Captivating Viewers Worldwide
Squid Game Season 2 has taken the world by storm, securing its spot at the top of the Netflix Global Top 10. With an astounding 68 million views in its debut, the series claimed the #1 ranking in 92 countries, broke the record for most views in a show’s premiere week, and quickly joined Netflix’s Most Popular List. Months of strategic promotional campaigns spanned 25 countries across six continents, involving immersive fan activations, unique games, and cultural experiences. Major events attracted six million online participants and 52,000 in-person fans, with highlights including 37,000 attendees and 1,700 pink guards participating in Squid Game-themed activities. These promotions generated over 3 billion impressions across Netflix’s social media channels, surpassing even the lifetime impressions of the groundbreaking first season.
Expanding the Universe: Squid Game: Unleashed
The excitement extended into gaming with Squid Game: Unleashed, Netflix’s multiplayer video game, which topped the App Store charts as the #1 Action Game in 57 countries and the #1 Top Free Game in 24 countries. In a pioneering move, players could earn exclusive in-game rewards by watching Season 2. Fans quickly embraced the new challenges, donning the top prizes within hours of the new episodes’ release.
Global Events Spotlight
Lucca, Italy
On October 30, Squid Game-themed events kicked off at Lucca Comics & Games 2024. An immersive pavilion and exclusive store in Anfiteatro Square captivated over 20,000 attendees. Throughout the city, surprises like the towering Young-hee doll in Piazza San Michele delighted fans with a chance to play Red Light, Green Light. The festivities culminated on October 31, with creator Hwang Dong-hyuk and stars Lee Jung-jae and Wi Ha-jun unveiling the official Season 2 teaser trailer to a sold-out audience.
Paris, France
On December 1, Paris hosted a monumental Red Light, Green Light game on the Champs-Élysées. Selected from 50,000 applicants, 909 participants competed before a crowd of 20,000 onlookers and 4.3 million YouTube viewers. Teams led by influencers Inoxtag, Just Riadh, and Maghla battled for tickets to the exclusive December 10 screening at the Grand Rex, where 2,500 fans enjoyed an immersive pre-show experience.
Amsterdam, Netherlands
From December 6 to 8, over 4,000 fans navigated the Squid Game Maze, a 20-room interactive experience designed to challenge potential pink guards. Featuring iconic settings such as a dormitory and playground, the maze immersed participants in the series’ gripping world.
Seoul, South Korea
On December 9, the global celebration of Squid Game Season 2 reached its pinnacle at Seoul’s Dongdaemun Design Plaza, which was transformed into an immersive Squid Game wonderland. The event attracted 303,000 viewers live and on replay via YouTube. With a pink carpet lined with pink guards and projection beams illuminating the urban landmark, the atmosphere was electric. Inside, the fan activation zone recreated iconic elements from the series, including a pink corridor and dormitory area, alongside interactive games where 1,000 lucky attendees competed for exclusive Squid Game prizes.
Los Angeles, United States
On December 12, the festivities moved to Los Angeles, where pink guards hosted a 4.56K race—a nod to Player 456—just hours before the U.S. premiere. Starting at the rainbow track at Los Angeles City College, the race led 1,700 fans, dressed in green tracksuits, through iconic streets like Vermont Avenue, Santa Monica Boulevard, and Sunset Boulevard. At the finish line, participants were rewarded with tickets to the highly anticipated Season 2 premiere, adding to the city’s excitement.
Sydney, Australia
Young-hee arrived in Sydney on December 12, finding a new home at Luna Park Sydney to mark the opening of Squid Game: The Experience. On December 19, she presided over a game of Red Light, Green Light at Bondi Icebergs pool. With more than 60 pink guards stationed around the area, the event attracted 550 spectators as notable Australians tested their skills under Young-hee’s watchful eye. Following the game, the pool was refilled, and local swimmers enjoyed the sunny setting while Young-hee continued her silent vigil.
São Paulo, Brazil
In São Paulo on December 14, 2,000 fans convened at Parque Villa Lobos for a Squid Game-inspired competition. The day began with a game of Red Light, Green Light, where Young-hee oversaw participants. Those who moved were eliminated from participating in a 6K race. The course featured additional challenges, including tug-of-war and a complex maze at the end. Winners earned prizes such as 1 million BRL ($165,000 USD) and a trip to a future Netflix event in Korea.
Warsaw, Poland
On December 14 and 15, Warsaw hosted nearly 1,400 fans in the Squid Game Arena, where they competed across four signature challenges: Red Light, Green Light; Tug of War; Dalgona Cookies; and Marbles (Kanche). Over 200 winners were rewarded with Puma tracksuits, posters, and exclusive merchandise, creating a memorable experience for attendees immersed in the world of Squid Game.
London, United Kingdom
The global celebrations continued in London on December 18 with Squid Game: The Rave. Held at Drumsheds, the event featured electrifying performances by Korean artist Peggy Gou, Mogwaa, and Yu Su. Attended by 5,000 fans, the night also included a vibrant Korean night market offering a range of traditional foods, blending culture and entertainment in celebration of the Season 2 launch.
Jakarta, Indonesia
On December 22, Jakarta hosted Asia’s longest Red Light, Green Light challenge at Gelora Bung Karno stadium. With a 180-meter track and an 8-meter-tall Young-hee doll, over 900 participants competed under the watchful eyes of 270 pink guards. More than 3,000 spectators attended in person, while over 2 million tuned in online via YouTube, Instagram, and TikTok. Legendary Indonesian athletes Susi Susanti and Bambang Pamungkas joined the excitement, elevating the event’s prestige.
The day concluded with an exclusive early screening of the first episode of Squid Game Season 2 for 456 special invitees, delivering an unforgettable sneak peek at the new season.
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