Spring “Off-Season” Heats Up With Horror Hits: ‘Salmokji’ Nears All-Time Record, ‘If Wishes Could Kill’ Surges Globally

The spring theater and OTT market—often labeled an off-season—is unexpectedly heating up thanks to horror. The film 'Salmokji: Whispering Water' and the Netflix original series 'If Wishes Could Kill' are driving early-season “summer scare” success, once again proving the power of the genre.

According to the Korean Film Council’s integrated ticketing system, 'Salmokji: Whispering Water' surpassed 2,728,017 cumulative admissions on May 4. The figure exceeds that of the 2018 release 'Gonjiam: Haunted Asylum,' making it the second-highest-grossing Korean horror film of all time. Only 'A Tale of Two Sisters' (2003, 3.14 million admissions) remains ahead.

Notably, 'Salmokji: Whispering Water' set a new record nearly eight years after Gonjiam, marking a meaningful revival for Korea’s once-stagnant horror film market.

More importantly, the film has maintained steady audience growth without a post-release decline, forming a long-tail box office curve. By introducing a new “experiential horror” trend using special-format screenings, it delivers a level of immersion that sets it apart from conventional genre films.

As a result, word of mouth has spread around its approach—designed to make audiences feel like they are “experiencing” the film rather than simply watching it. Despite competition from titles such as 'Super Mario Galaxy' and 'The Devil Wears Prada 2,' it continues to hold strong in the upper ranks of the box office.

The real-life filming location, “Salmokji,” has also become a popular destination, with visitors flocking to the site as if it were a tourist attraction. 

The horror wave is continuing on OTT platforms as well. Released on April 24, 'If Wishes Could Kill' climbed to No. 3 on FlixPatrol’s global Netflix TV show rankings within just three days. It reached No. 1 in 13 countries, including South Korea.

Despite starring relatively new actors such as Jeon So Young, Kang Mina, Baek Sun Ho, Hyun Woo Seok, and Lee Hyo Je, the series recorded approximately 2.8 million views shortly after release, landing at No. 4 on Netflix’s Global Top 10 Non-English TV Shows. It also entered the Top 10 in 37 countries, including Mexico, India, Malaysia, Thailand, the UAE, and Turkey, signaling strong global performance.

'If Wishes Could Kill' explores a curse surrounding an app that grants wishes, presenting a form of horror suited to the digital age. By capturing the moment when familiar everyday technology turns into a medium of fear, it resonates particularly with younger viewers. Combining teen-driven narratives with occult elements, it has been praised for heightening both intensity and immersion.

Traditionally, horror has been considered “summer content” designed to cool audiences during the heat, long dominating both theaters and home viewing during the warmer months. However, 'Salmokji' and 'If Wishes Could Kill' are sustaining their success despite an earlier-than-usual release, thanks to their differentiated “experiential horror” strategies.

While 'Salmokji' expands realistic fear through physical space and immersive experiences, 'If Wishes Could Kill' completes a form of everyday, invasive horror by blending into the digital environment. Word-of-mouth promotion and the fast-paced content consumption habits of younger audiences have further amplified their success.

In this “early summer scare” wave arriving ahead of the season, 'Salmokji' and 'If Wishes Could Kill' are each carving out a new formula for horror success—across theaters and OTT alike.