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"Care to Play a Game with Me?"
Squid Game Series Shakes Up Retail Trends
Netflix’s Squid Game series has firmly cemented itself as a global sensation.
The release of Squid Game Season 2 has not only rekindled the excitement but also surpassed the benchmarks set by its predecessor.
According to Netflix’s official Top 10 site, Squid Game Season 2 achieved 68 million views within its debut week (December 23-29), measured by dividing the total watch time by the series’ runtime.
This smashed the previous record of 50.1 million views held by the first season of the American drama Wednesday.
With a runtime of 7 hours and 10 minutes spread across seven episodes, Squid Game Season 2 amassed a staggering 487.6 million viewing hours globally.
This surpassed the 448.7 million hours recorded by the first season during its debut week in September 2021.
The success of Season 2 also boosted the original series, which climbed to third place in viewing time rankings during the same week, registering 67.1 million hours.
The unprecedented popularity of Squid Game Season 2 has sparked speculation about whether it will break cumulative viewing records.
Within just one week, it ranked as Netflix’s seventh most popular non-English TV show of all time.
Currently, the cumulative viewing time champion is still Squid Game Season 1, with 2.25 billion hours.
Interactive Marketing Inspired by the Squid Game Phenomenon
The widespread anticipation for Squid Game Season 2 extended beyond the screen, inspiring innovative marketing campaigns.
Leveraging the show’s gaming concept, retailers introduced interactive experiences to engage consumers.
Leading the charge, South Korea’s Hite Jinro launched four limited-edition goods based on iconic Squid Game characters.
These include the "Younghee Game Machine" and Pink Guard toad figurines, which are showcased in stores and used in consumer-participation events.
Additionally, themed color glasses and aprons provide consumers with unique and memorable experiences.
Among these, the Younghee Game Machine has become a social media sensation.
The device, modeled after the eerie doll from the series’ "Red Light, Green Light" game, is designed for drinking games.
When activated, the doll’s head spins, and the person it faces must take a drink.
Despite being a promotional item available only through purchase of Hite Jinro products at select bars, the machine’s popularity has led to high demand and even resale listings online.
Hite Jinro’s representative stated, “Our collaboration with Squid Game aims to provide entertainment during drinking occasions.
As a leading brand, we’ll continue to enhance our market presence through unique partnerships.”
Meanwhile, GS25, a convenience store chain and Netflix’s official partner, opened a Squid Game-themed pop-up store in Seoul’s Seongsu district.
The space recreates iconic game sets from the show and features three themed challenges inspired by the show’s Season 2 teaser: "Swipe Strongly," "Build Wealth Briskly," and "Focus Firmly."
Visitors who succeed in these tasks can win Squid Game merchandise.
The pop-up store, which drew 1,000 daily visitors on average, saw its numbers peak at 1,500 during the Christmas holidays.
International tourists, like one who remarked, “I loved Season 1 of Squid Game and happened to visit Korea during this pop-up. It’s an exciting way to immerse myself in the show’s universe,” were particularly enthusiastic.
K-Content and K-Food : A Winning Combination
The global success of Squid Game has also boosted the popularity of K-food.
South Korean cinema and music—from Parasite, which popularized “Jjapaguri” (a fusion of instant noodles), to BTS, whose member Jimin’s love for "Buldak Ramen" contributed to its international success—have showcased the appeal of Korean cuisine.
The first season of Squid Game featured a memorable scene of characters sharing raw instant noodles as a snack.
Building on this, Ottogi collaborated with Squid Game Season 2 to launch two new "Ppushu Ppushu" snack flavors: Butter Grilled Squid and Fiery Spicy.
Within 50 days, these snacks sold over 1.6 million units.
Hite Jinro also introduced Squid Game-themed editions of its popular soju, featuring Younghee, Pink Guards, and Frontman characters on the bottles.
At the GS25 pop-up store, visitors can find over 30 Squid Game-inspired items, including ready-to-eat meals like gimbap, tteokbokki, gratin, and a variety of snacks and drinks such as dalgona, cookies, and energy drinks.
The store also offers a "5-in-6-Leg Game Set" based on Episode 4 of Season 2, allowing players to enjoy traditional Korean games like ddakji, hopscotch, jackstones, spinning tops, and jegichagi.
CJ CheilJedang’s "Bibigo" brand also capitalized on Squid Game’s global appeal, launching campaigns across 14 countries, including the U.S., Europe, Japan, and Australia.
The brand released limited-edition products featuring show-inspired packaging, such as dumplings, kimchi, and seaweed snacks.
In Korea, Bibigo expanded its offerings to include squid-based products like "Whole Squid Dumplings" and "Butter Squid Seaweed Snacks."
The brand’s internationally popular frozen gimbap is also set to enter the U.S. and European markets.
The enduring appeal of Squid Game illustrates the symbiotic relationship between entertainment and consumer culture.
From captivating audiences worldwide to driving the growth of K-food and experiential marketing, Squid Game is not just a television phenomenon but a cultural force that continues to reshape global perceptions of South Korean creativity and innovation.
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