Squid Game Mania: How Korean Culture Redefined Brand Strategies

Korea's irresistible pop culture has officially taken over India. From binge-watching Crash Landing on You to scrambling for the last pack of kimchi ramen, the nation's fascination with Korea has shifted from casual interest to an all-consuming craze. Riding high on this wave is Squid Game, the show that went from being a global phenomenon to reshaping Indian consumer behaviour in unexpected ways.

Netflix’s reports reveal a staggering 360% growth in Korean drama consumption in India, highlighting the nation’s obsession with all things Hallyu. Season 2 of Squid Game has pushed the bar even higher, igniting brand collaborations that combine entertainment and marketing into innovative campaigns.

The influence of Squid Game has gone far beyond our screens, impacting food trends, fashion choices, and even brand strategies. For instance, Korean ramen and the show’s iconic candy-cutting challenge have inspired themed products launched by fast food chains. Simultaneously, the show’s bold visual aesthetics have led to fashion collections that resonate with India’s style-conscious youth.

Brands are eager to ride the wave, ramping up their ad spends to create campaigns that mirror the unique themes of Squid Game. Interactive vending machines, pop-up events, and limited-edition product lines are just some of the creative ways companies are engaging audiences.

As the platform powering the Korean cultural surge, Netflix plays a central role in driving this phenomenon. By curating a rich library of Korean dramas and shows, Netflix has become a cultural catalyst, introducing millions of Indians to Korean entertainment. This has, in turn, inspired brands to align their strategies with the Squid Game aesthetic, blending storytelling with marketing to enhance consumer experiences.

One key example is how brands have integrated game-like challenges into their marketing efforts, allowing customers to engage with products in fun, Squid Game-inspired ways. By doing so, they tap into the thrill and nostalgia the show evokes, making it irresistible to fans.

The cultural synergy between Korean entertainment and Indian consumers is only set to deepen. As Hallyu-inspired trends continue to grow, brands have a golden opportunity to craft immersive campaigns that strike a chord with audiences. The convergence of entertainment and marketing is reshaping how we experience both.

In the end, Squid Game Season 2 is not just a show; it’s a movement—one that’s redefining how brands connect with consumers, making Korean culture an integral part of India’s lifestyle.