How HK brands can better ride on the Squid Game hype

The recent return of the highly anticipated Squid Game on Netflix has become the latest talk of town as the second season surprised fans with intense storylines and compelling characters. The seven episodes of season two were aired in December 2024, while the third and final seasons are set to premiere later in the year.

By the end of 2024, Squid Game had reached an astounding 330 million viewers and over 2.8 billion hours viewed, according to Variety. After the release of season two, the series skyrocketed to the top of the "Netflix Global Top 10", amassing 68 million views in its debut, ranking top in 92 countries, breaking the record for most views for a show in its premiere week and breaking into the "Most Popular List" in record time, according to Netflix.

While in Hong Kong, the series has garnered over 7.7k mentions over the past 30 days despite netizens being mixed about the show regarding specific moments and characters, according to media intelligence firm CARMA. Keywords associated with the series include "Squid Game", "focus", "vote", "Netflix", "game", "discussions", amongst others.

As Netflix is going all out with eye-catching promotions across Asia, Hong Kong brands have also taken the opportunity to trendjack the series' hype. For example, local toy company Kalos Blocks has partnered with Squid Game 2 to release a new line of block products. They have also launched a pop-up store at Hysan Place, inviting boyband MIRROR's Edan Lui to engage with the audience.

On the other hand, KYUBI, a local apparel brand is teaming up with Squid Game to launch a themed promotional event at AIRSIDE HK, featuring a four-metre tall doll of Young Hee, an impressive killing doll from the series. The event aims to help build excitement for the show's airing later in the year.

MARKETING-INTERACTIVE has reached out to Kalos Blocks and KYUBI for more information.

Industry reactions

Calling it a smart move, Rick Kwan, executive creative director, Grey Hong Kong, said Squid Game is a massive cultural phenomenon and the fact that Netflix is finding ways to leverage the series and make it more relevant to the different places is incredibly important.

With Squid Game dominating social media, out-of-home (OOH) advertising, Kenneth Tung, executive creative director, Havas Hong Kong said that shopping malls are the right place to promote the show as they can draw people in.

“I believe there will be a lot of Young-hee photos shared on social media from Airside. Kalos is also a good fit because the characters are made from the products, and it doesn’t overshadow the brand itself.”

He added that after the huge success of the first season of Squid Game three years ago, it has evolved into an intellectual property (IP), a reality game, and a phenomenon. “The whole world is eagerly awaiting this season.”

“In the past few months, I saw the Young-hee doll travel to Thailand, Paris, and Sydney on social media, which has helped Netflix build a very strong brand in the live streaming business.”

Terry Tsang, director, Narrow Door saw this as a win-win strategy for brands to collaborate with such important intellectual properties (IPs) to create hype. "Squid Game has become a worldwide sensation, and fans have been eagerly anticipating the launch of season two. I love how this McDonald's spot seamlessly integrates Squid Game elements into their product innovation, just in time for the new season."

On the other hand, Rudi Leung, founder and director of Hungry Digital, said drawing crowds in shopping malls kind of lacks breaking new ground despite being a practical tactic.

“Had this been during Squid Game Season 1, it might have felt fresh and exciting. However, with the sequel, the novelty factor has inevitably waned, and I question whether this approach will generate much buzz beyond Lui’s fanbase. To truly stand out, marketers must move beyond simply riding the wave of a trend and instead aim to redefine the narrative in bold, unexpected ways,” he added.

How can HK brands further ride on the hype?

Leveraging an iconic show such as 'Squid Game' for brand collaborations is a logical progression as brands across Southeast Asia quickly trendjacked the series’ hype to engage with a wider audience such as Meiji Singapore and Crocs Malaysia.

As a city that celebrates diverse cultures, it would be great if the business community in Hong Kong could create global talkability, as well as connecting the beauty of what we have to offer with this lightening-in-a-bottle moment that Squid Games is experiencing, according to Duffy Lau, managing director, Grey Hong Kong. 

However, the real challenge isn't drawing crowds as the show's popularity handles that admirably, said Jay Ng, director, So Don’t Bore. “For Hong Kong brands considering this venture, success lies in the delicate art of brand integration and market differentiation. Think of it as directing your own show – your brand should be the main character while Squid Game plays a compelling supporting role,” he added.

With multiple activations saturating the market, standing out requires more than just participation; it demands experiences that authentically reflect your brand's DNA, he added.

In today’s fast-paced media landscape, viral marketing plays a crucial role in promoting timely content, said Desmond So, CEO, Uth Creative. “Unlike traditional marketing strategies, viral campaigns create a sense of urgency, compelling consumers to engage so they’re not left out of the conversation surrounding trending topics.”

While many brands are embracing social stunts—a trend that aligns well with current marketing practices—it’s essential to remember that the impact of these initiatives often hinges not just on creativity, but also on the recognition of the associated icon or franchise, he added. “Not all collaborations guarantee that level of recognition, which is a critical factor in their success.”

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