KPop Demon Hunters: How TikTok Fan Edits Fueled a Film's Success

The question of how to build an enduring fandom took center stage at a recent industry panel, revealing a surprising answer: sometimes, the audience builds it themselves. A discussion at the 2026 Sundance Film Festival illuminated this modern phenomenon, focusing on the unexpected success of the film KPop Demon Hunters.

During the Storytelling for Fans panel, the film's screenwriter, Hannah McMechan, made a striking admission about the movie's journey to popularity. She attributed its success almost entirely to the creative energy of its audience, specifically citing the role of TikTok fan edits in driving the film's visibility and cultural impact.

The discussion took place at the Adobe House during the prestigious Sundance Film Festival in 2026. The event, titled Storytelling for Fans — The Future of Audience Engagement, was a collaboration between Variety and Adobe. It brought together key industry figures to dissect the evolving relationship between creators and their audiences.

Moderated by Variety's Angelique Jackson, the panel featured a diverse group of experts. Alongside screenwriter Hannah McMechan, the lineup included Stacy Martinet, who serves as the Vice President of Marketing Strategy & Communications at Adobe. Together, they explored how digital tools and platforms are reshaping the landscape of film promotion and community building.

The core revelation from the panel came from Hannah McMechan's candid assessment of KPop Demon Hunters' marketing. She explained that the film's viral momentum was not the result of a massive, pre-planned advertising budget. Instead, it was a grassroots movement that began with viewers creating and sharing their own content.

According to McMechan, the film's promotional footprint was surprisingly minimal. She stated that there was essentially no other marketing campaign beyond a single trailer. The true engine of its success was the organic spread of fan-made edits on platforms like TikTok, which created a powerful and self-sustaining buzz that traditional marketing could not replicate.

There really was no other marketing other than a trailer.

This organic approach allowed the film to find its audience in a more authentic way. The fan edits served as a powerful form of word-of-mouth, creating a shared cultural experience that resonated deeply with viewers and helped transform a simple film release into a community event.

The success of KPop Demon Hunters points to a broader shift in the entertainment industry. The panel discussion, Storytelling for Fans, underscored that audience engagement is no longer a one-way street. Modern fandoms are active participants, not passive consumers, and their creative contributions can be more valuable than a traditional marketing campaign.

This new model relies on several key elements:

• Providing content that is easily remixable and shareable
• Trusting the audience to interpret and expand upon the story
• Recognizing that fan creativity is a powerful marketing asset
• Embracing platforms like TikTok as primary channels for discovery

The panel, featuring experts from both creative and technical backgrounds like Adobe, highlighted how digital tools have democratized content creation. This has empowered fans to become co-creators in the marketing process, building a more resilient and passionate community around the films they love.

The conversation at the Adobe House provided a clear blueprint for the future of audience engagement. The case of KPop Demon Hunters demonstrates that a film's success is no longer solely dependent on its promotional budget but on its ability to inspire its audience.

By fostering a creative environment where fans feel empowered to contribute, studios can unlock a powerful, organic marketing force. The insights from Hannah McMechan and the Variety panel suggest that the most enduring fandoms are those built on a foundation of shared creativity and mutual respect between creators and their audience.