With the highly anticipated premiere of Squid Game 3, not only have the sadistic games and iconic characters of the most successful Netflix series returned, but the commercial phenomenon surrounding its universe has also made a comeback—stronger than ever. From department stores to alcoholic beverages, the Squid Game marketing machine has infiltrated every corner of this dystopian thriller, turning it into a global consumption powerhouse.
As millions of people search on Google for Squid Game 3 series spoilers, the list of official brand collaborations keeps growing, in a paradox that mixes social criticism with million-dollar marketing strategies.
READ ALSO. How many episodes does Squid Game 3 have? Here’s the number confirmed by Netflix
Which clothing and accessory brands launched Squid Game 3 products?
Big fashion retailers didn’t miss the chance to ride the Squid Game wave. Global brands like PUMA, Primark, Pull\&Bear, Hot Topic, BoxLunch, and Aéropostale, in partnership with Liverpool Mexico, have released collections inspired by the series.
Hoodies, t-shirts, tracksuits, accessories, and home items feature the iconic imagery of masked guards, circles, triangles, squares, and even references to the deadly childhood games from the Korean hit.
Some launches had specific dates: Pull\&Bear released its collection on June 27, while PUMA and Hot Topic will debut their products on July 10 and July 1, respectively.
Additionally, in Korea, the Shinsegae department store has joined with official products, reinforcing the show’s connection to its home country.
Which beverages and consumer products are associated with the series?
Beyond fashion, beverage brands are also part of the hype. The iconic bottle of HiteJinro soju, present since the early seasons, returns to the official Squid Game universe, along with a special edition of Johnnie Walker whisky, marketed as the perfect toast for the “winner” of the final game.
The list of consumer products inspired by the show also includes unique collaborations, such as Bitz popcorn in Mexico, Domino’s Pizza in Colombia, Doritos in the UK, Seara round chicken in Brazil, and Mahou beverages in Spain.
Even brands like KFC in Spain, Funko Pop!, Kakao Friends in Korea, and Yummer’s in Europe, the Middle East, and Africa have launched themed products, from toys to snacks, all capitalizing on the show’s global popularity.
Which entertainment experiences and video games joined the phenomenon?
Video games are a core part of the strategy. Squid Game: Unleashed, the multiplayer party royale game, has been refreshed with new characters and games, including the highly anticipated “Jump Rope,” coinciding with the series finale.
But that’s not all. Starting June 27, Squid Game also became available in Fortnite via the Unreal Editor and Fortnite Creative, allowing players to design their own versions of the show’s challenges.
On July 18, Free Fire joins the craze with survival challenges and themed items. Meanwhile, Roblox fans can now immerse themselves in Squid Game: The Final Games, an experience featuring mini-games and digital items inspired by all three seasons, with over 20 official Netflix items.
Additionally, Squid Game: The Experience, a real-life activation where participants can live the show’s challenges, is now open in New York, Seoul, Sydney, London, and soon, Dallas, reinforcing the idea of “living the game” in the real world.
Tourism and the Squid Game phenomenon
As part of a comprehensive strategy blending entertainment and tourism, Netflix partnered with the Korea Tourism Organization. Thanks to this collaboration, exclusive tours are offered for fans to visit the country and experience the culture, locations, and roots that inspired the series.
