The Netflix original series "Squid Game" (hereafter referred to as "Oggem") Season 2 was released on the 26th. The distribution industry is ramping up its collaborative marketing efforts. This is due to the special sales boost from the popularity and success of Oggem Season 1, which was released in 2021.
According to related industries, Oggem Season 2 was released on the same day. The distribution industry appears to be investing significant efforts in collaborative marketing with Oggem Season 2. Shinsegae Department Store, which has a direct partnership with Netflix, is operating an exclusive pop-up store for Oggem Season 2. About a week before the release of Oggem Season 2 on the 20th, a themed experience area was set up at the Gangnam and Centum City locations in Busan.
The store has prepared a photo booth where visitors can borrow green training suits to take certification photos on bunk beds or shoot registration photos as Oggem participants. Some stores, including the Gangnam location, are also selling 300 items of merchandise utilizing Oggem.
GS25, a convenience store operated by GS Retail, is an official intellectual property (IP) partner of Netflix. GS25 has been marketing Oggem Season 2 since the 20th. A pop-up store called 'GS25X Oggem' was opened in the Seongdong District of Seoul, offering game prizes that reflect the Oggem universe, such as Squid Game Jjamppong ramen, Dalgona candy, and stickers.
According to GS Retail, the average daily visitor count for the pop-up store exceeds 1,000. On the day before Christmas, more than 1,500 people visited.
CJ Olive Young, a leading name in K-beauty, has also released Oggem collaborative edition products through its own brands, Bring Green and Wake Make. Both brands introduced collaborative products featuring the character Younghee from the 'Mugunghwa has bloomed' game in Oggem.
Products inspired by the iconic symbols of Oggem have also been launched. Examples include Dalgona lip balm made with sugar inspired by Dalgona and gold collagen eye patches that match the color of the large gold piggy bank filled with prize money.
The food industry is also joining the Oggem collaborations. CJ CheilJedang's Bibigo has differentiated itself by creating limited edition packages for Oggem featuring key strategic products such as dumplings, kimchi, and seaweed snacks across 14 countries. HiteJinro released a Chamisul Oggem edition featuring the characters Younghee, Pink Guard, and Front Man in line with the release schedule for Oggem Season 2. Ottogi has showcased collaboration products such as Buttered Dried Squid and Spicy Flavor, among others, and Haitai Confectionery has launched Oggem Baked Potato Slims incorporating Dalgona, one of the major props in Oggem.
The reason the distribution industry is proactively pursuing collaborations with Oggem Season 2 seems to be a strategy to target the fading year-end sales boom. Amidst the high inflation that has depressed the domestic economy, the political turmoil caused by the 12•3 emergency military situation has prompted businesses to seek a reversal.
An industry representative noted, "Due to shrinking consumer sentiment even during the year-end, it is a reality that we have no choice but to capitalize on the halo effect from the success of Oggem Season 2. Not only is there a solid fan base from Season 1, but foreign tourists are also familiar with the content, so we expect a rebound in sales through collaborative products and merchandise."
Furthermore, industry experts view this collaborative trend as a move to target so-called Ditto consumption. It goes beyond simply watching Oggem content to creating a sense of community by purchasing and experiencing the props featured in the content in their daily lives.
A representative from the industry said, "During the Dalgona craze from Season 1, related products sold very well, and recently, sales of green training suits have increased by 20-30% compared to the same period last year,” adding that this reflects a consumer trend that seeks to share and experience the emotions tied to the content.
Lee Eun-hee, a professor at Inha University, stated, "There is great anticipation for Oggem Season 2," and added, "Many people who visit pop-up stores will likely be inspired to purchase collaborative products or see pictures posted on social media (SNS) by those they've seen visiting."
Given the current domestic market’s sluggishness due to economic downturns, there is also a perspective that the Oggem Season 2 collaborations could aid companies in breaking into global markets.
An industry representative remarked, "In Season 1, the ramen that the characters ate as a snack, which wasn't even indirect advertising (PPL), sold like hotcakes worldwide due to the publicity it received. Companies within the distribution industry that remember this probably planned their collaborative products with global expansion in mind."