Squid Game Season 2 enthralled fans all over the world as it skyrocketed to the top of the Netflix Global Top 10, amassing an astounding 68 million views in its debut, ranking #1 in 92 countries, breaking the record for most views for a show in its premiere week and breaking into the Most Popular List in record time. The impressive viewership numbers come after a months-long promotional campaign, with fan activations in more than 25 countries across 6 continents. Marquee events in 10 countries drew 6 million online and 52,000 in-person fans with nearly 37,000 participants and 1,700 pink guards in one-of-a-kind races, mazes and other games inspired by the series in anticipation of its December 26th return. These fan activations and experiences helped drive 3 billion impressions across Netflix global social channels in the months leading up to the Season 2 premiere and even surpassed Season 1’s lifetime impressions.
The #1 show is also the #1 game. The fandom extended to Squid Game: Unleashed, Netflix’s multiplayer video game, which accompanied Season 2 at the top of the charts, becoming the #1 Action Game on the App Store in 57 countries and the #1 Free Game in 24 countries. Marking a significant first, players of Unleashed can earn in-game rewards for watching Season 2 of Squid Game. Fans were sporting the top prize within hours of the new episodes’ release.
Lucca, Italy
On October 30, we kicked things off at Lucca Comics & Games 2024 in Italy. Outside the convention in Anfiteatro Square, we built a Squid Game-themed pavilion and exclusive store (with products created exclusively for the event), allowing the 20,000+ players in attendance to immerse themselves in the series. Throughout the five-day convention, we scattered other surprises all around the city of Lucca, like the iconic Young-hee doll that towered over Piazza San Michele, challenging fans in the classic game of Red Light, Green Light. Our activities at Lucca Comics & Games 2024 culminated on October 31st with creator, writer and director Hwang Dong-hyuk and stars Lee Jung-jae and Wi Ha-jun greeting a crowd of fans in Piazza San Michele followed by a sold-out in-person Q&A that wrapped with the unveiling of the official Season 2 teaser trailer.
Paris, France
On December 1, the action moved to France for a legendary game of Red Light, Green Light on the Champs-Élysées in Paris. Selected from more than 50,000 applicants, 909 participants (ages 18 and over) took part in the game, which drew 20,000 on-site spectators and 4.3 million viewers watching live and replay on YouTube. Players were split into three teams, each led by one of three A-list local influencers: Inoxtag, Just Riadh and Maghla, and competed to cross the finish line before the end of the countdown to win tickets to a special Season 2 preview screening at the Grand Rex on December 10. The lucky winners were joined by more than 2,500 fans at the screening, which also included an immersive pre-show, themed photo opps and a player mosaic picture experience to show the number of participants and when they were eliminated from the game.
Amsterdam, The Netherlands
On the weekend of December 6-8, over 4,000 fans experienced the Squid Game Maze in The Netherlands. The interactive maze was made with tasks designed to test your capabilities to become a pink guard. Each of the 20 corridors and rooms — including a dormitory, playground and cave all inspired by the series — was different and unexpected. Recruits were challenged to reach the end of the maze as quickly as possible while also getting a taste of what it is like to be in the world of Squid Game.
Seoul, South Korea
On December 9, the celebration traveled to Seoul’s Dongdaemun Design Plaza for the world premiere, which drew 303,000 viewers watching live and on replay on YouTube. For the occasion, we transformed this urban landmark into a fully immersive Squid Game environment using projection beams and a pink carpet with pink guards. Inside, the fan activation zone simulated the Squid Game journey from the pink-inspired corridor to the dormitory area and featured a series of interactive games where the 1,000 guests in attendance could earn a variety of Squid Game prizes.
Los Angeles, United States
The pink guards jetted halfway around the world on December 12 where, just hours before the US premiere in Los Angeles, we hosted a 4.56K race — a nod to player 456. Starting at the rainbow track at Los Angeles City College in East Hollywood, the race took 1,700 fans (in green tracksuits, of course) along iconic LA roads like Vermont Ave., Santa Monica Blvd. and Sunset Blvd. Waiting for them at the finish line was the ultimate prize: tickets to the Season 2 premiere.
Sydney, Australia
On December 12, Young-hee was escorted to her new home at Luna Park Sydney, marking the official opening of Squid Game: The Experience (also open in New York and Madrid and opening in Seoul in early 2025). Following her grand arrival, Young-hee’s next stop was overseeing a handful of fans competing in a thrilling game of Red Light, Green Light at the picturesque Bondi Icebergs pool on December 19 where more than 550 spectators turned out to watch the action. Over 60 pink guards stood ominously along the perimeter, as notable Aussies tried their luck in the game under Young-hee’s eerie watch. Once the game concluded, the pool was refilled, and Aussie swimmers reveled in the sun and water, all under Young-hee’s watchful gaze.
São Paulo, Brazil
We also got 2,000 fans moving in Brazil, where we organized a competition inspired by the series’ games, including a 6K race. Taking place on December 14 at Parque Villa Lobos in São Paulo, we kicked things off with a game of Red Light, Green Light, with the Young-Hee doll watching over the participants. Those who moved were eliminated and prohibited from joining the 6K race. Pink guards were scattered throughout the race, which also featured a tug-of-war and a challenging maze at the end. Prizes included 1M BRL ($165,000 USD) and a trip to a future Netflix event in Korea.
Warsaw, Poland
On December 14 and 15, nearly 1,400 passionate fans entered the Squid Game Arena, eager to test their reflexes and determination across four iconic challenges: Red Light Green Light, Tug of War, Dalgona Cookies, and Marbles (Kanche). Attendees competed for prizes like Puma tracksuits, posters and exclusive merchandise with over 200 winners.
London, United Kingdom
The festivities continued December 18 in London with the Squid Game: The Rave, a live music event to celebrate the launch of Season 2 with Korean artists Mogwaa, Yu Su and headliner PEGGY GOU in Drumsheds. In addition to the performances, the 5,000 fans in attendance enjoyed a Korean night market with a full selection of Korean food vendors.
Jakarta, Indonesia
On December 22, we invited over 900 Squid Game fans to participate in the longest Red Light, Green Light challenge in Asia. This exciting event spanned a distance of 180 meters track, featuring an impressive 8-meter-tall Young-hee doll, all under the vigilant watch of more than 270 pink guards. Watched by more than 3,000 in-person spectators, the challenge took place at one of Indonesia’s most iconic locations, Gelora Bung Karno, Jakarta. The event was livestreamed on YouTube, Instagram, and TikTok to more than 2 million viewers. In the spirit of bringing the best players for the biggest game, we also invited legendary Indonesian athletes such as Susi Susanti and Bambang Pamungkas to join the challenges. The event was followed by an exclusive early screening of the first episode of Squid Game Season 2 for 456 lucky invitees.
About the Squid Game Universe
Created by Hwang Dong-hyuk, Squid Game premiered in 2021 and quickly became Netflix’s most popular title ever. This global sensation boosted interest in K-content, iconic moments went viral, Vans slip-on sneakers sales increased 8,000%, and Halloween costumes sold out around the world, solidifying its place in pop culture. The series made Emmy® history with first-ever wins for a non-English language series. Following this success, Netflix debuted Squid Game: The Challenge, the Emmy-nominated and BAFTA-winning reality series that also topped the Netflix Global Top 10. The franchise continues to expand with Squid Game: The Experience, a touring activation where fans can play series-inspired games; Squid Game: Virtuals, a Webby-winning VR adventure; and a multiplayer video game, Squid Game: Unleashed. Squid Game. Seasons 1 and 2 are now on Netflix, with the third and final season arriving in 2025.
(Source: Netflix)
