The bloody third season of "Squid Game" has already racked up over 60 million views within days, climbing to the top of Netflix’s most-watched list. Global brands, eager to ride the wave of the Korean hit’s explosive success, aren’t staying on the sidelines. According to a new review by international marketing magazine Merca 2.0, "Squid Game" has become a full-blown marketing machine.
The franchise’s marketing reach spans numerous brands—some official partners, others producing merchandise “inspired” by the show. These products borrow heavily from the series’ brutal world of deadly childhood games. After the first season, Bloomberg estimated the "Squid Game" brand was worth over $900 million to Netflix—a number that has now clearly crossed the billion-dollar mark.
Fashion retailers were among the first to capitalize. Chains like Primark and Pull&Bear, well-known to Israeli audiences, launched collections featuring series-inspired motifs. Global brands such as Hot Topic, BoxLunch, Aéropostale, and others released sweatshirts, T-shirts, joggers, accessories, and home decor featuring the guards’ iconic masks and symbols—circles, triangles, and squares—as well as references to the show’s deadly games.
In Korea, local department store Shinsegae launched an official line of merchandise, deepening the show’s ties to its country of origin. Beyond fashion, beverage brands also jumped on the bandwagon. The iconic HiteJinro soju bottle, seen in earlier seasons, has returned to the official "Squid Game" universe alongside a special-edition Johnnie Walker whiskey, billed as the perfect shot for the “winner” of the final game.
The product lineup extends far and wide. Unique collaborations include Bitz popcorn in Mexico, Domino’s Pizza in Colombia, Doritos in the UK, Seara chicken in Brazil, and Mahou beverages in Spain. Local brands around the world have released their themed items, from toys to snacks, all tapping into the show’s global appeal.
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Video games are a central part of the strategy. Squid Game: Released, a multiplayer video game, recently got an update featuring new characters and challenges, including the infamous "deadly jump rope." On June 27, "Squid Game" became available within the popular game Fortnite, allowing players to design their versions of the series’ trials.
But virtual experiences pale in comparison to real-life ones. Themed amusement parks inspired by the show have opened across the globe, allowing fans to try the games for themselves. Locations include New York, Seoul, Sydney, London and, soon, Dallas.
Even South Korea is benefiting from the phenomenon. A collaboration between Netflix and the Korea Tourism Organization has launched a special fan tour, offering visitors a chance to explore the cultural landmarks and roots that shaped the show’s unique universe.