Instead of softening the edge, we scaled the ambition, orchestrating the largest multi-market brand partnership rollout for a Netflix title across India, Indonesia, Thailand, the Philippines, Taiwan + Hong Kong.
🇮🇳Knorr Korean Ramen – Dare to Slurp
A mash up of food culture and fear. We launched limited-edition ramen packs with a slurp-acapella twist on the Squid Game tune, starring a Bollywood villain in a campaign that hit every channel: retail, digital, and outdoor.
🇮🇳Five Star – Do Nothing. Win Everything.
What happens when a “do nothing” chocolate meets a “do or die” show? We challenged fans to find Squid Game shapes on packs, only to reveal they'd been there all along. A perfect paradox.
🇮🇳Swiggy Instamart – Instamaut Challenge
With Swiggy, we launched the first-ever Squid Game fandom store on Instamart, bringing exclusive merch straight to fans through the app. On-ground, we rolled out the InstaMart Challenge, where players had to stage their most dramatic fake deaths in front of the Squid Game doll, Young-hee,
to win merch in person. The campaign extended to multiple touchpoints: Pink Guards delivered orders on bikes across cities, and even the Swiggy delivery bags were designed to let you play Red Light, Green Light IRL.
🇮🇩Chitato Lite - Crunch of the Games
We launched the kimchi flavour of Indonesia’s most iconic chip by tying its signature crunch into the tension of Squid Game, the official snack to stress-eat through the series.
🇹🇭 Mama Noodles - Squid Ink Noodles
In a clever flavour flip, Mama Noodles and ambassador Ink launched “Squid Ink” noodles, a viral hit that flooded social and outdoor across the country.
🇹🇭 Est Cola - Dare to Play
Thailand’s top beverage brand gamified its cans, letting fans register as players using number codes printed on-pack, for a chance to actually play the game in an on ground event.
🇹🇼 🇭🇰 PX Mart - Play at PX
In Taiwan and Hong Kong’s equivalent of 7-Eleven, Squid Game2 turned into a surprise shopping experience. Fans could play mini-games for discounts, limited edition merch, and snacks, all co-branded with Netflix.
🇹🇭 True - The Game Starts Here
We took over all of True’s retail and outdoor assets to promote their Netflix bundle, because what’s the point of surviving if you can’t stream?
Closing Line
Squid Game Season 2 didn't just stream - it echoed across markets, languages, and everyday products. Through food, tech, beauty, and retail, fans didn’t just watch the world of Squid Game. They lived in it.
