Netflix turns Asia into Squid Game’s arena with regional activations

Netflix’s smash-hit survival series Squid Game has come to life on the streets and landmarks of Asia, with larger-than-life parades, giant jump rope games and immersive fan zones celebrating the launch of seasons one to three.

In Kuala Lumpur, Malaysia, Netflix hosted "Squid Game: The exhibit" at LaLaport Bukit Bintang City Centre, drawing over 8,000 visitors from 27 to 29 June, the streaming giant told MARKETING-INTERACTIVE.

The Malaysian edition included local twists from a kite-shaped dalgona to a giant slipper nod to 'Biseokchigi' ('Flying stones'). Fifty Pink Guards assembled with the 5.4-meter dolls named Young-hee and Chul-su to welcome fans, press and KOLs, while local star Amir Ahnaf joined the fun in a special promo video as ‘Panos’, Malaysia’s own take on a fan-favourite character from the series. 

Don't miss: Squid Game gets a Malaysian twist with batik ddakji and on-ground thrills 

In Bangkok, the show’s infamous Young-hee doll returned to the Thai capital, this time with companion Chul-su, to host a giant jump rope game at Lan Khon Mueang from 28 June to 6 July. Standing 12 meters tall, the dolls were fitted with special mechanisms to swing a 15.2-metre rope, giving fans a chance to play the iconic game in real life. Nearly 70,000 people visited during the first three days, with close to 8,000 trying their luck at the game.

Fans also snapped photos at rainbow-field game spots featuring Ddakji (traditional Korean game played with folded paper tiles) and Gonggi (Korean five stones game), all against Bangkok’s landmark Giant Swing and Wat Suthatthepwararam.

Similarly, Indonesians living in Jakarta were given the full Squid Game participant treatment with the chance to play games from the latest season at Plaza Senayan, Jakarta. The theme-park-esque activation running from 26 June until 6 July showcased a variety of iconic elements from the series including the Ddakji, Gonggi, Jegi (traditional shuttlecock game), as well as the season's latest edition, the jump rope.

Netflix Indonesia shared with MARKETING-INTERACTIVE, that for the first four days, the activation attracted 1,400 jump rope players and some 400,000 spectators. The games were designed for open participation from the public, who were unable to take part in the streaming giant's previous activation in Jakarta for Squid Game season 2, due to the limitations of the Red Light Green Light game format. 

The activation was featured in more than 500 social media posts and digital coverage, with an estimated reach of 25 million. Adding to that, @netflixid's social media posts on owned channels have resulted in 197M impressions and 3.22M in engagements.

Meanwhile for Manila, Philippines, fans were also treated to the jump rope experience, but with a twist of augmented reality (AR). Participants were able to see a digital version of themselves flashed on the big screen as they played the game, making it an exciting viewing experience for the public. The activation drew over 7,500 spectators and 650 players throughout the four-day activation. 

In addition to the jump rope experience, visitors were also given the opportunity to explore and create content throughout the event space, which featured roaming pink guards and a striking display of coffins positioned throughout the area.

Over in Seoul, the Squid Game parade took over the streets for an hour-long spectacle from the historic Gwanghwamun Plaza to Seoul Plaza near City Hall, marking the first time a series has staged a takeover in the iconic area. Prepared for 348 days and realised with 456 staff, the parade featured about 10 units inspired by the show’s signature symbols, from Ddakji to a towering 7.5-meter Young-hee doll.

In addition, the Seoul government partnered with Netflix to coincide the event with the city’s tourism week. The parade was livestreamed on Netflix’s YouTube channels, racking up 4.5 million views in just two hours and drawing 38,000 fans on-site, said the streamer.

Twenty superfans from around the world even joined the performance itself. The festivities wrapped up with a fan event at Seoul Plaza attended by all cast members from seasons one to three and 9,000 cheering fans. The buzz will continue for a week with photo zones, jump rope games and parade models on display at Gwanghwamun for visitors to relive the spectacle.

Finally, in Taipei, over 10,000 fans turned up on opening day to see Young-hee and Chul-su take over Chiang Kai-shek Memorial Hall. A Pink Guard band kicked off the event alongside a light show that washed the iconic facade in pink. Jump rope game slots were fully booked within 24 hours, and the two towering dolls will remain on display until 6 July.

Across the map in Mumbai, Netflix India went all out and flipped the script by bringing together 19 of India's biggest creators, along with one lucky fan, to enter a live, full-scale Squid Game experience on-stage, in front of a crowd of over 900 people. The live gameplay brought in games from all three seasons of the show, and was completely unscripted, resulting in cliffhanger moments and meme-worthy reactions. 

That's not all, as Netflix India also collaborated with Indian Jam Project, for the reimagination of the South Korean series' iconic soundtracks from seasons one to three, with a classic five-piece ensemble featuring the sarod, sitar, harmonium, flute, and tabla. The music video paid homage to the series' haunting themes, while weaving in the timeless textures of Indian classical music. 

The streaming giant also partnered with local artist Omkar Patil, to reimagine Squid Game in iconic locations across India through artwork, and also brought five Indian creators together for a Korea creators' program. Its wider campaign also included a tie-up with Good Flippin' Burgers for a limited-edition menu, and D2C fashion brand Bewakoof for a flagship store takeover. 

Besides activations, fans of the show are also treated to numerous Squid Game collaborations. Earlier this week, OWNDAYS unveiled its limited-edition Squid Game designs, drawing inspiration from the series' most iconic visuals from the green player tracksuits and Young-hee doll to the surreal maze of pastel staircases. 

Travellers who are looking to travel in style can also look to American Tourister's tie up with the Korean series, with luggage designed after the Pink Guards and other motifs from the show. 

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