Following the global success of Netflix’s original animated series K-Pop Demon Hunters, interest is growing in Baekho, one of Seoul’s official characters from the Haechi & Seoul Friends lineup.
The series, which topped Netflix charts in 40 countries and saw its soundtrack enter Billboard rankings, has sparked renewed attention to Korean traditional imagery—especially tigers.
Many international viewers have noted the similarities between the show’s popular tiger character “Duffie” and Seoul’s Baekho, both of which are inspired by the white tiger of traditional Korean mythology. A recent post on Seoul’s official international social media channels comparing the two earned over 200 likes and sparked enthusiastic comments.
Seoul was quick to respond to the attention. The city plans to expand its global marketing efforts by launching Baekho-themed promotions.
From August 1, the Seoul Design Foundation will host a two-week “Summer with Baekho and Friends” event both online and at the DDP Design Store. Special items, including limited-edition Baekho acrylic keyrings, will be sold at a 10% discount, alongside other goods like plush toys, magnets, and luggage tags.
Seoul’s international social media accounts will also feature interactive Baekho content. Starting August 1, limited-edition Baekho stickers will be distributed online.
Users who participate in the “Visit Seoul Landmarks from the Show” photo challenge will receive stickers, with keyring giveaways planned for later in the month. Short-form reels showcasing Baekho’s role in the K-Pop Demon Hunters universe have also been released through Seoul’s multilingual social media platforms.
Beyond Baekho, the show has helped shine a spotlight on Seoul itself. Landmarks like N Seoul Tower and Bukchon Hanok Village, featured in the animation, are seeing renewed interest from overseas viewers, with many expressing a desire to visit the city.
Seoul officials say more character-driven goods inspired by traditional Korean elements such as gat (traditional hats), daenggi (hair ribbons), and bok pouches will be released later this year.
