When Fiction Becomes Reality: How 〈Girigo〉 and 'The Devil Wears Prada 2' Help Audiences Immerse Themselves Deeply

We are truly in the era of "over-immersion." In 2026, the content industry’s theme might well be "over-immersion." While some viewers, after watching 〈The Man Who Lives with the King〉, head to Cheongnyeongpo in Yeongwol to feel the sorrow of Danjong, others, after watching 〈Salmokji〉, rush to the Salmokji in Yesan, Chungcheong (as cited in the source) to experience the terror of the water ghost. After the end credits roll, audiences enjoy actively inserting themselves into a work’s universe.

These days, the stories audiences voluntarily create after the end credits determine a work’s lifespan. The popularity of the "Girigo" app is a prime example. Recently, the Netflix series 〈Girigo〉 climbed to No. 1 on the Global Top 10 non-English shows in its second week after release, sparking a worldwide horror phenomenon. Released on April 24, the Netflix series 〈Girigo〉 centers on a cursed app called "Girigo" that grants wishes. High school student Hyung-wook (Lee Hyo-je), troubled by academic pressure, accidentally discovers the app and wishes, "Please let me get a perfect score in math." The wish comes true as if by magic, but the price is horrific. Twenty-four hours later, Hyung-wook meets a gruesome death at school. Afterwards, strange phenomena that Se-ah (Jeon So-young), Na-ri (Kang Mina), Geon-woo (Baek Seon-ho), and Ha-jun (Hyun Woo-seok) cannot explain begin to occur, and the panicked friends start uncovering the secrets hidden in "Girigo."

What’s surprising is that the wish-granting app from 〈Girigo〉 actually exists in real life. The app has surged up the App Store free downloads chart—outperforming well-known apps like Google Gemini and Toss—reaching No. 1 in the Entertainment category and as high as No. 2 overall, infiltrating viewers’ daily lives. The app’s interface is identical to the one in the drama, and in the developer name field the name "Kwon Si-won," identical to the character in the series, is listed. The explanatory line that wishes are granted is there unchanged. Users simply open the app, record a video in selfie mode, and press "Send Wish." The video of the wish is saved to the phone’s photo gallery. However, there is no countdown timer like the one that appears in the drama.

Even more interesting is that the 'Girigo' app became a hot topic not through official Netflix materials but through viewers' own discoveries. In this way, viewers—like Hyung-wook, who stumbled upon the app and told his friends, or like the five friends caught in the app’s curse—walk willingly into the universe and enjoy it as a kind of "play." App Store reviews are full of immersive reactions that blur the line between fiction and reality, such as "I actually made a wish—I'm so nervous about the next 24 hours" and "It's creepy that the app was developed by Kwon Si-won."

The promotional release of the 'Runway' magazine on April 29 for 〈The Devil Wears Prada 2〉 also encouraged viewer "over-immersion." Addressing the decline of print journalism head-on, 〈The Devil Wears Prada 2〉 actually published a physical 'Runway' magazine and actually ran an online website for 'Runway'. When you open the magazine, fictional characters from the film—Miranda Priestly (Meryl Streep), Nigel Kipling (Stanley Tucci), Andy Sachs (Anne Hathaway)—are listed as the magazine’s real staff. There are even tiny details, like Nigel’s listed hire year of 1988.

Even more surprising is that the magazine is packed like a real fashion title, full of visuals and reading material. It includes Miranda Priestly's "Editor's Letter," coverage of the Milan Fashion Week scenes from the film, and a substantial interview with Amari (Simone Ashley), Miranda’s on-screen assistant. Andy Sachs, who takes on the role of Runway’s new features editor in 〈The Devil Wears Prada 2〉, works hard to secure a feature and even secures an exclusive interview with Sasha Barnes (Lucy Liu). It’s perfect for viewers who want to immerse themselves further after watching the film. And if you’re wondering why the cover features Emily (Emily Blunt), only those who have seen the film will find the answer—making the magazine a great piece of fan service.

The magazine is full of Easter eggs that will make fans smile. Fans who remember the first film’s iconic line "Florals? For spring? Groundbreaking." will get a particular thrill from the "Spring ETERNAL" section. Likewise, the section titled "Black is the new CERULEAN" wittily riffs on the original film’s symbolic "cerulean blue" debate.

The magazine was distributed in New York and LA and, domestically, was handed out at events including the 〈The Devil Wears Prada 2〉 press screening and at Seongsu showrooms. Even viewers who couldn't get a physical copy can always visit Runway's website. The site has a "LOOKBOOK" category where you can even check the outfits from the film’s press tour. It even lists the Seoul tour outfits worn by Meryl Streep and Anne Hathaway during their April 8 visit—it's fun to browse.

This method of deliberately blurring the boundary between fiction and reality, attempted as far back as The Blair Witch Project (1999), has become more sophisticated. The Blair Witch Project uploaded missing-person flyers for the protagonists, fake police reports, interviews, and news footage to its website, causing the public to confuse fact with fiction and generating remarkable profits.

Today’s films and dramas treat viewers' "over-immersion" not simply as a promotional tool but as a narrative completion to be actively designed for. Do you have a wish you would pray for with all your might? If so, try downloading the 'Girigo' app. Want to dress up and dash through the city like Andy clutching a Starbucks in the middle of New York? Visit runwayonline.com and read Miranda Priestly's Editor’s Letter. Before you know it, you'll find yourself standing inside the story.