In a series of brand collaborations, Netflix is proving that its global hit Squid Game is much more than just a television series—it’s a full-fledged cultural phenomenon. With the highly anticipated second season set to drop on December 26, the streaming giant is rolling out a marketing strategy as intricate and compelling as the show’s own deadly game mechanics.
Leading the charge is a playful partnership with language-learning app Duolingo, which has unveiled an ad that reimagines its usually tame owl mascot as a potential game host straight out of the show’s dystopian world. The campaign is a masterstroke in marketing, using the show’s high-stakes drama to engage language learners worldwide. After the first season’s release in 2021, Duolingo saw a remarkable 40% increase in Korean language learners, according to the brand’s chief marketing officer, Manu Orssaud. Now, Duolingo is doubling down with an immersive campaign that turns learning into a thrilling challenge.
The app has integrated iconic Squid Game phrases like “Trust no one” and “You’ve been eliminated” into its Korean lessons, blending pop culture with traditional language education. New vocabulary includes “dolgana,” the sugar honeycomb treat featured in the first season, now a cultural reference for language learners looking to connect with the Squid Game universe.
For Duolingo, this isn’t just a marketing tactic—it’s an opportunity to make language learning an exciting, pop-culture-driven adventure. For Netflix, it’s about extending the Squid Game universe beyond the screen, creating an interactive experience that goes well beyond traditional promotions.
But Duolingo isn’t the only brand getting in on the Squid Game action. The marketing for Season 2 includes a variety of other unique collaborations, each adding its own twist to the phenomenon.
Knorr: Cooking up competition
Knorr has entered the ring with an ad featuring Bollywood villain Gulshan Grover. Its Korean ramen challenge turns the simple act of eating instant noodles into a high-stakes competition, echoing the deadly games of the show.
McDonald’s Australia: Dare to Play
McDonald’s Australia has launched the “Dare to Play” campaign, inspired by Squid Game’s iconic Dalgona Candy Challenge. The campaign, created with Sydney-based brand experience agency Akcelo and media agency OMD, features an interactive promotion where customers can win a $100,000 grand prize, adding a competitive edge to their meal purchase.
Crocs: Survival gear for your feet
Even footwear has joined the Squid Game marketing wave. Crocs has released a limited-edition collection, transforming its classic clogs into “survival gear,” complete with exclusive Jibbitz charms referencing the show’s characters and games. Starting December 10, fans can shop the collection on Crocs’ website and in select stores.
The broader cultural significance
What makes these partnerships so intriguing isn’t just their individual creativity, but their collective power to elevate Squid Game into a global cultural touchstone. The show has transcended its original medium, becoming a source of language-learning motivation, a marketing playground, and a global conversation starter.
Each brand is strategically positioning itself at the crossroads of entertainment, cultural relevance, and consumer engagement. They’re not just promoting a TV show; they’re participating in a global narrative that touches on themes of survival, competition, and human resilience.
