Netflix's Squid Game: A Cultural Phenomenon with Brand Collaborations

Netflix is demonstrating that its global hit Squid Game transcends mere television, evolving into a cultural phenomenon through strategic brand partnerships. As anticipation builds for the second season debuting on December 26, the streaming service is executing an elaborate marketing strategy that mirrors the show's intense game mechanics.

A standout collaboration involves the language-learning app Duolingo, which has launched an ad campaign featuring its owl mascot as a potential game host. This clever campaign aims to engage language learners by incorporating iconic phrases from the series, such as "Trust no one" and "You've been eliminated," into Korean lessons. Following the first season, Duolingo experienced a remarkable 40% increase in Korean language learners, highlighting the show's impact on cultural engagement.

Other brands are also joining the fray. Knorr has introduced a ramen challenge reminiscent of the show’s deadly competitions, while McDonald's Australia has rolled out a "Dare to Play" campaign featuring a special Squid Game meal that includes Dalgona candy and a chance to win $100,000. Crocs has launched a limited-edition collection inspired by the series, transforming their clogs into themed survival gear.

These collaborations not only showcase creativity but also illustrate how Squid Game has become a global touchstone, motivating language learning and enhancing consumer engagement. Each brand is strategically aligning itself with the themes of survival and competition inherent in the series, contributing to a broader narrative that resonates with audiences worldwide.