Red Light, Green Light: How Squid Game shaped brand strategies

Koreans may be known for their addictive dramas and chart-topping pop music, but let’s face it—India didn’t see the Hallyu wave coming like this. One minute we’re binge-watching Crash Landing on You, and the next, we’re fighting over who gets the last pack of instant kimchi ramen. Somewhere between Red Velvet’s “Psycho” and Squid Game’s candy-cutting challenge, India’s love for Korea went from casual dating to a full-blown marriage proposal.

The global surge of Korean pop culture, driven by the Hallyu wave, has reached new heights with Squid Game Season 2, influencing Indian consumer behaviour in exciting ways. With Netflix reporting a 360% increase in the consumption of Korean dramas in India, the show has become a cultural phenomenon, sparking innovative brand collaborations.

Squid Game's influence stretches beyond entertainment into food, fashion, and brand marketing. The rise of Korean-inspired food, especially ramen, mirrors the show’s iconic candy-cutting challenge, with fast food chains and brands launching themed products. The demand for Korean fashion has surged, with Squid Game's distinctive visual style inspiring collections that appeal to Indian youth.

Brands are keen to tap into this cultural shift, increasing ad spends and creating campaigns that merge entertainment with marketing. From themed pop-up events to interactive vending machines, companies are aligning themselves with the Squid Game craze. Netflix, as the platform fuelling this wave, plays a pivotal role by exposing Indian audiences to Korean content, thus inspiring brands to integrate Squid Game themes into their campaigns. Netflix has become the cultural thread, driving both creative collaborations and consumer engagement.

Here are our favourite brrand collaborations around the world inspired by Squid Game Season 2, exemplifying how the convergence of entertainment and marketing is reshaping consumer experiences, while Korean culture makes it's space in India.

Hanumankind’s Rap Anthem: The Game Don’t Stop”

Indian rapper Hanumankind, alongside Kalmi and Parimal Shais, delivered an electrifying anthem to commemorate Squid Game Season 2. Titled “The Game Don’t Stop,” the track embodies the series’ spirit of high-stakes challenges, emphasizing the resilience needed to face life’s adversities. Its gritty beats and powerful lyrics made it a perfect companion to the show’s global premiere.

Swiggy Instamart’s Interactive Vending Machine

In a nod to Squid Game’s tension-filled games, Swiggy Instamart set up a vending machine styled like the iconic Young-Hee doll in Gurgaon. Users had to perform dramatic reenactments of their “Instamaut" to win exclusive merchandise. This quirky yet thrilling activation brought fans closer to the Squid Game universe while promoting Swiggy’s quick-delivery promise.

Knorr’s Dare-to-Slurp Challenge

Knorr launched a limited-edition ramen range with flavors inspired by Korean cuisine, such as Jjajangmyeon, Spicy Kimchi, and Gochujang Chicken. Each pack included a QR code for the “Dare-to-Slurp” challenge—an interactive game that rewarded winners with an all-expenses-paid trip to Seoul and entry to a Squid Game fan event. This initiative combined culinary adventure with interactive gaming, drawing both food lovers and show fans.

KFC’s Korean-Inspired Menu

KFC Spain embraced Squid Game mania by introducing a bold menu. Highlights included a pink-bun burger stuffed with Korean-glazed chicken, sesame, and coleslaw, along with crispy strips and wings coated in Korean spicy sauce. The visually striking dishes mirrored the show’s intense aesthetic and gave foodies a taste of Korea, further tying into the series’ cultural roots.

Doritos Dinamita’s Squid Game of Luck

Doritos Dinamita launched an interactive promotional campaign that tested participants’ luck. Fans chose between keeping a bag of their favorite Dinamita chips or risking it all for bigger rewards—echoing the gamble of life and death in the series. This campaign cleverly merged the thrill of Squid Game with the brand’s fiery and bold identity.

Call of Duty’s Squid Game-Themed Events

In January 2024, Call of Duty: Warzone and Black Ops 6 kicked off their Squid Game -inspired events. Players navigated special maps themed around the series, complete with game modes like the infamous Red Light, Green Light. This collaboration merged Squid Game’s intense gameplay with Call of Duty’s action-packed universe, offering fans a chance to experience the show’s challenges virtually.

Netflix India’s Out-of-Home Campaign

Netflix India turned Delhi Metro into a Squid Game playground by wrapping train carriages with visuals of pink guards and Young-Hee dolls. The campaign extended to public service announcements featuring the show’s Frontman.  Then the pink gaurds can be seen all aorind the country from Squid Game themed sunburn festivals in Goa ot Gateway of India in Mumbai. This bold, immersive approach ensured Squid Game Season 2 dominated public spaces, building excitement among fans.

Just Eat Ireland’s EliminATE Game

Food delivery brand Just Eat Ireland gamified dining with its “EliminATE” challenge. Customers were tasked with finishing their meals without being “eliminated” by hidden rules. Winners scored exclusive prizes. The campaign combined suspense with gastronomy, mirroring Squid Game’s themes of strategy and survival.

McDonald’s Australia’s Squid Game Meal

McDonald’s Australia jumped on the Squid Game bandwagon by offering a themed meal featuring classic options like Big Macs and Chicken McNuggets, paired with a Dalgona candy. The addition of the iconic Korean treat allowed fans to partake in the candy-cutting challenge, a key moment from the series.

John Jacobs’ Squid Game Eyewear Collection

Luxury eyewear brand John Jacobs unveiled a limited-edition collection featuring designs inspired by the Squid Game universe. Elements like honeycomb symbols, masks, and guard shapes were subtly integrated into the frames. This blend of sophistication and fandom made the collection a hit among fashion-forward fans. LLLLLLLLLLLLLL

https://www.johnjacobseyewear.com/collections/squid-game

Cadbury 5 Star’s Quirky Campaign

Cadbury 5 Star, known for its witty campaigns, aligned its storytelling with Squid Game themes. Though details remain scarce, early teasers hinted at a chocolate-filled take on the series’ intense challenges, using humor to diffuse the tension.

Puma’s Squid Game Sportswear Collection

Global sportswear brand Puma released a line of apparel inspired by Squid Game . Tracksuits, sneakers, and t-shirts featured the series’ signature shapes (circle, triangle, square) and its stark color palette, making it a go-to choice for fans eager to sport the look.

https://in.puma.com/in/en/collections/puma-x-squid-game

Crocs’ Limited Edition Squid Game Footwear

Crocs jumped into the Squid Game hype by releasing clogs with bold designs, including Dalgona candy motifs and the pink guards’ masks. This playful yet functional collection resonated with fans seeking casual wear with a touch of drama.

https://www.crocs.com/p/squid-game-classic-clog/210224.html

Lucie Kaas’ Squid Game Kokeshi Dolls

The Danish design brand unveiled collectible Kokeshi dolls inspired by Squid Game characters and iconic symbols. These meticulously crafted pieces were a must-have for superfans and collectors alike, offering a stylish nod to the series.

https://luciekaas.com/pages/squid-games-x-lucie-kaas?srsltid=AfmBOopfR5okCceNkMjBaFI43ozM61MZOIIhzyjEFm0f9iMV-OOXmLpG

Displate’s Metal Posters

Displate introduced high-quality metal posters featuring Squid Game visuals, from the guards’ masks to key game moments. These durable, striking designs turned any space into a shrine for fans of the show.

https://displate.com/licensed/squid-game

Johnnie Walker’s Limited-Edition Black Label

The whisky giant joined the fray with Squid Game -themed packaging for its iconic Black Label. Limited-edition bottles adorned with the series’ symbols became a collector’s item for whisky enthusiasts and show fans.

https://www.johnniewalker.com/en/our-whisky/limited-editions/johnnie-walker-black-label-squid-game-edition

Diljit Dosanjh Meets Pink Guards

In an unexpected collaboration, Squid Game’s pink guards escorted Punjabi superstar Diljit Dosanjh at Chandigarh Airport during his Dil-Luminati Tour promotion. This dramatic stunt combined pop culture and fandom in a unique spectacle.

https://www.instagram.com/reel/DD61CWmN286/?igsh=OW53eWdyZndkZ284

Dominos USA Emergency Pizza

An Emergency Pizza can truly save the day, even in the high-stakes world of Squid Game. On December 12, during Squid Game: The Experience, Domino’s stepped in to offer a year’s worth of free Emergency Pizza to the players with the lowest scores—just when they needed it most. This unique partnership goes beyond the event, with custom creative showcased across various channels. Additionally, Domino’s has become the Title Sponsor for Squid Game Season 2 on Netflix's ad-supported plan, solidifying its presence in the franchise.

Korean or Get Eaten" is a song by Duolingo and Netflix in support of their "Learn Korean or Else" campaign. The song is a K-pop remix of the song "Pink Guards" from the show Squid Game. It's available on Spotify and you can also watch the music video on YouTube.