In 2021, Squid Game became the first Korean content to top Netflix's Today’s Top 10, sparking a global sensation. Now, with the highly anticipated release of Season 2 on the 26th, extensive collaboration marketing efforts are also drawing attention.
One of the fastest to jump on the collaboration train was Bibigo, which introduced a variety of co-branded products across 14 countries, including the U.S., Europe, Australia, and Japan. GS25 followed suit with a range of snacks themed around Squid Game. Additionally, "Doortwo Sungsoo" hosted a popup store featuring a Johnny Walker Black collaboration edition with Squid Game’s iconic number 456.
Among department stores, Shinsegae took the lead with experiential pop-ups at its Gangnam and Busan Centum City locations. These pop-ups recreated the Squid Game set and showcased 300 exclusive merchandise items.
Other collaborations include Hite Jinro’s Chamisul Squid Game 2 Edition and Ottogi’s partnership celebrating the 25th anniversary of Ppushu Ppushu. As Season 2 officially launches, the popularity of Squid Game collaboration products is expected to continue growing.
Chamisul, the globally leading soju brand with over 40 billion bottles sold to date, is celebrated for its clean taste and innovative marketing. Known for captivating limited-edition products and merchandise, Chamisul has recently created buzz on social media with a collaboration bound to excite fans. The brand has partnered with Netflix’s Squid Game Season 2 to release the Chamisul x Squid Game Season 2 Special Edition.
From ‘Young-hee Drinking Game’ merchandise to Chamisul’s Jinro toad figurines, the limited-edition collectibles alongside their Squid Game-themed soju bottles are currently being sold in Korean convenience stores. Launched on December 9, this special edition immediately catches the eye with its unique label designs. The iconic Chamisul water drop is adorned with Squid Game’s infamous doll, Young-hee, from the “Red Light, Green Light” game. Other label designs feature the series’ signature characters, including the Pink Guard and Front Man, making it feel like a high-stakes game for soju rather than the 45.6 billion won prize.
Hidden details on the label add a playful touch. The shapes of the Squid Game guards—circle, triangle, and square—are cleverly integrated into the Korean characters of the Chamisul logo using the series’ signature pink hue. These exclusive designs make the collection a must-have for Chamisul enthusiasts.
The Chamisul x Squid Game Season 2 Special Edition also comes with limited-edition merchandise inspired by the series’ iconic elements.
For a fun twist to your drinking experience, the “Young-hee Drinking Game” merchandise is a perfect fit. Inspired by the “Red Light, Green Light” game, the collectible features a button on Young-hee’s back that rotates her head. If she stops and makes eye contact, the player must pour and drink from the glass in front of them.
The experience is enhanced with two specially designed color glasses—blue and pink. The blue glass features the Chamisul Toad dressed in a Squid Game participant uniform, while the pink glass showcases a transformed Pink Toad in Young-hee’s likeness.
Other items in the collection include single-use aprons inspired by the Squid Game uniforms and Chamisul Soldier Toad figurines dressed in the Pink Guard outfit.
This collaboration between two global No.1 brands, Chamisul and Squid Game, adds a unique flair to year-end gatherings. The Chamisul x Squid Game Season 2 Special Edition is available nationwide at retail stores, restaurants, and bars, offering fans a chance to enjoy the combined charm of Chamisul and Squid Game.
