Shinsegae Department Store announced on the 17th that it will exclusively partner with Netflix to showcase a Squid Game popup.
This collaboration is planned to coincide with the release of Netflix's series Squid Game Season 2, scheduled for the 26th. The aim is to enhance content competitiveness through synergy with Squid Game, which is regarded as the highest-rated K-content on Netflix.
From the 20th, experience spaces replicating the set of Squid Game will be established at the Shinsegae Gangnam and Busan Centum City stores. At the Gangnam store, visitors can rent green training suits and take photos on the metal bunk beds from the dormitory. A photo booth for experiencing participant registration photographs from the show will also be available.
A goods store featuring over 300 collaboration products developed using Squid Game will open in five locations nationwide (Gangnam, Main Store, Centum, Gwangju, and Daejeon). The selection includes fashion and accessories from Malbon Golf, LowlaLowla, Birthday Suit, Odd Socks, as well as food and beverage offerings from salt bread restaurant Betong and churros brand Minut Papillon.
For the first time in the country, a collaboration with renowned pop artist KAWS will be showcased. Shinsegae will offer exclusive products such as limited edition Squid Game t-shirts, hoodies, sweatshirts, and eco bags designed by KAWS.
A mobile game offering a total prize of Shinbaek Reward 45,600,000 won will also be held until January 5 of next year. This is inspired by the show's premise of survival games for a prize of 456 billion won. Game operators wearing pink protective suits, called Pink Guards, will appear at stores including those hosting the popup store, distributing invitations to the Shinsegae app.