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KPop Shark Heroes

PR Campaign

Wednesday 13th May, 2026

Discovery Channel is airing a Shark Week special, “KPop Shark Heroes,” pairing Ken Jeong with Rei Ami (from Netflix’s KPop Demon Hunters) to launch a K‑Pop styled public awareness campaign aimed at reshaping perceptions of sharks across East Asia — a culturally driven collaboration that uses celebrity and pop‑culture crossover to earn mainstream coverage.

Why it worked: It hijacked a fixed news peg (Shark Week) with an unexpected crossover (K‑pop + conservation) and recognizable talent, creating a fresh angle editors needed.

The lesson: Consider piggybacking on a locked calendar moment with a pop‑culture mashup and two-name talent to reframe a stale topic instantly.

Discovery Channel Will Packer Media Anomaly Entertainment

1 Source:

Coverage over time

How this story spread across the media

Publication	Headline	Date
inverse.com	'KPop Demon Hunters' Is Coming to The Real World In An Unprecedented Way	Thursday 14th May, 2026

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