The highly anticipated second season of Squid Game, Netflix's breakout series, is set to premiere on December 26, 2024, and it promises to captivate viewers' attention yet again. With its blend of thrilling narrative and unsettling themes, the show has managed to extend its influence beyond the screen, resulting in several remarkable marketing collaborations.
The original season, which released back in September 2021, quickly gained massive popularity, eventually becoming Netflix's most-watched series of all time—a title it retains to this day. The upcoming season will consist of just seven episodes, down from nine episodes of the first season. Original creator Hwang Dong-hyuk returns to write and direct the new season, and it will continue to follow the story of Lee Jung-jae as Gi-hun, also known as Player 456.
Three years post his harrowing experience where he managed to walk away with the cash prize, Gi-hun now has new motivations as he returns to the game—this time with fresh participants vying for the staggering 45.6 billion won ($38 million) cash prize.
While excitement builds around the show's narrative, the surrounding pop culture phenomenon is worth noting. The Squid Game phenomenon has led to various marketing collaborations, showcasing the franchise's influence on brands around the world.
Major brands are leveraging the upcoming season to reach out to the show’s dedicated fan base. The limited-edition Squid Game Classic Clogs by Crocs are among the highlighted merchandise. These clogs, inspired by the green tracksuits worn by the contestants, feature Jibbitz charms representing characters and themes from the show, starting at $69.99. This playful footwear ties back to the nostalgic yet ominous essence of the series.
Food and beverage brand Knorr has also entered the fray with its range of Korean ramen inspired by the show, available in three distinctive flavors: Spicy Gochujang Chicken, Spicy Kimchi Veg Meal, and Spicy Jjajangmyeon Veg Meal. Their tagline, “Dare to slurp,” captures the audacious spirit of the series.
The fashion brand Puma has plans to introduce tracksuits reminiscent of those worn by characters from Squid Game. The new T7 design tracksuits and limited edition sneakers will hit stores, marking Puma's foray directly inspired by the show’s bold wardrobe.
Meanwhile, About You, Europe’s prominent fashion retailer, has dropped its exclusive collection infused with Y2K streetwear style combined with dark, edgy vibes rooted in the show’s narrative. Prices for this collection range from €25.90 to €89.90, catering to fashion-conscious fans eager to integrate Squid Game aesthetics.
Video gaming is not left out either, with Call of Duty announcing plans to include Squid Game thematic content for both Black Ops 6 and Warzone. This cross-industry synergy aims to attract the show's fanbase to the gaming platform, creating engaging new experiences for players through the incorporation of familiar Squid Game elements.
Language education platform Duolingo is also hopping on the bandwagon with its “Learn Korean or Else” campaign. Following the first season's success, which motivated many users to explore the Korean language, the platform offers courses featuring 40 phrases specific to the show, blending education with entertainment.
Lastly, convenience store chain Circle K has launched its own line of Squid Game-themed snacks and drinks, featuring character-themed potato chips and energy drinks, bringing the world of Squid Game directly to fans' taste buds.
This season’s collaborative efforts signify the extent of Squid Game's impact on the larger pop culture narrative and its powerful merchandising muscle. With nostalgia and competitive thrills at play, these brands are capitalizing on the fervor surrounding the show, ensuring they are part of the Squid Game conversation.
With its impending premiere set to immerse audiences once more, Squid Game Season 2 is prepared not only to deliver excitement through its storytelling but to dominate the pop culture arena with its innovative marketing partnerships. Fans will not only watch to see if Gi-hun survives the game yet again but will likely engage with the various brand experiences born from this cultural phenomenon.
Get ready to tune in on December 26th when Squid Game returns to Netflix, and immerse yourself fully, not only through the screen but through the tantalizing offerings from its collaborative partners.
