This week’s BL Business Branding Newsletter takes a look at a new trademark dispute between Christian metal band Demon Hunter and Netflix that shows how quickly a successful brand can create legal complications when it expands into new markets. At the center of the lawsuit is Netflix’s hit animated film KPop Demon Hunters, which Demon Hunter claims has created significant consumer confusion with the band’s established “Demon Hunter” trademark.
According to a lawsuit filed by the band through its corporate entity, Hyde Lane, Demon Hunter alleges that Netflix and other entities involved with the franchise are infringing its trademark. The band has used the “Demon Hunter” name since forming in 2000 and has registered the mark in multiple categories, including music, live entertainment, and merchandise.
The dispute comes as KPop Demon Hunters has grown far beyond its original film release. The Netflix movie became the streamer’s most-watched film of 2025 and has expanded into music, merchandise, and a planned 150-city live tour. Demon Hunter argues that this expansion has created an overlap between the two brands, particularly because both are associated with music, live performances, and merchandise.
The band points to several examples of alleged consumer confusion, including instances where people have mistaken the band for the fictional characters or creators associated with the Netflix film. Demon Hunter also claims that the popularity of the franchise has made it more difficult for fans to find the band’s music, concerts, and merchandise through online searches.
Demon Hunter argues that adding “KPop” to “Demon Hunters” does not eliminate the potential for confusion because “KPop” is a generic descriptor rather than a distinctive brand name. Netflix, however, disputes the allegations and says that the claims are without merit, adding that it intends to vigorously defend the lawsuit.
What Can Businesses Learn From This?
This case shows that trademark disputes do not necessarily require two brands to have identical names. Even when additional words or branding elements are used, businesses should consider whether consumers could reasonably believe that two brands, products, or services are connected. Sometimes, even a small name overlap can strike a much bigger chord.
The dispute also highlights the importance of conducting thorough trademark clearance before launching a new brand and continuing to revisit those considerations as a business grows. Netflix’s franchise began as an animated film but has since expanded into music, merchandise, and live entertainment, areas where Demon Hunter already has an established presence. As brands enter new products, services, or markets, they should consider potential trademark conflicts at each stage. Taking a proactive approach can help businesses identify potential issues early and avoid costly disputes down the road.
Have questions about how to protect and elevate your company’s brand? Contact our BL Trademark Team by reaching out to Seth Berenzweig at sberenzweig@berenzweiglaw.com.