What We Can Learn about Relatability from Kpop Demon Hunters and Labubu

In this episode of Culture and Code, Rei and Tara discuss the recent popularity of fictional characters like K-Pop Demon Hunters and Labubu and what we can learn about relatability and escapism.They explore the concept of escapism and its appeal through multidimensionality and contradiction, making these characters relatable. The conversation delves into the unexpected success of K-Pop Demon Hunters on Netflix, the strategic missteps by Sony, and how modern brands could leverage multidimensionality in their narratives. Key TakeawaysSony’s misstep and Netflix’s luckSony’s $100M misstep and Netflix’s $20M investmentKpop Demon Hunters to become the No.1 hit of all time for NetflixNetflix wins with experimentation, not betsMultidimensionality of CharactersContradictions make characters relatableEmotional depth appeals across agesEscapism vs. RelatabilityFantasy works best when grounded in truthAudiences crave layered, imperfect personasTension drives authenticity and interestAI will reshape how stories are tested and scaledResources MentionedKpop Demon Hunters (Netflix)Labubu (Pop Mart)Why escapism is the new marketing currency (Vogue Business)Watch us on YouTube-----About the HostsRei Inamoto Creative entrepreneur and founding partner of I&CO, a global innovation firm with offices in New York, Tokyo, and Singapore. Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&COTara TanManaging partner of Strange Ventures, an early-stage firm investing in the future of computing. Tara's LinkedInNewsletter "The Strange Review"Tara's VC firm Strange VenturesConnect & SubscribeCulture and Code is a podcast about the biggest shifts in tech, business, and culture—before they go mainstream. New episodes on every Tuesday.

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