With Squid Game Season 2 set to premiere on December 26, 2024, brands are aligning with Netflix’s global hit to deliver campaigns rooted in its gripping world. From ramen bowls to footwear, the series has become a unique platform for marketing experiments.

Here’s a look at how brands are joining the game, turning fandom into opportunity.

Knorr: Turning Slurping into Strategy

Knorr, the ready-to-cook brand from Hindustan Unilever, has teamed up with Squid Game for its Korean ramen range. The campaign centers on “Dare-to-Slurp,” a nod to the cultural practice of slurping noodles in Korea.

Knorr’s television ad recreates the eerie tension of Squid Game’s high-stakes games. Players face elimination if they fail to slurp ramen within the time limit. Familiar faces from the series, like the pink guards and the ominous doll Young-hee, make appearances, reinforcing the Squid Game atmosphere.

The ad concludes with the frontman unmasking himself as a Bollywood villain, delivering a signature dialogue that ties the challenge back to the joy of savoring ramen. By blending the show’s suspenseful theme with the everyday act of eating, Knorr has created a campaign that’s as memorable as it is relatable.

Duolingo: Language Lessons with a Twist

Duolingo has taken a different approach, partnering with Netflix to promote Korean language learning. The campaign, “Learn Korean or Else,” incorporates Squid Game’s signature tension into Duolingo’s humorous tone.

The language app has added over 40 Squid Game-specific phrases to its Korean course. Fans can learn terms and expressions from the series, offering a new way to connect with the show. The campaign also features Duolingo’s mascot, Duo the Owl, dressed as a pink guard, presenting language lessons with a playful edge.

Duolingo saw a 40% increase in Korean learners after the first season of Squid Game. This campaign builds on that momentum, turning interest in the series into an opportunity for cultural and linguistic engagement.

Crocs: Fashion Meets Survival

Crocs has entered the Squid Game world with a limited-edition collection inspired by the series. The collection features redesigned Classic Clogs and a themed Jibbitz™ pack. The charms reference the games and symbols from the series, giving fans a chance to showcase their allegiance.

This collaboration ties the show’s survival theme to everyday practicality, blending the familiar comfort of Crocs with the tension of Squid Game. The collection appeals to fans looking to bring a piece of the series into their wardrobes.

Why Brands are Playing Along

Squid Game has captured audiences worldwide with its exploration of human nature and societal structures. For brands, the series offers a chance to connect with a diverse audience that’s already invested in its themes and characters.

The Korean wave, or Hallyu, has further boosted the series’ cultural impact. With K-dramas, K-pop, and K-cuisine gaining traction globally, brands have recognized the opportunity to tap into this trend. Collaborations with Squid Game allow them to ride the wave, engaging consumers who are drawn to Korean culture.

Beyond the Screen

The partnerships aren’t just about entertainment—they reflect changing strategies in consumer engagement. Campaigns like Knorr’s slurping challenge, Duolingo’s language lessons, and Crocs’ themed collection go beyond traditional marketing. They invite participation, making consumers part of the story.

As Squid Game Season 2 approaches, these collaborations illustrate how brands can leverage pop culture to create experiences that resonate. Whether it’s through a bowl of ramen, a language app, or a pair of clogs, the game is on—and brands are ready to play.