When “Squid Game” first burst onto screens in 2021, it wasn’t just a series—it was a cultural meteor.
Fast forward to 2025, and with its final season released on 27 June, Netflix’s Korean juggernaut has done more than dominate streaming charts.
It has become a blueprint for 360° marketing mastery, proving once again that the real game is being played in the boardrooms and brainstorms behind the scenes.
In just three days, Squid Game Season 3 racked up 60.1 million views, topping the Netflix Global Top 10 and smashing records as the first series to hit #1 in all 93 countries with Top 10 charts.
But the real story lies beyond the views.
What we’re witnessing is a marketing ecosystem firing on all cylinders—where storytelling, social strategy, global fandom, brand collaboration, and immersive experiences collide with precision.
Season 3’s launch generated 4.56 billion impressions on Netflix’s global social media channels—the highest ever for the platform.
TikTok exploded again with the iconic Red Light, Green Light clip, now Netflix’s most-viewed video at 128.6 million organic views.
The accompanying mobile game Squid Game: Unleashed shot to #1 in the App Store’s Free Action Game charts across 107 countries.
That’s not just virality—it’s velocity backed by vision.
But Netflix didn’t stop at screens.
The brand hit the streets with global fan activations in over 25 countries, from Domino Park in Brooklyn to Seoul’s grand parade.
These were no mere photo ops—Pink Guards, giant inflatables, and even Lee Byung-hun (the Front Man) turned up to play.
The Seoul finale drew over 38,000 fans, while the ongoing Squid Game: The Experience is a sold-out global attraction projected to surpass half a million visitors by summer’s end.
It’s also a masterclass in branded partnerships.
While most shows struggle to land a collab or two, Squid Game Season 2 alone featured over 100 brand tie-ins, from Crocs and Puma to Johnnie Walker and Domino’s.
Each collab became a conversation starter, leveraging the show’s visual DNA for instant recognition and shareability.
Even Duolingo jumped in—reporting a 40% rise in Korean language learners post-Season 1, they doubled down with a K-pop-inspired track that went viral on Spotify and TikTok.
The cultural resonance is unmatched.
Halloween costume searches, Vans sneaker sales, SNL parodies, and social media trends all orbit this franchise like satellites.
And while awards aren’t everything, Squid Game has its fair share—14 Emmy nominations and 6 wins for Season 1, Golden Globe nods, SAG wins, and now a Silver Lion at Cannes for its Season 2 marketing campaign.
Even the spin-off reality show Squid Game: The Challenge scored Emmy and BAFTA recognition.
The takeaway for marketers?
This is no longer just about content.
It’s about cultural engineering.
Netflix and the creators of Squid Game have fused IP, digital engagement, fandom, and physical activations into a global phenomenon.
They’ve turned a dystopian drama into a scalable marketing universe, where every player—from influencer to fan to brand partner—is part of the experience.
In a fragmented media world, Squid Game offers one clear rule: If you want to win the game, don’t just chase attention—command culture.
