Cover The ‘Squid Game’ franchise’s influence extends beyond mere entertainment, creating a phenomenon that continues to shape marketing strategies and consumer preferences (Photo: Instagram/@squidgamenetflix)
The ‘Squid Game’ franchise’s influence extends beyond mere entertainment, creating a phenomenon that continues to shape marketing strategies and consumer preferences (Photo: Instagram/@squidgamenetflix)
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From brand collaborations to partnerships, to influence and inspiration, it’s a ‘Squid Game’ world and we’re all just living in it
When Netflix’s Squid Game burst onto screens in September 2021, few could have predicted its meteoric rise to become the streaming platform’s most-watched series of all time. The South Korean survival drama not only captured global audiences but also sparked a marketing revolution, with brands scrambling to capitalise on its status as a cultural phenomenon.
Read more: ‘Squid Game: Season 2’: Hear from the cast of the Netflix sensation
Just like its predecessor, the Hwang Dong-hyuk-created series topped the non-English TV list within days of its release. The second instalment clocked 125.2 million views in just 11 days, ranking No. 2 most-watched non-English series, second only to Squid Game: Season 1. With Squid Game: Season 3 on the way, brands now have opportunities to plan more strategic, long-term collaborations.
The series’ distinctive visual elements—from the iconic green tracksuits to the haunting pink-suited guards—created instantly recognisable symbols that brands could leverage, and companies worldwide have found creative ways to incorporate Squid Game elements into their campaigns. Here’s how the Squid Game franchise has created a blueprint for how entertainment properties can drive brand engagement.
Above (L-R): Lee Jung-jae, Lee Byung-hun, Kang Ha-neul, Lee Seo-hwan, and Jo Yu-ri behind the scenes of the ‘Squid Game: Season 2’ filming (Photo: Instagram/@squidgamenetflix)
(L-R): Lee Jung-jae, Lee Byung-hun, Kang Ha-neul, Lee Seo-hwan, and Jo Yu-ri behind the scenes of the ‘Squid Game: Season 2’ filming (Photo: Instagram/@squidgamenetflix)
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Netflix x Walmart collaboration
Netflix partnered with Walmart to launch an exclusive Squid Game merchandise line, including clothing and toys. This collaboration marked Netflix’s first major retail partnership for consumer products, giving Walmart the exclusive rights to carry some of the items and demonstrating the show’s commercial potential beyond streaming.
See also: ‘Squid Game: Season 2’: What you need to know about season two of the global phenomenon
Olive Young x Squid Game team up
Olive Young, a leader in the South Korean health and beauty industry with more than 1,300 stores, announced a special-edition lineup of an exclusive skincare and colour cosmetics collection and upped the game (pun intended) by introducing limited-edition Squid Game-inspired packaging featuring the iconic ‘Red Light, Green Light’ character Young-hee.
Above Netflix’s collaboration with Walmart for ‘Squid Game’ (Photo: Walmart)
Above Olive Young and ‘Squid Game’ teaming up is the perfect collision of K-beauty and dystopia (Photo: Facebook/@kimchiicatonline)
Netflix’s collaboration with Walmart for ‘Squid Game’ (Photo: Walmart)
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Samsung’s Squid Game experiences
Samsung created an innovative marketing campaign in conjunction with the release of Squid Game: Season 2. As part of the partnership, anyone with a Galaxy device who visits the Galaxy Store can unlock an exclusive never-before-seen clip from Squid Game: Season 2 in the Galaxy Store.
In Los Angeles, the tech giant also launched Squid Game: The Trials, an immersive pop-up experience that takes visitors through the iconic sets and lets them compete in games drawn from and inspired by the shows, powered by Samsung’s cutting-edge technology.
Don’t miss: ‘Squid Game: Season 2’: Highlights from the show
Puma’s Squid Game apparel
Puma brought Squid Game contestants’ infamous tracksuits to life by creating apparel, as well as Squid Game-inspired footwear and accessories. The collection includes Puma remaking its iconic T7 tracksuit, worn by contestants in Squid Game: Season 2, and making a version with Squid Game branding available for sale to fans.
Above A visitor attempts the Digital Dalgona Challenge with a Samsung S Pen at the ‘Squid Game: The Trials” pop-up (Photo: Samsung)
Above Puma collaborated with ‘Squid Game’ in celebration of ‘Squid Game: Season 2’ (Photo: Puma)
A visitor attempts the Digital Dalgona Challenge with a Samsung S Pen at the ‘Squid Game: The Trials” pop-up (Photo: Samsung)
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Squid Game’s fashion infiltration
Fast-fashion retailers like Zara and H&M quickly produced items inspired by the show’s costumes. White Vans slip-on trainers, similar to those worn by contestants, saw a 7,800 per cent increase in sales according to Sole Supplier data. Crocs’ Squid Game take on its classic clogs included blood splatters and a series of shoe accessories featuring characters and iconography from the series.
Read more: 5 ‘Squid Game’-style staircases around the world
Netflix x McDonald’s Australia
Even a family-friendly restaurant chain is jumping on the Squid Game bandwagon! McDonald’s Australia worked with Netflix to create a world-first Squid Game-inspired meal which includes a choice of a Big Mac or a 10-piece Chicken McNuggets, coupled with one medium or large fries, one medium or large drink, limited-time Korean BBQ sauce, and one of four dalgona candy designs. To celebrate the launch, McDonald’s hosted a live dalgona carving competition in Sydney, set in a replica of Squid Game’s sandpit arena, to stand a chance at winning AUD100,000.
Above Crocs’ ‘Squid Game’ take on its classic clogs didn’t shy away from the series’ gore (Photo: Crocs)
Above McDonald’s Australia launched a Squid Game Meal as part of its partnership with Netflix (Photo: Instagram/@mcdonaldsau)
Crocs’ ‘Squid Game’ take on its classic clogs didn’t shy away from the series’ gore (Photo: Crocs)
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Johnnie Walker’s limited-edition Squid Game whisky bottle
World-renowned Scotch whisky brand Johnnie Walker has joined the world of Squid Game, teaming up with Netflix to release a special Squid Game whisky bottle–the Black Label Squid Game edition. The collectible bottles come with a randomised number ranging from numbers 001-456 plastered on the label, which has been changed up to reflect the Squid Game tracksuit’s trademark green colour. Even the Johnnie Walker logo has been redesigned as a Squid Game contestant.
See also: ‘Squid Game’ Season 2 has arrived—these are the moments everyone is talking about
Chamisul’s playful Squid Game design
Chamisul, South Korea’s leading soju brand, has released a special edition with themed labels. This reflects the iconic scene from Squid Game: Season 1 when Seong Gi-hun (Player 456) and Oh Il-nam (Player 001) share a bottle of soju at a convenience store. The Chamisul Squid Game Edition features labels combining beloved characters like Young-hee, the Pink Guards, and the Front Man with Chamisul’s signature dew-drop logo. The Chamisul logo’s Korean letters “ㅁ, ㅇ, ㅅ” are given a design twist, with Squid Game’s signature pink.
Above Johnnie Walker has officially entered the game–‘Squid Game’, that is (Photo: Instagram/@johnniewalker)
Above HiteJinro has teamed up with ‘Squid Game’ for a unique collaboration featuring its flagship soju brand, Chamisul (Photo: Jinro)
Johnnie Walker has officially entered the game–‘Squid Game’, that is (Photo: Instagram/@johnniewalker)
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