Glowin’ Campaign

Created by BBH Singapore in collaboration with director Kylie Kang and Studio dof, the global campaign builds on Anua’s collaboration with Netflix’s KPop Demon Hunters through a new push aimed at fans of the franchise.

by APAC Ad Junkie
· June 16, 2026

Korean skincare brand Anua has launched a global campaign in partnership with Netflix’s KPop Demon Hunters, with creative developed by BBH Singapore.

Titled ‘Gonna Be Glowin’, the campaign is part of an ongoing collaboration between Anua and the franchise, and is directed by Kylie Kang of SL8, whose credits include music videos for SEVENTEEN and aespa.

The campaign builds on a February 2026 collection launch that introduced five co-branded products: the Zero-Cast SPF, Matte SPF, Glow Stick SPF, Ultra-Thin Spot Cover Patch, and Honmoon Collagen Mask. The limited-edition collection is available globally.

The campaign extends beyond the hero film to include creator partnerships and social activations aimed at the KPop Demon Hunters fandom.

“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,” said Rebecca Nadilo, Director of Marketing Partnerships Creative APAC, Netflix.

“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, 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.”

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