It’s official. Squid Game Season 2 has just landed on Netflix, and fans worldwide are already diving headfirst into the chaos. If you thought the first season was intense, brace yourself, this one promises to crank the stakes even higher.
But this isn’t just a binge-worthy show. It’s a cultural juggernaut. Season 1 didn’t just break streaming records; it broke into our lives, from TikTok trends to Halloween costumes and even sneaker sales. It wasn’t just a TV show, it was the conversation. And while audiences couldn’t get enough of the dystopian drama, brands were scrambling to cash in on the buzz.
Globally, Squid Game’s 1.6 billion hours of watch time is the equivalent of over 188,000 years. That’s not just impressive, it’s mind-boggling. For comparison, the next closest Netflix season is Stranger Things Season 4 with 1.3 billion hours, followed by Wednesday at just over 1.2 billion, and Dahmer rounding out the top four with 856 million. None come close to touching Squid Game’s dominance.
I’ll admit, by the time the first season ended, I wasn’t entirely sold on the idea of a sequel. The story felt complete, with Seong Gi-hun’s arc wrapping up in a way that (mostly) satisfied, although his decision to dye his hair pink and turn back for revenge instead of reuniting with his daughter left me scratching my head. Still, here we are, and I can’t deny I’m intrigued.
Now, with Season 2, everyone’s asking the same question: Will it live up to the hype? And just as importantly, how can Aussie marketers tap into this global craze?
Why we can’t look away
What made the series so unforgettable the first time around wasn’t just the games themselves (though let’s be real, they were terrifyingly addictive). It was the raw, gut-wrenching reality behind them, desperation, inequality, and survival. These themes tap into struggles many of us can relate to on some level, turning the show into more than just entertainment. It forces us to confront the harsh what-ifs of life, leaving a mark long after the credits roll.
For Australian audiences, that’s part of the magic. We’re not immune to the show’s themes, especially now. Rising costs, a housing crisis, and widening wealth gaps, sound familiar? Watching this series is like holding up a mirror to the darker side of our own reality, but with the safety of knowing it’s all fiction (thankfully).
Brands are already playing the game
Let’s not kid ourselves: advertisers love a global hit like this series. The first season gave them a treasure trove of visuals to play with, the pink jumpsuits, the eerie masks, the playground sets. It was everywhere, from TikTok memes to sneaker trends (shoutout to Vans, who probably owe Netflix a thank-you card).
Now, Season 2 brings a fresh opportunity for brands to jump on the bandwagon. The key, though, is doing it well. Nobody wants to see a lazy tie-in. The most successful campaigns during Season 1 didn’t just slap a triangle or circle on their logo, they found ways to tap into the show’s spirit. Think limited-edition product drops, immersive experiences, or clever nods to the show’s themes.
For Aussie brands, this is the playbook. Want to stand out? Don’t just reference the trend—engage with it in a way that feels authentic and fun.
Advertisers take note
• Timing Is Everything: The first episode just dropped, so now is the moment to get creative. If you’re too slow, the buzz will move on (probably to the next wild TikTok trend).
• Think Visually: Squid Game isn’t just compelling, it’s unforgettable to look at. Its visuals are what made it meme-worthy and instantly recognisable. Aussie brands can learn from this by creating bold, eye-catching campaigns that don’t fade into the noise.
• Local Stories, Global Appeal: Squid Game is uniquely Korean but universally relatable. Australia has its own rich stories to tell. Imagine if we leaned into First Nations storytelling, or explored themes that reflect our multicultural identity. The potential for something globally resonant is huge.
Will Season 2 be bigger than the first?
Honestly, it’s hard to say. Lightning doesn’t always strike twice, but if anyone can pull it off, it’s Netflix and the Squid Game franchise.
One thing’s for sure though for me, audiences will be glued to their screens, and marketers will be taking notes. For Aussie brands, this is a rare chance to tap into a global moment. But as Squid Game itself warns us, the stakes are high. Get it right, and you’re part of the conversation. Get it wrong, and you’re out.
I’m well into my festive holiday break, and this series feels like the perfect excuse to swap mince pies for edge-of-your-seat drama. I can’t wait to dive back into the chaos—pink jumpsuits and all.