K-pop Demon Hunters hit fuels surge in Korean language learning across U.S.

A Korean language boom is gaining momentum, driven in part by the global popularity of the animated film K-Pop Demon Hunters, which recently won a Grammy Award. Although enrollment in many foreign-language programs has declined nationwide, Korean language classes are expanding. As a result, educators say K-pop fans are increasingly turning cultural interest into structured language study.

In Irvine, the nonprofit Korean American Center (KAC) has seen a sharp rise in demand. According to KAC, adult Korean-language enrollment has doubled since the release of K-Pop Demon Hunters last year. More than 550 students are now taking Korean classes.

KAC attributes the growth to sustained interest in Korean popular culture. Tammy Kim, a director at the center, said discussions about the film frequently come up in class. She added that many students are fans of K-pop and Korean dramas who want to understand lyrics and dialogue directly, rather than relying on translations. About 75% of KAC’s Korean-language students are non-Korean, while second- and third-generation Korean Americans make up a smaller share.

The trend also appears at the Los Angeles Korean Education Center. Deputy Director Lee Sang-beom said Korean-language enrollment has more than doubled since last year. He noted that K-Pop Demon Hunters served as a positive gateway to Korean culture. However, he emphasized that interest had already been rising through global acts such as BTS and Netflix’s series Squid Game.

In addition, growing demand has led the center to open extra K-pop dance classes alongside language courses.

The surge extends beyond Southern California. The New York Times recently reported that people with no personal ties to Korea are increasingly studying the language. Data from the Modern Language Association show that while overall foreign-language enrollments fell 16% between 2016 and 2021, Korean-language enrollment rose 38% during the same period.

Online platforms reflect similar patterns. YouTube hosts numerous videos analyzing Korean lyrics and pronunciation from the film’s title song, “Golden.” Language-learning app Duolingo reported a 22% year-over-year increase in Korean learners last year.

On college campuses, programs continue to expand. At UC Berkeley, the number of introductory Korean courses has grown to nine, with eight designed specifically for non-native speakers.

K-Pop Demon Hunters was released in October last year. On February 1, its lead song “Golden” won Best Song Written for Visual Media at the 68th Grammy Awards. Educators say the recognition has reinforced interest, helping turn pop-culture enthusiasm into sustained academic engagement.

BY YOONSEO SONG   [song.yoonseo@koreadaily.com]