Inside Netflix's Elaborate Marketing Push for 'Squid Game' Season 2

Netflix is pulling out all the stops to promote the long-awaited second season of Squid Game, the platform’s most-watched show ever.

With the show’s return set for December 26, Netflix is taking an all-out approach to its marketing, pushing the boundaries of how a TV show is promoted.

In fact, Squid Game’s sophomore season is one of the most-anticipated releases of the year, already making waves before even airing. It has even snagged a Golden Globe nomination in the Best Television Series – Drama category despite not having been released yet.

The scale of Netflix’s marketing for Squid Game’s second season is massive. From real-world experiences to a wide range of product collaborations and even billboards, Netflix is leaving no stone unturned.

Although the streaming giant hasn’t disclosed how much it’s spending on the campaign, it’s clear that the budget is substantial.

Netflix

Immersive Gamebox

For fans eager to dive deeper into the world of Squid Game, Netflix has launched immersive experiences like Squid Game: The Experience. The New York activation, which opened in October, sold out within weeks, drawing massive crowds. Similar events have since been launched in Sydney and Madrid, with plans to expand into Seoul next year.

In these experiences, fans can interact with the series’ iconic elements. In partnership with Johnnie Walker, a custom bar is featured at Squid Game: The Experience, offering unique cocktails for guests.

Big Brand Collaborations

Netflix’s brand partnerships also add to the excitement. Major companies like Xbox, Domino’s, Johnnie Walker, and Duolingo are involved in promoting the upcoming season.

According to Magno Herran, Netflix’s VP of brand and partner marketing, the company’s strategy is rooted in creating "authentic" collaborations that connect deeply with the Squid Game universe.

Johnnie Walker, for example, has launched a special edition of its Black Label Scotch whisky, featuring packaging that ties into the show. The limited-edition bottles, which are numbered 456—just like the players in Squid Game—are being sold in 20,000 stores worldwide. The Striding Man logo has also been updated to showcase a Squid Game-style tracksuit, and the campaign is running through high-profile ads, including during the NFL Christmas Day game.

World Brand Design Society

Duolingo, a first-time advertiser with Netflix, is promoting its Korean language courses by using the show’s iconic "Pink Guards" in a playful campaign that includes a K-pop remix of the song Pink Guards. The campaign is being featured on Netflix’s ad-supported plan, on billboards in Los Angeles and New York, and through a TikTok campaign.

DesignRush

Meanwhile, Xbox is offering fans the chance to choose sides with a Squid Game-inspired Pink Guard Instinct Pro Controller, available for purchase on Best Buy’s U.S. website. Scuf Gaming, another collaborator, has also launched controllers inspired by the show.

Raising the Stakes for Season 2

Netflix knows it needs to recapture the magic of the first season, which became a global phenomenon in 2021. That first season, which broke records and made history by becoming the first non-English show to win an Emmy, had little to no marketing budget behind it. The success of Squid Game caught Netflix by surprise, and now the stakes are higher than ever.

"We knew it would do well in Korea, but the scale and level at which it captivated members around the world was something we didn’t expect," Herran said. "I think the stakes are so much higher because everyone is talking about the show and excited about the return."

In season 2, the players face increasingly difficult decisions, including whether to continue the deadly competition. This idea of choice has been woven into Netflix’s marketing efforts, with campaigns that challenge fans to make their own tough choices.

Global Marketing Push

Netflix is using its worldwide reach to market the new season. In Bangkok, a giant Young-hee doll has been making waves on the Chao Phraya river, while Manila’s Christmas market has been transformed into a Squid Game-themed playground.

In Kuala Lumpur, stations have been set up to host ddakji games, and Sydney’s Bondi Icebergs Pool has staged live Red Light, Green Light games. Young-hee herself has even made an appearance on Sydney Harbour.

This global marketing blitz is paired with product collaborations in various industries, including food and beauty. Knorr India has launched Korean ramen, Jinro is producing special edition soju, and Olive Young is releasing Squid Game-themed beauty products. Even Kakao Friends is getting involved with character collections that tie into the series.

For creator Hwang Dong-hyuk, the pressure to deliver an even bigger and better season is immense. After the success of the first season, Hwang has had to create seasons two and three back-to-back, a daunting task that has taken a toll on him.

Young-hee cruising through Sydney Harbour. (Netflix)

He’s even lost eight teeth from the stress of working on this franchise, but his passion for the show has kept him going. What started as a single-season show has turned into a 12-year journey, making Squid Game South Korea’s most valuable television property.

The Big Return

The second season of Squid Game promises to be as intense as ever, with returning stars Lee Jung-jae and Lee Byung-hun alongside newcomers Park Gyu-young, Jo Yu-ri, and Lee David. The seven-episode season drops on December 26, strategically timed to dominate viewership between Christmas and New Year’s, much like past Netflix hits Bridgerton and Wednesday. With a third season already greenlit for 2025, Netflix has high hopes for Squid Game's future.