SideQuest Worlds appoints PR agency to build buzz for Squid Game: The Experience Jakarta

SideQuest Worlds has appointed Alpha Story Indonesia as its strategic communications partner ahead of the opening of Southeast Asia’s first Squid Game: The Experience in Jakarta.

The partnership will see Alpha Story lead communications and media relations for the attraction across Indonesia, while supporting regional outreach in Singapore and Malaysia. Its remit will include building awareness, strengthening media understanding of the experience, and monitoring coverage and sentiment across key markets.

Operated locally by SideQuest Worlds, part of Vista Adhya Paragon, the Jakarta attraction is set to open on 16 October 2026 at Agora Mall, Thamrin Nine.

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Spanning more than 1,900 square metres, Squid Game: The Experience Jakarta will feature interactive games and themed environments inspired by Netflix’s hit series, alongside photo opportunities, retail and food and beverage offerings.

The Jakarta edition follows previous Squid Game: The Experience locations in New York, Madrid, Seoul, London, Sydney and Tokyo. Kingsmen Xperience is responsible for the design, production and installation of the interactive environments and key thematic elements, while SideQuest Worlds is handling local market delivery through its venue, commercial and audience network.

“Bringing Squid Game: The Experience to Jakarta is about giving Indonesian audiences a new way to engage with a global story they already know, through a shared, in-person experience,” said Rea Qinthara, marketing and commercial lead at SideQuest Worlds.

“As we prepare for the 16 October opening, we selected Alpha Story Indonesia to help build clear, locally relevant communications that introduce the experience to audiences, media, and partners across Indonesia and the wider region.”

Technology will also form part of the partnership. SideQuest Worlds will use Alpha Story’s proprietary Alpha Echo platform for media monitoring, social listening, campaign execution and strategic intelligence.

The platform will be used to track coverage, identify dominant customer profiles, assess public perceptions of campaigns at a grassroots level and identify marketing and communications opportunities for the attraction.

“A global entertainment IP needs a local story that people can understand and connect with. With Alpha Echo, our role is to help SideQuest Worlds identify opportunities and apexes that are not immediately apparent, and translate the Squid Game scale and excitement into marketing and communications strategies that resonate with local audiences. We will deliver this while also building public understanding, trust, and anticipation ahead of and after the opening,” said Leighton Cosseboom, country lead at Alpha Story Indonesia.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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