The countdown to 26 December is officially on, and Netflix’s Squid Game Season 2 isn’t just making its way back to screens—it’s shaking up retail, lifestyle, and entertainment for brands around the globe. This cultural juggernaut is rewriting the rules on how moments in pop culture can fuel engagement and boost sales. For Australian advertisers, it’s a timely reminder of the power of multi-channel campaigns that connect with audiences and deliver real impact.
How Squid Game is reshaping brand collaborations
Squid Game isn’t just a hit series—it’s a goldmine for brand partnerships. With massive global appeal and Netflix’s internal data showing it resonates with younger audiences—41.65% aged 18–29 and 58.65% aged 18–34—it’s a dream platform for advertisers. Add to that a slightly female-skewed audience (56%) and its status as Netflix’s most-watched show, pulling in over 111 million viewers in a month, and you’ve got a recipe for unparalleled visibility and reach. For brands looking to connect with key demographics, Squid Game is the ultimate stage. Ali Coysh, head of strategy at Initiative in Sydney, says that Squid Game has created a distinct visual language that brands can leverage. “If it was a brand, it would have its own distinct brand assets—think green tracksuits, LED masks, and iconic cookie emblems. These instantly recognisable brand codes can be toyed with, allowing brands to collaborate to their advantage. What’s wonderful about these partnerships is the equal sharing of cultural equity. It’s not just a cheap logo slap—it makes sense for consumers, with both brands clearly attributable.”
Turning iconic brands into everyday experiences
Brands are turning Squid Game’s iconic moments into everyday experiences. Puma has recreated the show’s signature tracksuits and launched limited-edition sneakers with Easter eggs for superfans. Korean beauty giant Olive Young has released Squid Game-inspired cosmetics, including an eye palette featuring the infamous Young-Hee doll. CJ CheilJedang bibigo is leaning into the global love for Korean cuisine with snacks like dumplings and tteokbokki wrapped in Squid Game branding. Even Johnnie Walker has joined the fray, launching limited-edition bottles stamped with player numbers. Nate Vella, brand strategy lead at Bench Media, examines the strategic relevance of such collaborations. “These partnerships aim to tap into a niche following or fandom, but they don’t operate in isolation. They are part of a holistic marketing strategy that reaches diverse audiences, ensuring brands become part of the cultural zeitgeist. The magic lies in expected and unexpected collaborations that break category confines and drive growth.”
PUMA x Squid Game.
What Squid Game Season 2 teaches about mastering multi-channel campaigns
Experiential marketing is taking centre stage in the Squid Game phenomenon. Squid Game: The Experience, an interactive fan event inspired by the hit series, is rolling out globally, with Sydney’s Luna Park set to host its Australian debut. Fans can test their nerves with games like Red Light, Green Light and fully immerse themselves in the show’s intense atmosphere, creating seamless opportunities for brands to connect. On Thursday, Sydney’s iconic Bondi Icebergs became the stage for a real-life Squid Game showdown, as Young-Hee challenged players to the ultimate round of Red Light, Green Light. Vella points to gamification as a powerful way to boost audience engagement.
“Gamification resonates with audiences in ways traditional advertising cannot. Experiences like Squid Game: The Experience ignite the same thrill that the series encapsulates, creating buzz, deepening engagement, and building connections with brands integrated into the event.”
Building on its global success, Squid Game continues to leave its mark on pop culture through themed merchandise. European retailer About You has blended Y2K aesthetics with Squid Game themes, while Kakao Friends and POP MART have delivered fan-favourite figurines. Even Crocs has joined the trend, launching clogs featuring series references. Locally, Australian consumers can look forward to snack collaborations like Smith’s chips and Jinro soju’s first-ever branded bottles featuring Squid Game characters. Coysh calls out the importance of consistency in these collaborations. “These partnerships allow brands to expand beyond their category tropes. While they can deliver immediate exposure, they’re most effective when integrated into a consistent approach to marketing—building loyalty over time, much like Crocs or KFC have done through a culture of collaborations.”
PepsiCo Australia brand, Smith’s, has launched a collaboration with popular Netflix show, Squid Game – announcing three limited-edition themed chip flavours.
Lessons for Australian marketers from Squid Game’s cultural dominance
The scale of these partnerships showcases how brands are leveraging Squid Game to appeal across diverse demographics—from Gen Z streetwear enthusiasts to millennials and Gen X foodies. Coysh points to the delicate balance required in such partnerships. “Netflix is very specific about the brands they work with, ensuring a complementary fit. For brands, the challenge is leveraging cultural clout without being overshadowed or drained by Netflix’s power.” Vella offers practical advice for Australian marketers. “Local brands must capitalise on cultural moments by staying agile. Platforms like TikTok allow brands to quickly spin their take on influential trends. It’s about keeping your finger on the pulse and acting fast to align with what’s resonating globally.”
From Puma tracksuits to Jinro soju, Squid Game Season 2 demonstrates the power of integrating entertainment brands with consumer products and live experiences to amplify engagement and drive sales. For Australian marketers, the stakes are clear: how can we tap into global trends while delivering campaigns that resonate locally? As Vella explains, these collaborations have the potential to drive lasting brand loyalty. “These partnerships expose brands to new audiences, but lasting success depends on what happens next. Are your onboarding processes seamless? Is your value proposition clear? These factors will determine whether new audiences stick around.”
With Squid Game Season 2 set to dominate screens and headlines, this is the moment for Australian brands to think big. It’s not just about watching the game—it’s about playing it.