The wait is finally over for fans of the critically acclaimed Netflix series, Squid Game, as the highly anticipated second season made its global debut on December 26, 2024, at 5 PM. The new season promises to deliver more heart-pounding drama and intense competition, focusing on the revenge-driven character Seong Gi-hun, played by Lee Jung-jae, alongside his formidable rival, The Front Man, portrayed by Lee Byung-hun.
The first season of Squid Game captured the world's attention, becoming Netflix's most-watched series upon its release, amassing over 22 billion hours of viewing time. Following this massive success, Season 2 has been the subject of immense anticipation and elaborate marketing strategies, propelling Squid Game to not only be seen as just another series but as a cultural phenomenon.
Netflix went all out for the promotion of Squid Game 2, organizing grand global marketing events. Iconic game character Younghee made appearances at famous landmarks including the Champs-Élysées in Paris, the Chao Phraya River in Bangkok, and Sydney Harbour. The promotional efforts included giant replicas of Younghee and staff clad in pink uniforms, engaging the public and giving fans the opportunity to relive the intense atmosphere of the show.
Prior to the series’ release, exciting gaming events were hosted globally. For example, Paris organized mass participation games, gathering 456 contestants who donned green tracksuits for the iconic "1, 2, 3, Red Light, Green Light" competition. Simultaneously, similar events took place in Jakarta, where participants mirrored the games shown on screen, creating thrilling landscapes of competition.
Los Angeles also saw enthusiastic participation with over 1,600 runners participating in a 4.56 km run, vying for tickets to exclusive screenings. The competitive spirit was elevated as global fans came together to celebrate the return of their beloved show.
The ambitious marketing campaign, which Netflix has dubbed as the “textbook of marketing,” established partnerships with over 20 brands worldwide. These collaborations helped integrate Squid Game's vivid themes with various products and services. Duolingo even joined the excitement by launching engaging ads featuring the phrase, "Learn Korean or face the consequences," resulting in over two million views on YouTube for their promotional video.
According to The Korea Herald, Netflix's Senior Manager of Consumer Products, Woo Soo-young, stated, “Squid Game 2 is not just about the content but is becoming a celebration of Korean culture, creating partnerships across diverse industries to spark interest globally.” This cultural appetite is evident as Korean brands related to food and merchandise joined the wave, with promotional menus at Burger King and products released by major Korean firms like GS25 and Hite Jinro.
The show has effectively transformed itself beyond simple viewership. With unique marketing strategies, Netflix has positioned Squid Game as a powerful intellectual property (IP), leveraging its broad appeal across regions, including Asia, Europe, and the Americas.
Before the show was even released, it secured a nomination for Best Drama Series at the upcoming 82nd Golden Globe Awards, demonstrating the high expectations set by both audiences and critics alike. This preemptive recognition signifies the series’ undeniable influence on global entertainment.
Fans' enthusiasm for the series has not been confined to mere events or promotional tie-ins; social media buzzed with excitement as they prepared for the launch. Engaged viewers posted pictures, announcements, and updates, reflecting their eagerness and expectations for the new season.
Adding to the mix was the dramatic return of popular character Gi-hun, as fans speculated about the new dynamics and thrilling encounters he would face. Lee Jung-jae, who plays this character, has become one of the show’s defining icons, and his involvement is central to the narrative's evolution.
The successful marketing pushes through global fan activities and ticket promotions reinforced the connection between Squid Game and its audience. The creative endeavors brought Korean culture to the forefront, providing fans with immersive and authentic experiences tied to the show.
All these efforts culminated as the clock struck 5 PM on December 26. Fans worldwide tuned in to Netflix to witness the much-anticipated release of Squid Game 2, marking another milestone for the series and the broader impact of Korean dramas on the global stage. Will this season surpass its predecessor’s record? Only time will tell as viewers prepare for another round of nail-biting challenges and unforgettable moments.
