In the wake of the highly anticipated release of Squid Game Season 3, global brands are accelerating collaborative marketing efforts, even as viewer reactions remain divided.

Leading the charge, self-photo booth brand InsaengNeCut announced a special “Squid Game Season 3” frame that will launch globally on July 3. Available in over 1,000 stores across 29 countries and through the brand’s official app, this frame visually recreates iconic game scenes from the series, giving fans a chance to capture and extend their viewing experience through a “K-photo” moment. The collaboration emphasizes accessibility, allowing users to instantly apply themes by scanning a QR code at kiosks, with all photos automatically saved to the app for added convenience.

Meanwhile, Shinsaegae Department Store is rolling out an exclusive partnership with Netflix, making it the only Korean retail chain to host a Squid Game Season 3 pop-up event. The first round of pop-up stores runs until July 10 at the Gangnam and Centum City locations, before expanding to Daegu Shinsaegae and Times Square from July 18 to 31. At these venues, visitors are greeted by displays of Squid Game’s signature characters—including Young-hee, Cheol-su, and Pink Guards—alongside more than 200 exclusive goods created in collaboration with 20 brands such as J.Lindeberg and Odd Socks.

Alcoholic beverage company HiteJinro is also joining the trend, releasing limited-edition bottles of Chamisul and Terra featuring Squid Game Season 3 themed labels from late June. The Chamisul series incorporates illustrations of main characters like Young-hee, Cheol-su, and Pink Guards, as well as the brand’s signature dew drop and toad mascots on three distinct labels. Terra beer also sports custom illustrations on both bottle and can. Fans can also collect a suite of themed merchandise, such as the “Young-hee Game Console,” colored cups, and hair ties, with selected items available through a limited-time event on Naver Store.

Since its premiere, Squid Game Season 3 has ignited debate among viewers over its storyline and production quality. Yet in the world of brand marketing, the series continues to exert immense influence as a powerful content IP.

With these innovative cross-industry partnerships targeting Gen Z and global fans, Squid Game has evolved beyond drama, now functioning as an interactive branding platform that invites consumer participation.

Note “This article was translated from the original Korean version using AI assistance, and subsequently edited by a native-speaking journalist.”

Photo=Netflix, InsaengNeCutXSquidGameSeason3Frame, ShinsaegaeDepartmentStore, HiteJinro