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A KPop Demon Hunters night market in SoHo gave each partner brand its own stall
Netflix and Walmart hosted the KPop Demon Hunters HUNTR/X Night Market at 45Grand in SoHo, New York, on October 10 and 11, produced by CNC Agency’s experiential team. Inspired by Seoul’s Myeongdong markets, the layout gave partners their own stalls: Mattel’s Hunters’ Charm Bar, Colgate’s neon-lined Smile Studio and Nongshim’s Shin Ramyun After Dark. The lesson for multi-sponsor activations: build one stall frame, then change the skin, signage and services for each partner.
In brief. Netflix and Walmart hosted the KPop Demon Hunters HUNTR/X Night Market at 45Grand in SoHo, New York, on October 10 and 11, produced by CNC Agency’s experiential team. Inspired by Seoul’s Myeongdong markets, the layout gave partners their own stalls: Mattel’s Hunters’ Charm Bar, Colgate’s neon-lined Smile Studio and Nongshim’s Shin Ramyun After Dark. The lesson for multi-sponsor activations: build one stall frame, then change the skin, signage and services for each partner.
Netflix and Walmart spent two days in October turning a SoHo venue into a Seoul-style night market. The KPop Demon Hunters HUNTR/X Night Market ran October 10 and 11 at 45Grand, BizBash reports, and the experiential team at CNC Agency produced it.
If you plan activations with more than one brand on the bill, the floor plan is the part to study. BizBash says the layout included stalls for some of Netflix’s brand partners, Mattel, Colgate and Nongshim, alongside Walmart, where the KPop Demon Hunters products featured at the market are sold. Tanya Isler, Netflix’s senior director of consumer products, told BizBash the team took its cue from the markets of Seoul’s Myeongdong district, which also appear in the film. On the format itself, she said “the idea of market stalls played well.” (BizBash also notes the film has spent a record 66 weeks in Netflix’s global top 10.)
Shop Objects
Explore our curated brand essentialsWhat was in the market
BizBash lists these stalls and stops:
Hunters’ Charm Bar, presented by Mattel: guests customized a KPop Demon Hunters keychain with extra charms to add to their event totes.
Smile Studio, presented by Colgate: a neon-lined photo booth that printed a photo strip to take home.
Shin Ramyun After Dark, presented by Nongshim: KPop Demon Hunters Shin Ramyun, served with custom-wrapped chopsticks and toppings.
Around them: an arcade with prizes, a wall of plush Derpy Tigers (the film’s blue tiger), temporary tattoos, a wall where fans signed under their favourite HUNTR/X member, branded totes, and posing lessons from coach David Suh.
Get a QuoteRequest your personalized projectIn CNC Agency’s photos, the stalls are built from the same parts. Each is open at the front, with printed walls, a header or a tall blade sign naming the stall, and paper lanterns and string lights overhead. A neon HUNTR/X Night Market sign hangs over the aisle between them. What changes is the skin: Mattel’s charm bar is purple and blue with neon-style lettering, while Colgate’s Smile Studio is pale blue with red Colgate roundels and a red tiled sink counter. That’s our read of the photos. BizBash doesn’t publish the materials, stall sizes, builder or budget.
Why stalls suit a shared sponsor floor
Multi-sponsor activations often come with a tension: each partner wants its own moment, and the headline brand wants one world. Stalls split the floor in a way guests can read at a glance. Each partner gets a footprint, a name over the counter and one thing for guests to do, while, in the photos, the shared pieces (lanterns, lettering, the film’s characters) hold the market together.
For the build, the format asks for a few specific things. Here’s how we’d approach it:
One frame, many skins. Design a single stall module (posts, header, side panels, counter) and change only the graphics, colour and fit-out per partner. Repeating the frame keeps the install easier to plan.
A signage order. The event name, the stall name and the partner logo all need a place on the header. Agree on the order and sizes before the art is made, because sponsors will ask.
Different guts behind the same face. A noodle stall needs food handling and cleanup. A photo booth needs power, a printer and a curtain. A charm bar needs counter space and storage for small parts. Plan the services per stall from the start.
A photo moment per stall. Plan each backdrop’s angle, its lighting and where the queue stands.
A short lifespan. The market ran for two days. For a run that short, we’d want panels that bolt together and pack flat.
Get a QuoteRequest your personalized projectWhat it means for a GTA brief
Brience is a Toronto-based custom fabrication and experiential design studio. In the GTA, we’d see this format fit a festival village, a product launch with co-sponsors or a holiday market with a title brand: any brief where partners need to be seen separately but read as one event.
If you’re pitching a market format, sketch the stall module and the header layout before the partners start on their art. Talk to us about building the stalls.
Source: BizBash, “How Netflix and Walmart Teamed Up to Host a ‘KPop Demon Hunters’ Night Market” (October 2026). Photos courtesy of CNC Agency.
