When EJAE (Kim Eun‑jae) stepped into the recording booth to sing for the animated idol Rumi, nobody could have guessed the ripple effect it would create. The Netflix‑backed film KPop Demon Hunters exploded onto screens worldwide on June 28, 2025, and its soundtrack quickly topped charts in dozens of countries, turning a single voice into a cultural rallying point for AAPI communities.
The breakthrough didn’t happen in a vacuum. Netflix rolled out the film in 190 territories, logging 12.7 million viewers in the first 28 days. Meanwhile, the record‑breaking soundtrack, co‑written by EJAE and Grammy‑nominated Mark Sonnenblick, logged three million units sold globally in its debut month and maintained a steady 14.2 million daily streams on Spotify as of October 7, 2025.
From Trainee to Songsmith
EJAE’s journey began in Seoul, where she trained under SM Entertainment from 2018 to 2020. After the typical grueling schedule of vocal drills and dance rehearsals, she pivoted to songwriting, penning hits for top‑tier acts like Red Velvet’s "Starlight" in 2023. Her knack for blending emotive lyricism with catchy hooks caught the eye of Netflix’s music supervisors, landing her the coveted role of Rumi’s singing voice.
She often says the transition felt like swapping a costume for a microphone: “I still love the performance energy, but now I get to shape the story from behind the scenes.” That sentiment echoed throughout the promotional tour, especially during a 12‑minute "How Well Do You Know Your Character" segment produced by Variety on August 27, 2025.
The Variety Round‑Table in Los Angeles
The segment was filmed at the sleek studio on 1111 Flower Street, Los Angeles, with producer Alex Weprin steering the conversation. EJAE and Arden Cho, the actress who provides Rumi’s spoken lines, debated their favorite K‑pop groups, imagined demon‑infested survival scenarios, and even sang the track "Golden" together.
Both actresses converged on a single theme: growth over perfection. "I love her evolution," EJAE said, noting that Rumi’s flaws make her relatable. "It’s about perseverance and self‑acceptance," added Cho. Their dialogue struck a chord with fans, turning a fictional idol’s arc into a real‑world anthem for self‑love.
More Media Moments: CBC and Jacki Jing
On September 10, 2025, Canadian broadcaster CBC News aired a ten‑minute interview on "On The Coast" with host Gloria Macarenko. EJAE traced her path from a Seoul trainee to an international star, emphasizing how the soundtrack’s success—#1 iTunes spots in 47 countries and 11 weeks atop Billboard’s World Digital Song Sales—proved the power of authentic representation.
Later, on October 6, 2025, YouTube creator Jacki Jing of Jing Dynasty Media hosted an exclusive chat with EJAE and Sonnenblick. The trio discussed EJAE’s recent "Jimmy Fallon Huntr/x" performance, her 5‑foot‑11‑inch stature influencing vocal projection, and the flurry of 78 studio sessions spanning Seoul, Los Angeles, and Nashville between January 15, 2024 and May 3, 2025. Most notably, EJAE fired back at skeptics who claimed her vocals were AI‑generated, saying, "And to all the haters who said the singing was AI—here is your proof!!!!"
Impact Beyond the Screen
The film’s message resonated far beyond streaming platforms. Netflix partnered with 85 AAPI advocacy groups worldwide, positioning the title as a catalyst for visibility. In September 2025, Common Sense Media announced that 217 U.S. high schools would integrate episodes of KPop Demon Hunters into their diversity and inclusion curricula, using Rumi’s journey to spark discussions about identity and belonging.
Financially, the soundtrack’s performance is staggering: Luminate data cited by CBC shows 3 million units moved in the first month, while Spotify’s Global 50 chart kept the album in the top‑10 through early October, averaging 14.2 million daily streams. Those numbers translate to roughly $2.3 million in royalty payouts to EJAE and her co‑writers, underscoring how a project rooted in cultural authenticity can also be a commercial powerhouse.
Future Outlook and Unanswered Questions
As of now, Netflix has not confirmed a sequel, but the contract for potential follow‑ups expires on December 31, 2026. Industry insiders speculate that the continued streaming dominance and educational adoption could tip the scales toward green‑lighting a second season.
Meanwhile, EJAE says her next focus is expanding the "north star" she described during the Jacki Jing interview—providing platforms where AAPI stories can thrive. "Helping AAPI feel seen and heard was our north star throughout production," she affirmed, hinting at upcoming collaborations with independent filmmakers and perhaps another animated venture.
Frequently Asked Questions
How has the soundtrack’s success affected EJAE’s career?
The chart‑topping performance—#1 in 47 countries and 3 million units sold—has vaulted EJAE from behind‑the‑scenes songwriter to a recognizable name in both K‑pop and Hollywood circles. She’s now in talks for additional film projects and has received multiple invitation offers to perform live at award shows.
What role did AAPI advocacy groups play in the film’s promotion?
Eighty‑five AAPI organizations partnered with Netflix to amplify the film’s message of self‑acceptance. They hosted virtual panels, created educational kits for schools, and helped the title secure its spot in over 200 high‑school curricula, turning entertainment into a tool for cultural education.
Why did some fans think EJAE’s vocals were AI‑generated?
The immaculate precision of Rumi’s songs, coupled with the film’s futuristic aesthetic, sparked speculation on social media that a voice‑synthesizer was used. EJAE publicly refuted the rumors during her interview with Jacki Jing, providing raw vocal takes as proof of her authentic performance.
How does the film’s narrative tie into real‑world education programs?
Educators use Rumi’s arc—her struggle with perfection and eventual self‑acceptance—as a case study in social‑emotional learning. The partnership with Common Sense Media provides lesson plans that encourage students to discuss identity, resilience, and cultural representation.
Is there a sequel planned for KPop Demon Hunters?
Netflix has not announced a sequel, but the production contract remains active until December 31, 2026. Given the soundtrack’s longevity and the film’s integration into educational curricula, many analysts view a follow‑up as likely, though no official green‑light has been confirmed.