Ahead of the scheduled release of the Netflix series "Squid Game" Season 2 on the 26th, the distribution industry is focusing on collaborative marketing. This strategy aims to lift the subdued year-end atmosphere, impacted by economic recession and political turmoil, through popular content.
Shinsegae Department Store is the only one in South Korea to have partnered with Netflix, operating an exclusive popup store for "Squid Game" Season 2 since the 20th.
Experience spaces replicating sets from the series will be provided at the Gangnam branch in Seoul and the Centum City branch in Busan, along with a goods store selling over 300 collaboration items developed using "Squid Game" at major branches nationwide.
Visitors can wear green training suits and take selfies on the metal beds in the dormitory, and they can also experience photo sessions registering as participants from the series.
Experience spaces replicating sets from the series will be provided at the Gangnam branch in Seoul and the Centum City branch in Busan, along with a goods store selling over 300 collaboration items developed using "Squid Game" at major branches nationwide.
Visitors can wear green training suits and take selfies on the metal beds in the dormitory, and they can also experience photo sessions registering as participants from the series. The Shinsegae Department Store mobile app will also host a game event using the shapes "○△□" from the 20th to the 5th of next month. Game operators dressed as "Pink Guards" in pink protective suits will also appear at stores, including those hosting the popup store, distributing invitations to the Shinsegae app.
The convenience store industry is also experiencing the "Squid Game" craze. GS25, an official IP partner of Netflix, has been operating a popup store for "GS25 X Johnnie Walker Black Squid Game Edition" at a specialized convenience store called "Door to Seongsu" located in Seongsu-dong, Seoul, since last month. The popup store features spaces where visitors can experience games from the series, such as Dalgona, marble games, and Ddakji. GS25 plans to launch approximately 40 collaboration products, including Dalgona latte, random Dalgona, energy melon, and "Squid Game" transportation cards at stores nationwide in the future.
Olive Young will start selling collaboration products online at the end of this month, followed by major stores nationwide and will showcase them overseas through global malls.
The food and beverage industry is no exception. CJ CheilJedang has introduced limited edition packaging using "Squid Game" characters on popular products, including K-street food, dumplings, kimchi, and seaweed snacks from Bibigo. HiteJinro launched the "Chamisul Squid Game Edition" in line with the Season 2 release schedule.
"Chamisul Squid Game Edition" features a label combining the familiar characters Younghee, Pink Guard, and Frontman from "Squid Game" with drops of Chamisul soju.
Additionally, the logo of Chamisul incorporates the "M, O, S" with the pink color of "Squid Game," representing the grades of the Pink Guards through circular, triangular, and square shapes, adding design interest. Four types of goods using "Squid Game" characters will also be introduced alongside the edition product.
The actual announcement of the "Squid Game" Season 2 release has significantly increased the number of non-subscribers of Netflix expressing an intention to subscribe. According to market research firm Consumers Insight, the recognition and viewing intent rates for Season 2 have reached all-time highs even before the main release.