Travel gets deadly stylish in American Tourister’s Squid Game tie-up

American Tourister is inviting fans to "join the game" in its latest collaboration with Netflix’s hit series Squid Game, timed ahead of the show’s highly anticipated third season dropping on 27 June.

The travel brand has launched a limited-edition luggage collection inspired by the Korean thriller, alongside a campaign that reimagines the series' infamous invitation moment as a real-world fan experience.

At the heart of the campaign is a cinematic spot where everyday individuals receive mysterious cards in unexpected places before chasing masked guards towing the exclusive travel pieces. The film climaxes in a high-stakes standoff as invite-holders gather in an open arena, cards in hand, ready for take-off.

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Developed by Blak Labs Singapore, the “Join the game” campaign aims to dramatise the lengths fans would go to get their hands on the collection.

The collection includes two lines: the 'Soldier Series'—a bold black-and-pink military-style set—and the 'Game Series', which draws on the show’s signature green and cream contestant palette with playful hieroglyphic-style prints.

The collection will be available in stores, with activations and giveaways lined up for fans.

“The Netflix Squid Game Collection isn’t just travel gear. It’s a cinematic invitation into one of the world’s most iconic shows,” said Alicia Lee, business manager, Asia at American Tourister (Samsonite APAC & Middle East).

“Whether you’re team Soldier or team Contestant, this collaboration gives fans a way to express their love through fashion and functionality," added Lee. 

“We didn’t just want to show off luggage,” said Koh Hwee Peng, creative partner at Blak Labs.

“We wanted fans to feel like they’ve received their own invitation to something epic—because Squid Game isn’t just a show anymore, it’s a cultural movement," added Koh. 

American Tourister's collaboration is part of a broader trend where brands across industries are leveraging the Squid Game franchise to engage audiences. In Malaysia, tea brand Tealive partnered with Netflix to introduce a range of Squid Game-themed limited-edition beverages, snacks, and merchandise. The collaboration included themed drinks, snacks such as spicy budae popcorn chicken, and merchandise such as cooler bags and collectible t-shirts. 

While in Manila, Johnnie Walker unveiled a special edition of its Black Label whisky, featuring design elements that pay tribute to Squid Game, including the Striding Man logo dressed in the show's green tracksuit and bottles numbered from 001 to 456.

Similarly, Lazada Singapore launched a gamified campaign titled "Lazada 12.12. All out sale," challenging users to a game of 'scissors, paper, stone' to win vouchers. The campaign featured a character resembling a Squid Game guard delivering parcels and engaging residents in the game.

Finally, KALOS, a Hong Kong-based building brick toy brand, collaborated with Netflix to launch a Squid Game-themed interactive experience at Hysan Place. The pop-up store featured large-scale models of characters from the series and offered exclusive merchandise like keychains and blind boxes.

These collaborations highlight the show's significant cultural impact and its ability to transcend entertainment, influencing various sectors from fashion to food.

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