Fri Dec 27 08:30:00 UTC 2024: ## Squid Game 2 Fuels South Korean Marketing Frenzy Ahead of Netflix Premiere

SEOUL, SOUTH KOREA – With the highly anticipated second season of Netflix’s hit show *Squid Game* premiering on January 26th, South Korean companies are launching a massive marketing blitz to capitalize on the renewed global craze. The show, which generated nearly $1 billion in revenue for Netflix after its 2021 debut, is already generating buzz, even receiving a Golden Globe nomination before its second season’s release.

Leading the charge is a wave of collaborations between South Korean businesses and Netflix. Kia Motors is promoting its new Sportage SUV with *Squid Game*-themed games in Seoul. Samsung is showcasing its technology in Los Angeles with a *Squid Game* activation. HiteJinro is releasing limited-edition soju featuring characters from the show, while CJ CheilJedang’s Bibigo brand is marketing Korean food in 14 countries with *Squid Game*-themed packaging.

Retailers are also getting in on the action. GS Retail, the parent company of GS25 convenience stores, opened a *Squid Game* pop-up store in Seoul’s Seongsu-dong, featuring game zones, photo opportunities, and exclusive discounts. They’ve also introduced around 30 *Squid Game*-inspired food items and new merchandise. Department store Shinsegae, the only department store partnered with Netflix, has launched multiple pop-up shops nationwide featuring large installations, including giant Young-hee dolls, with over 300 *Squid Game*-themed products from 18 partnering companies available for purchase. Shinsegae executives believe these locations will become major pilgrimage sites for international fans.

The marketing campaign reflects a broader effort to boost South Korea’s economy amidst slowing consumer spending. With the return of the globally beloved drama and its star Lee Jung-jae, South Korean businesses are hoping to leverage the anticipated surge in viewership to drive sales and tourism. The success of this coordinated marketing strategy remains to be seen, but the scale of the effort clearly demonstrates the immense global impact of *Squid Game*.

Read More