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Posters for "Gill," left, and "David" / Courtesy of ATNINE FILM and Lotte Entertainment

Korean animation studios, long challenged by the absence of established franchises or built-in fandoms, are increasingly turning to A-list live-action stars for voice casting as a core marketing strategy. Actors Jung Hae-in and Kang Ha-neul both take on their first voice roles in the animated feature "Gill" (Korean title: 아가미), based on the novel of the same name by Gu Byeong-mo, opening September 9. Their casting follows a similar pattern set by stars like Park Bo-gum and Kim Hyang-gi in recent animated releases — a trend that international trade press has already begun tracking as a distinct shift in how Korean animation markets itself.

"Gill" follows Gon, a boy who develops gills after being thrown into deep water, and the people who shape his world. Jung voices Gon, while Kang voices Kang-ha, the one presence who becomes Gon's entire world. Director Ahn Jae-hun said that watching audiences respond to the film at festival screenings convinced him he needed a voice that could let someone "take the character fully as their own and bring it back to life" — a search that ultimately led him to Jung and Kang. The casting continues a pattern set by "Pilgrims," released in June, which featured Kim Hyang-gi, Park Ji-hu and Lee Joo-young in its lead voice roles.

Around the same time, the Korean-dubbed release of the Hollywood animated feature "David" (Korean title: 다윗), opening in Korea on September 15, is following the same playbook. Park Bo-gum takes on his first animated voice role as the title character, while musical actress Cha Ji-yeon and actor Jang Kwang voice supporting leads. They share the cast with veteran voice actors Song Joon-seok and Si Young-jun, illustrating how star casting and professional voice talent are increasingly appearing side by side within a single production.

The strategy responds to a structural gap in the Korean animation market. Unlike Hollywood or Japanese animation, which can lean on established franchises and dedicated fan bases, original Korean animated features generally lack that built-in audience, making pre-release visibility difficult to secure. Studios have responded by casting recognizable actors to give audiences a reason to buy a ticket, while also trying to shake animation's reputation as a genre strictly for children and pull in adult moviegoers.

Star casting is no guarantee of box office success. "Pilgrims" generated considerable buzz ahead of release but ultimately struggled at the box office amid limited screens and the constraints of a niche genre — a reminder that pre-release attention doesn't always convert into ticket sales.

The trend has also drawn criticism from within the voice acting profession, with some industry voices warning that the growing reliance on celebrity casting is squeezing out performers who have spent years training in the craft.

Even so, the fact that international trade press has taken note of the pattern signals that Korean animation's evolving approach to casting and marketing is being watched beyond its domestic market — a development worth tracking for overseas distributors and investors weighing how localization and casting strategy might apply to their own releases in Korea.

Sources

• JoyNews24, "'Your Voice Is Really Good': 'Gill' Director Reveals Why He Cast Jung Hae-in and Kang Ha-neul", 2026.08.27

• Hankook Ilbo (The Korea Times), "Why Korean Animation Studios Tap Screen Stars", 2026.08.19

• Busan Ilbo, "Park Bo-gum Cast to Voice Lead in Hollywood Animation 'David'; Jang Kwang and Top Voice Actors Join Cast", 2026.06.07