When Netflix’s Squid Game premiered in September 2021, no one could have predicted the cultural explosion it would ignite. A seemingly unassuming South Korean drama turned into a global phenomenon overnight. Its chilling yet captivating premise, stunning visuals, and deeply human themes of desperation and survival struck a chord with audiences worldwide. But what truly sets Squid Game apart is how it transcended screens and became a marketing goldmine for brands across industries.

As the buzz around Squid Game resurfaced with the announcement of its much-anticipated Season 2, brands seized the opportunity for moment marketing. Leveraging the renewed excitement, they created campaigns that not only rode the wave of the show’s popularity but also engaged audiences with a sense of immediacy and relevance. From eye-catching campaigns to limited-edition collaborations, the Squid Game boom showed us the power of pop culture in marketing. Let’s dive into why brands couldn’t resist the allure of this dystopian drama and how they turned a TV show into a universal marketing language.

 Why Squid Game Resonated with the World

Before we delve into the brand collaborations, it’s essential to understand why Squid Game resonated so deeply. The series’ core themes financial struggles, societal inequalities, and the human instinct for survival are universally relatable. It portrayed an exaggerated version of real-life struggles that many people face, especially in the wake of the COVID-19 pandemic, which left millions grappling with economic hardships.

The show’s visual elements also played a significant role. The eerie yet vibrant color palette, the iconic green tracksuits, and the hauntingly cheerful doll from the “Red Light, Green Light” game became instantly recognizable symbols. These visuals were not just memorable; they were marketable.

The Rise of Squid Game Inspired Marketing

As Squid Game took over social media, brands saw an opportunity to ride the wave of its popularity. The announcement of Season 2 served as a perfect moment for renewed engagement. From multinational corporations to small businesses, everyone found a way to incorporate the show into their marketing strategies. Let’s explore some standout examples:

1. Burger King’s “Squid Game” Burgers

Burger King in South Korea launched a campaign inspired by Squid Game, introducing burgers in green and pink packaging reminiscent of the contestants’ uniforms and the guards’ suits. They even created challenges similar to the games in the show, where customers could win free meals. This campaign was a hit, blending pop culture with the fast-food experience.

 2. Louis Vuitton’s Collaboration with Jung Hoyeon

Jung Hoyeon, who played the enigmatic Kang Saebyeok, became a global fashion icon overnight. Louis Vuitton quickly tapped into her newfound fame, making her their global ambassador. This collaboration not only elevated Jung’s career but also helped Louis Vuitton connect with a younger, more diverse audience.

 3. TikTok Trends and Small Business Creativity

The viral nature of Squid Game extended to TikTok, where users recreated games like the Dalgona candy challenge. Small businesses joined in, selling Dalgona candy kits and themed merchandise. These entrepreneurs tapped into the show’s popularity to boost sales, proving that you don’t need a massive marketing budget to ride a pop culture wave.

 4. Sports Teams’ Squid Game Inspired Challenges

Sports teams worldwide integrated Squid Game elements into their fan engagements. For instance, the UAE’s Sheikh Zayed Festival hosted a real-life version of Squid Game (minus the life or death stakes, of course). It drew massive crowds and created buzz, showing how the show’s appeal transcended traditional marketing.

 The Emotional Connection: Why It Worked

What made these campaigns successful was their ability to forge an emotional connection. Squid Game wasn’t just a show; it was a conversation starter about societal issues, a shared experience during a challenging time, and a source of both entertainment and introspection. By aligning their brands with the show, companies tapped into these layers of meaning.

However, this approach wasn’t without its risks. Some critics argued that using a show about financial desperation to sell products was tone-deaf. For example, some campaigns faced backlash for trivializing the show’s dark themes. The fine line between creative marketing and insensitivity became a hot topic of debate.

Lessons for Marketers

The Squid Game boom offers several takeaways for marketers:

1. Timeliness Is Key : Pop culture moments have a short shelf life. Brands that acted quickly were able to capitalize on the show’s initial wave of popularity. The renewed excitement around Season 2 created another window of opportunity for moment marketing.

2. Know Your Audience : Successful campaigns resonated with audiences because they understood the emotional and cultural impact of Squid Game. Authenticity mattered.

3. Balance Creativity and Sensitivity : While leveraging pop culture can be impactful, it’s crucial to respect the context. Brands that overlooked the show’s underlying themes risked alienating their audience.

4. Visual Storytelling Wins : The show’s iconic visuals made it easy for brands to create recognizable and engaging campaigns. Investing in strong visuals can amplify the impact of any marketing strategy.

 The Lasting Impact of Squid Game

Even as new trends emerge, the Squid Game boom serves as a case study in the power of storytelling and cultural relevance. The show’s success highlighted the importance of understanding what resonates with people on a deeper level. It wasn’t just about the games or the gore; it was about the humanity and desperation behind them.

For marketers, Squid Game was more than a trend it was a reminder that great marketing starts with empathy. Whether it’s through a viral campaign, a product collaboration, or a social media post, the best strategies are those that connect with people’s emotions and experiences.
As we move forward, the question isn’t whether brands will continue to collaborate with pop culture phenomena they will. The real question is. How can they do it in a way that feels genuine, thoughtful, and impactful. If Squid Game taught us anything, it’s that the answers lie in understanding the stories that unite us.