Ahead of the release of Squid Game Season 2 on December 26, Netflix has launched a large-scale marketing campaign at iconic tourist locations worldwide.
The campaign reportedly features a budget on par with Netflix’s global hits like Stranger Things and Bridgerton. Mascots of the series, including the famous "Younghee" doll and staff members in iconic costumes, appeared at various locations such as Gwanghwamun Square in Seoul, the Sydney Opera House in Australia, and the Chao Phraya River in Bangkok, drawing significant attention.
In Paris, France, 456 fans dressed in green tracksuits participated in a live "Red Light, Green Light" game on the Champs-Élysées.
Meanwhile, in Los Angeles (LA), a 4.56km running event attracted over 1,600 participants, competing for early screening tickets for Squid Game Season 2.
Additionally, Netflix has collaborated with various global brands for promotional tie-ins.
Searching for "Squid Game" on Google reveals a brown envelope with ○△□ symbols. Clicking it launches a mini-game where players dodge Younghee’s gaze while pressing OX buttons to reach the goal.
In France, Burger King introduced a special Squid Game-themed menu featuring Korean-style chicken and bulgogi sandwiches.
In Australia, McDonald’s launched dalgona candy (honeycomb toffee) as a new menu item, offering successful participants a chance to win green tracksuits or enter a lottery for a prize of AUD 100,000.
Bloomberg estimated the value of Squid Game at $900 million following the success of Season 1 in 2021.
Squid Game Season 2 consists of seven episodes and will premiere globally at 5:00 PM on December 26.
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