As the second season of Netflix’s Squid Game gears up for release on December 26, the show has proven it’s much more than a series—it’s a global cultural movement. Netflix’s marketing strategy for the highly anticipated return mirrors the intricate and thrilling nature of the show, with creative partnerships that bring its universe to life in unexpected ways.

Duolingo: Learning Korean with a Twist
Duolingo has transformed its beloved owl mascot into a Squid Game-style host in a clever ad film. This collaboration taps into the show’s high-stakes atmosphere to make language learning exciting.

Following the first season in 2021, the app saw a 40% surge in Korean language learners. Now, Duolingo has added phrases like “Trust no one” and “You’ve been eliminated” into its Korean lessons. It even includes vocabulary such as dolgana, the honeycomb treat that became iconic in the first season. For Duolingo, this is more than marketing—it’s an opportunity to make language learning an engaging, pop-culture-driven experience.

Knorr: High-Stakes Ramen Challenge
Knorr has entered the Squid Game marketing arena with a unique take on the show’s competitive spirit. Featuring Bollywood villain Gulshan Grover, its campaign transforms eating instant noodles into a dramatic competition, reminiscent of the series’ intense games.

McDonald’s Australia: Dare to Play
McDonald’s Australia has launched an interactive campaign called “Dare to Play,” inspired by the Dalgona Candy Challenge. Customers can participate in the challenge for a chance to win a $100,000 grand prize, blending dining with excitement. This collaboration was developed by Sydney-based agencies Akcelo and OMD, adding a competitive edge to the meal experience.

Crocs: Survival Gear for Fans
Crocs has unveiled a limited-edition collection inspired by Squid Game. The clogs feature exclusive Jibbitz charms referencing the series’ characters and iconic games. The collection, available from December 10, turns the popular footwear into a playful nod to the show’s survival theme.

A Global Cultural Moment
These collaborations demonstrate the power of Squid Game as a cultural touchstone. From language learning to food challenges and even fashion, the show has transcended its medium to become a global narrative. Brands like Duolingo, Knorr, McDonald’s, and Crocs are not just promoting Squid Game but embedding its themes of survival and competition into everyday experiences.

Together, these campaigns highlight how entertainment, cultural relevance, and consumer engagement can converge to create something extraordinary. Squid Game Season 2 isn’t just a release—it’s a moment that brands and audiences worldwide are eager to be part of.

Author: Sonali kamble