To The Moon

The Squid Game Phenomenon

When Squid Game first premiered, it broke Netflix records and became a cultural juggernaut. Beyond its gripping storyline, the show influenced everything from Halloween costumes to TikTok trends. The dystopian drama’s striking visuals, unique characters, and social commentary made it a goldmine for brand collaborations.

With the release of Squid Game 2, its cultural relevance has been reignited. The sequel is already dominating conversations, social media, and streaming platforms. For brands, this creates a unique opportunity to tap into its fanbase and ride the wave of its success.

Key Collaborations to Watch in 2024-2025

Fashion Brands

Gucci x Squid Game: Luxury meets dystopia as Gucci rolls out limited-edition apparel inspired by the show’s iconic costumes. The collaboration combines high fashion with pop culture, appealing to younger, trend-focused consumers.

Adidas Originals: Adidas has launched a sneaker collection featuring designs inspired by the Squid Game arena. With bold colors and references to key moments from the show, these sneakers aim to capture the attention of collectors and fans alike.

Gaming and Technology

Epic Games x Squid Game: A gaming crossover allows players to experience the Squid Game challenges in virtual worlds, bringing fans deeper into the universe while expanding brand reach.

Samsung Electronics: Samsung released limited-edition Galaxy devices with Squid Game branding, leveraging its global audience for maximum visibility.

Food and Beverage

PepsiCo: The beverage giant unveiled a Squid Game-themed marketing campaign, complete with limited-edition packaging and tie-ins to the show’s iconic challenges.

Burger King: Burger King has introduced menu items inspired by the show, such as the “Red Light, Green Light” burger, blending nostalgia with novelty.

Retail and Consumer Goods

LEGO: The toy giant created a collectible Squid Game set, offering fans a way to recreate their favorite scenes while driving sales in the collectibles market.

Funko Pop!: Squid Game character figures have returned to shelves, with new designs based on season two.

The Potential Benefits for Collaborating Brands

Massive Audience Reach

With its global appeal, Squid Game 2 provides an unparalleled platform to reach millions of viewers worldwide. Brands that align with the show can significantly expand their audience.

Cultural Relevance

By associating with a cultural phenomenon, brands can enhance their relevance, particularly among younger, pop-culture-savvy consumers.

Boosted Sales

Limited-edition products tied to Squid Game often create a sense of exclusivity and urgency, driving sales and increasing customer engagement.

Social Media Buzz

The show’s viral nature ensures that collaborations are amplified across social media platforms, generating organic publicity and increasing brand visibility.

Risks of Riding the Squid Game Wave

Overexposure

The sheer number of brands collaborating with Squid Game risks diluting its impact. If every industry participates, consumers may experience fatigue, reducing the novelty factor.

Short-Term Gains

While collaborations can deliver an initial sales boost, their long-term impact on brand loyalty and positioning remains uncertain.

Mismatch in Brand Alignment

Brands that fail to align authentically with Squid Game risk appearing opportunistic or disconnected from their target audience.

Can These Brands Benefit?

The success of these collaborations will depend on their execution. Brands that create authentic, high-quality products tied to Squid Game 2 while maintaining their identity are likely to see positive outcomes. However, over-commercialization or poorly conceived partnerships could backfire, leaving little impact beyond the initial hype.

Conclusion

Squid Game 2 is more than just a sequel; it’s a cultural event with the power to drive trends and influence consumer behavior. For collaborating brands, the opportunity to benefit is significant, but success requires a careful balance of creativity, authenticity, and strategic marketing.

As the Squid Game phenomenon continues to burn bright, the brands that play their cards right may find themselves winning the ultimate prize: sustained growth and cultural relevance.