SEOUL, June 30 (AJP) - As Squid Game returns to screens for its third season, South Korea’s retail sector is turning the Netflix juggernaut into a merchandising powerhouse, deploying immersive pop-ups, collectible goods, and brand collaborations to capture the momentum of the global hit.
From convenience store chains to luxury department stores, businesses are rushing to stake their claim in what has become one of the year’s most aggressively commercialized entertainment franchises.
GS25, a major Korean convenience store operator, has partnered with Netflix to release a series of exclusive products tied to the new season. The lineup includes a lenticular T-Money transit card featuring the show’s returning mascot Younghee and newcomer Cheolsu, a jump rope-shaped jelly candy nearly two meters long, and chewy dalgona cookies that pay homage to the viral “dalgona challenge” from Season 1.
The products are on display at Netflix’s official Squid Game pop-up at Gwanghwamun Plaza, which runs through July 6.
According to GS Retail, its various collaborations with Netflix have sold more than 30 million items to date, including 6.3 million Squid Game-branded products. The franchise alone has generated more than 12 billion won, or about $8.6 million, in revenue.
“We aim to go beyond the boundaries of a traditional convenience store and position ourselves as a cultural platform through collaborations with world-renowned Korean content,” said Lee Jeong-pyo, head of marketing at GS Retail.
At the high end of the retail spectrum, Shinsegae — South Korea’s premier department store group — has launched its own multi-city pop-up initiative as the only official Korean merchandising partner for Squid Game Season 3.
The first leg of the pop-up spans Shinsegae’s flagship Gangnam store and its Centum City location in Busan, where visitors are greeted by life-sized pink guards, mascot statues, and experiential zones designed to attract crowds. The displays will run through July 10 before relocating to Daegu and Seoul’s Times Square Mall from July 18 to 31.
The department store’s retail program includes over 200 officially licensed items, ranging from apparel and lifestyle accessories to reimagined Korean game kits.
Participating brands include J.Lindeberg, Odd Sox, CAPL, and Breezefi. Purchases made with Shinsegae credit cards qualify for additional discounts, reinforcing the commercial pull of the collaboration.
The retail push underscores a broader evolution of Squid Game — from a dystopian drama to a full-fledged global brand platform.
With immersive marketing, collectible merchandise, and high-profile partnerships, the show’s off-screen presence is now nearly as elaborate as its on-screen world.
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