JINRO re-enters the Squid Game with new limited-edition soju drop

JINRO is reprising its high-stakes brand play with Netflix’s Squid Game, this time tying up with season three of the global streaming hit.

The HiteJinro-owned soju giant unveiled that it will roll out a limited-edition Chamisul bottle line inspired by the show’s new characters and expanded universe.

The latest collection features updated visuals, including the series’ ominous pink guards and a reimagined JINRO toad, now suited up in Squid Game contestant garb. The brand is also bringing back the Young-hee game machine from its season two campaign, a viral prop that sparked meme waves and online challenges worldwide.

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First launched in late 2024, JINRO’s season two campaign saw sell-out success in Korea, Japan, Australia, and Mexico, with related content racking up over 100 million views across platforms such as YouTube and Instagram, according to the brand. Riding on that momentum, the season three edition will expand to 18 markets including the US, UK, France, Malaysia, and the UAE.

To mark the launch, JINRO will also take part in Netflix’s official Squid Game season three fan event on 20 June in New York City. The brand has been tapped as an exclusive booth partner, where it will offer product tastings and limited-edition gift kits featuring its Squid Game crossover design.

"We are delighted to connect with global consumers through partnerships with internationally renowned pop culture content. JINRO will continue to lead in brand outreach through friendly yet innovative marketing efforts," said Hwang Jung-Ho, head of overseas business division at HiteJinro.

Netflix’s Squid Game became a global sensation following its 2021 premiere, captivating audiences with its brutal yet compelling commentary on inequality. By the end of 2024, the series had pulled in over 330 million viewers and clocked 2.8 billion hours viewed globally, according to Variety.

The release of Season 2 pushed the series to the top of the "Netflix Global Top 10", racking up 68 million views in its debut and ranking number one in 92 countries. It broke the record for most views for a show in its premiere week and entered Netflix’s “Most Popular List” faster than any other title, the platform reported.

That level of cultural saturation made Squid Game a brand magnet. Marketers around the world quickly jumped on the trend, using everything from the series’ eerie pink uniforms to viral props to create their own branded moments.

American Tourister, for example, recently invited fans to “join the game” in a campaign that reimagined the show's iconic invitation as part of a limited-edition luggage launch.

In the Philippines, Johnnie Walker and creative agency Gigil turned heads with a massive Player 456-themed bottle and live event activation in Manila. The whisky brand took over a plaza with a real-life game installation at the height of the Squid Game 2 campaign.

Closer to home, Netflix Malaysia and MRT Corp collaborated on an immersive experience in local train stations, complete with pink-suited guards, the infamous Ddakji man, and a giant Young-hee doll. Fans were invited to walk through key scenes from the show, from the player registration grid to the iconic maze staircase.

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