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The return of the hit series "Squid Game 3" not only marks the comeback of brutal survival games and characters that have become global icons, but also triggers an unprecedented marketing frenzy, strongly impacting fields beyond film, from fashion and food to the world of video games and travel.
Maintaining its signature detailed staging, fast-paced rhythm, and dark setting, the new season of "Squid Game" plunges viewers into an even more brutal and bloody round of the game. Immediately after its impressive debut on Netflix at the end of June, "Squid Game 3" rose to the top of the global charts in over 93 countries, including Vietnam.
Squid Game 3 is the final chapter in the survival film series that took the world by storm.
Despite the mixed reactions on social media, the series still achieved an 8.0 rating on IMDb and received an 89% positive review from critics on Rotten Tomatoes. Director Hwang Dong Hyuk chose a bold answer to the challenge of reinvention: instead of escalating the grandeur in a soulless way, he brought the inhuman arena back to its most raw essence, exposing the brutality of the system using the very language that made the series so iconic.
This storyline continues immediately after the betrayal in season two, with Gi Hun being captured and forced back into the game, compelled to confront the very system he once tried to destroy.
The games are more tightly structured, the narrative is more refined, and above all, the camera lens delves deeper into the chaotic hearts of people cornered, pushing them to a primal state: kill or be killed. The third installment is considered the "darkest yet most profound" to date, receiving enthusiastic critical acclaim.
The characters are thrown into a bloody and chaotic world where lives are decided by a few camera pans.
The immense global reach of "Squid Game 3" extends beyond impressive numbers on film review platforms. It has become a massive sales machine, creating an unprecedented frenzy in many other industries.
Part 3 created many trends that spread throughout the world.
As soon as "Squid Game" returned to the big screen, South Korea's retail industry quickly transformed Netflix into a sales machine. From convenience stores to luxury shopping malls, they all jumped on the bandwagon with a multi-million dollar marketing campaign, launching a range of products related to the film, from hoodies and t-shirts to sportswear, accessories, home decor, and unique collectibles.
Products related to the film are selling like hotcakes.
Notably, GS25, a major South Korean convenience store chain, has strategically partnered with Netflix to release a range of exclusive products, including T-Money travel cards featuring the characters Young Hee and Cheolsu, a nearly 2-meter-long jump rope-shaped gummy candy, and dalgona gummy candies – a popular prop from season 1.
GS25, a major South Korean convenience store chain, has partnered with Netflix to release a series of exclusive products related to the new season.
GS Retail, the owner of GS25, revealed that products in collaboration with Netflix have sold over 30 million items, including 6.3 million products associated with the "Squid Game" brand, generating over 12 billion won (over 231 billion VND) in revenue from franchise alone. In the higher-end segment, Shinsegae department store also joined the trend, partnering with the series and distributing authentic products along with various promotions for customers, further highlighting the connection between "Squid Game" and its home country.
The craze has also spread to global fashion brands. Pull&Bear released its collection on June 27th, while PUMA and Hot Topic launched on July 10th and July 1st, respectively. Even products that debuted during season 2, such as the red jacket, guard mask, giant doll, and competition uniform, continue to be sought after on e-commerce platforms and retail stores, constantly being re-produced, upgraded, or supplemented with limited editions for season 3, solidifying "Squid Game" as a global cultural icon.
PUMA releases a product inspired by the Squid Game.
Beyond fashion, food and beverage brands are also joining the trend. The familiar HiteJinro soju from the early seasons returns in "Squid Game 3," along with a limited edition Johnnie Walker whisky promoted as "the perfect toast for the ultimate winner." In addition, many other unique brands are collaborating, such as Bitz (Mexico popcorn), Domino's Pizza (Colombia), Doritos (UK), Seara chicken nuggets (Brazil), and Mahou soft drink (Spain), offering fans unique culinary experiences connected to the film.
The competitive and survival nature of "Squid Game" has been an endless source of inspiration for the gaming industry. "Squid Game 3" spurred the creation and development of many new games, allowing fans to directly immerse themselves in the world of the show. Most notably, Squid Game: Unleashed, revamped with a host of new characters and challenges, including the much-anticipated "Jump Rope" game – released right when the season 3 finale aired.
Notably, "Squid Game 3" also marked an impressive collaboration between entertainment and tourism. Netflix partnered with the Korea Tourism Organization to launch exclusive experiential tours for fans. Through this program, tourists have the opportunity to visit the landmarks, cultures, and settings that inspired the series, thereby gaining a deeper understanding of Korean culture – the birthplace of the global sensation "Squid Game." This is a strategic move, transforming the film into a cultural bridge, attracting international tourists to South Korea.
The Korea Tourism Organization has listed some interesting places that fans of the drama can visit.
"Squid Game 3" was not only a resounding cinematic success but also a global cultural phenomenon, proving the extraordinary reach of an entertainment brand.
