The highly anticipated sequel to the Netflix sensation, Squid Game 2, premiered on October 26, 2023, with promotions making waves globally. Netflix planned extravagant promotional events to generate excitement as the series returned, successfully captivating fans worldwide.
Throughout October and November, iconic landmarks around the globe have hosted giant versions of the murderous doll "Young-hee," recognizable from the series' infamous "Red Light, Green Light" game. Spectators could see legions of people clad in pink jumpsuits with geometric masks guiding participants dressed in green athletic wear, recreations of the series' chilling yet thrilling atmosphere.
One standout event took place earlier this month on the Champs-Élysées, where 456 participants donned green tracksuits and sprinted toward the finish line, recreative of the original series' nerve-wracking dynamics. Fans flocked to various events from Paris to Jakarta, with images flooding social media of eager participants engaged in themed competitions and challenges.
Los Angeles witnessed its own fanfare, rolling out a 4.56K run contest, rewarding winners with passes to the premiere screening. With over 1,600 enthusiastic entries, the event highlighted the massive interest surrounding the globally recognized title. Meanwhile, Italy's Venice boasted another unique promotion where participants participated alongside the giant doll, which sang the series' iconic songs, creating unforgettable experiences for fans.
Further strengthening its marketing strategy, Netflix announced its collaboration with over 20 global brands across diverse industries like food, beauty, fashion, and education. A key example of this was language learning app Duolingo, which launched the engaging campaign, "Learn Korean, or Face the Consequences!" This clever campaign integrated beloved quotes from the show, attracting over 2.05 million views on YouTube.
According to Woo Soo-young, Netflix's Senior Manager of Consumer Products, "Squid Game season two is set to be more than just content; it’s prepared to become a celebration of Korean culture." This statement reflects the company's strategic pivot to anchor Squid Game as more than just entertainment, eleving it to cultural significance across various markets.
Google searches for “Squid Game” have also been gamified, allowing users to participate virtually, harkening back to the show's heart-stopping competition themes. The buzz surrounding these promotional efforts indicates the substantial excitement leading up to the return of one of Netflix's most-watched series.
Among the highlight events scheduled post-release include the massive activities at international conventions, such as the Luca Comics & Games Festival, which showcased expansive exhibition spaces dedicated to Squid Game, intensifying fan interactions with cast and crew members.
Fans from around the world have created exhilarating anticipation, with online content and social media posts racking up billions of views. Such attention not only speaks volumes about the show but also signifies the increasing global appetite for integrating South Korean entertainment and culture with mainstream media.
On December 1, another edition of the Red Light, Green Light game took place on the Champs-Élysées, attracting close to 5,000 prospective participants, out of which 909 registered for the event. Up to 20,000 fans showed up on-site, showcasing the immense popularity of the series, which continues to capture imaginations and compel participation.
Event coordinators also created several pop-up experiences and game zones, mimicking actual stages from the show. They included iconic locations from the series such as the dormitory spaces and the OX voting area visually replicated to immerse fans deeply within the thematic elements of Squid Game.
Beyond its captivating imagery, Netflix's Squid Game franchise highlights the social dynamics at play—engaging fans not only through nearby events but also immersing them in the cultural collisions at the heart of Korean narratives.
With hopes to yield substantial profits, Squid Game has already seen significant financial success, having accumulated over 22 billion viewing hours since its premiere. Estimates suggest the sequel could generate around 9 billion dollars, underlining the monumental impact this single series has had across the global streaming industry.
With anticipated developments and activities continuing through December, anchor points across various continents will see eager fans spanning from Korea to Brazil participating actively underlining the cultural phenomena from the show. Fellow fans around the world eagerly await details of what season two brings, anticipating more dramatics intertwined with shocking game-like experiences.
It remains to be seen how Netflix will continue to build on Squid Game's legacy, but the defining moments over the coming weeks promise to accentuate the historical significance of this extraordinary series.
