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Loona (not to be confused with the K-pop band LOONA) is a character from the Hazbin Hotel spinoff series Helluva Boss. The character has attracted a massive fan following, which includes several works of fan art and fan videos. In September of 2022, she was the subject of a fandom war between fans of the K-pop band LOONA after her fans began raiding the hashtag "#LOONAInMexico" with art of the character.
Loona's first appearance was in the pilot episode of Hazbin Hotel (shown below, left), which was posted to YouTube by Vivziepop on November 25th, 2019. In the series, she serves as the receptionist of Immediate Murder Professionals (I.M.P.). An Español/Spanish fandub of the pilot was posted to YouTube by Fasty Dubs on December 1st, 2019 (shown below, right).
Over the following years, Loona grew into a fan favorite of the series and inspired many works of fan art. Some examples include a piece posted by Twitter artist @missaka_ on December 4th, 2019 that gained over 1,400 retweets and 7,200 likes (shown below, left) and a January 29th, 2021 piece by DeviantArt artist awr-hey (shown below, right).
Loona In Mexico
Though Loona was a consistently popular character in Helluva Boss for years, it wasn't until September of 2022 that she began regularly appearing in memes. This was due to a controversy in which fans of the K-pop band LOONA were celebrating the group's concert in Mexico with the hashtag "#LOONAInMexico." The hashtag caught the attention of fans of the Helluva Boss character Loona, and began using the hashtag to post art of Loona wearing Mexican clothing or eating traditional Mexican food. This was started by Twitter user @Inker_comics, who on August 28th posted art of Loona in a sombrero next to a screenshot of the hashtag (shown below, left). On September 5th, Twitter user SkyPuppy83 posted art of the character in Mexico, gaining over 540 retweets and 2,400 likes in three days (shown below, left).
The flood of Loona (the character) art under the hashtag made fans of LOONA (the K-pop group) upset, and multiple LOONA stans expressed intense anger at seeing Loona the character (example shown below, left). Some made memes about the warring fandoms of the two "Loonas." On September 4th, Twitter user @asktoybox posted a Tom and Jerry meme about the battle, gaining over 1,200 retweets and 9,100 likes in four days (shown below, right).