'Squid Game 2' Launches Global Promotion Campaign

The Netflix series Squid Game Season 2, set to premiere on December 26, explores the intense clash between Gi-hun (Lee Jung-jae), who returns to the deadly games seeking revenge, and the Front Man (Lee Byung-hun), who awaits his return. The new season promises the start of another deadly game.

Ahead of its release, Netflix held large-scale fan events globally, kicking off in Italy in October and spanning 11 countries across Asia, Europe, the Americas, and South America.

These events featured various activities, including races, maze games, and DJ performances, along with the showcasing of Korean food and culture. This immersive experience offered global fans not only a taste of Korean content but also an introduction to broader Korean culture. The events generated over 2.15 billion impressions across Netflix's global social media channels, reaffirming worldwide enthusiasm for Korean content.

Promotions for Squid Game Season 2 began in earnest at Europe's largest comic convention, Lucca Comics & Games Festival, held in Italy on October 30. A Squid Game-themed pavilion and special pop-up stores in the Piazza dell'Anfiteatro provided an immersive experience for over 20,000 attendees. On October 31, director Hwang Dong-hyuk, Lee Jung-jae, and Wi Ha-jun hosted a special event to meet fans in person.

On December 1, Squid Game 2 kicked off a series of global fan events with a game of "Red Light, Green Light" on the Champs-Élysées in Paris. Out of 50,000 applicants, 909 participants aged 18 and older took part, while 20,000 fans attended in person, and over 4.2 million viewers joined via YouTube live streams and replays. In the Netherlands, from December 6–8, more than 4,000 fans navigated a specially designed Squid Game maze, recreating the series' settings and offering an exhilarating experience.

On December 12, Los Angeles hosted a 4.56K race inspired by Squid Game's iconic number "456." Over 1,700 fans donned green tracksuits to participate, drawing significant attention. In São Paulo, Brazil, about 2,000 fans joined a 6K race at Parque Villa Lobos on December 14. On the same dates, in Warsaw, Poland, 1,400 fans gathered at the Squid Game arena to play iconic games like "Red Light, Green Light," tug-of-war, dalgona, and marbles, competing for exclusive prizes.

In London on December 18, the "Squid Game: The Rave" music festival took place at Drumsheds, featuring Korean artists Mogwaa, Yu Su, and headliner Peggy Gou. On December 19, at Bondi Icebergs in Sydney, Australia, the game "Red Light, Green Light" was supervised by a lifelike Young-hee doll. Over 550 spectators watched as participants competed under the vigilant gaze of Young-hee, surrounded by 60 Pink Guards.

Domestic Promotions: Immersive Pop-ups and Light Shows

In Korea, Squid Game fans can enjoy special pop-up events at Shinsegae Department Store. From December 20 to January 12 at the Gangnam location and until January 5 at Centum City, visitors are greeted by a life-sized Young-hee, photo booths, and replicas of the series' maze-like stairs. The Gangnam pop-up offers green tracksuit rentals and a look at the piggy bank, alongside exhibits like the actual bunker beds and OX voting machine used in the show. Starting December 29, the space will transform into a hands-on area where visitors can experience games from Season 2 and win exclusive advent calendars.

In Busan, the Centum City pop-up features an OX voting zone, a giant maze staircase, and a carousel used in filming, offering fans an immersive experience.

At Gwanghwamun Square, as part of Seoul Winterfest's "Seoul Light Gwanghwamun," Squid Game installations, including a striking Young-hee sculpture, will be on display until January 5. The installation, featuring ○△□ symbols, has become a must-see photo spot. Haechi Plaza has also been transformed into a relaxing Squid Game-themed space with an enhanced media wall.

Finally, media façades in Myeongdong and Samsung Station add to the festive atmosphere, running from December 6 to January 5 and December 31, respectively. These vibrant displays show Pink Guards preparing for new games and amplify excitement for the upcoming season with the message, "The games are ready."