"Squid Game 3" Mania: Korean Retail Giants Battle It Out with Epic Pop-Up Stores!
- lewishooper1
- Jul 25
- 2 min read
The dalgona craze and beyond returns as brands vie for four attention! We explore how Korea has amazingly embraced this global craze!
Squid Game has exploded onto our screens within the past couple of years, with the three-part series ending in June this year. Squid Game merchandise is absolutely crazy in Korea, driven by a powerful combination of national pride, the show's global phenomenon status, and incredibly savvy marketing.
What's caused this explosion?
"Hallyu" or Korean Wave is one factor as to why Korean products seem to be flying off the shelf, as well as Koreas content industry, and the sudden explosive global success instils immense pride in Koreans.
Why? Well it is because seeing their culture resonate so widely fuels a strong desire to engage with the brand is what Korea's soft power has always wanted since natural resources are not great compared to other countries.
The Dalgona Challenge
The dalgona cookie challenge, a highlight from Season 1, has spawned entire lines of products. You can buy pre-made dalgona candies with the shapes already imprinted, or, more thrillingly, purchase dalgona carving kits. These kits come with the ladle, metal press, and various shape cutters (star, circle, triangle, umbrella) – letting fans recreate the nerve-wracking game right in their own kitchens. Some of the Dojeon team and their families have also tried this game, and they have said that it looks a whole lot easier than it actually is in real life.
As for the retailers
Korean retailers are not just selling merch, but they are making sure that they case in on Squid Game merch, that with epic experiences, from local GS25 stores to the more high end market like Shinsegae, these Korean retailers have gone all out on immersive marketing, from inviting some of the cast to launch events, to famous influencers.
Imagine stepping into a real-life Squid Game: we're talking multi-city pop-up stores bursting with life-sized pink guards, Younghee and Cheolsu statues, and interactive zones that make you feel like you're literally in the show's dystopian world. These aren't just shops, they're cultural events you have to see to believe!
The Dojeon team recently covered the Squid Game parade, which took place right through the center of Seoul. Over its history, the area has seen a whole host of parades and demonstrations. For a TV series to have this much power is impressive, to say the least.
These days, you can buy literally anything related to the show, from the iconic tracksuits to the unsettling pink guard uniforms, which have become a popular go-to outfit for Halloween. All of these have allowed fans to step into either role and feel as if they are a part of the iconic TV series themselves.
Have you bought any Squid Game merchandise? If so, leave a comment and let us know what merch you have!
Comments