Why Brands Couldn't Resist the Allure of Netflix's Squid Game

Defying traditional brand norms

When Netflix dropped Squid Game in 2021, no one could have predicted the cultural tsunami it would unleash. The South Korean dystopian thriller wasn’t just a hit - it became a global phenomenon, shattering streaming records and embedding itself into pop culture at lightning speed.

Yet, with Squid Game, even brands that typically avoid horror and gore couldn’t resist the allure. So why did Squid Game break the rules of brand safety, and what can marketers learn from its branding goldmine? In this article, Hollywood Branded explores how Squid Game defied traditional brand safety norms and still became a branding goldmine.  

The Shock Factor: When Risk Turns Into Reward

Let’s break down how this cultural phenomenon rewrote the rules of brand partnerships. In traditional marketing playbooks, violence and brand integration don’t mix. Family-friendly franchises like Stranger Things and The Mandalorian are usually safer bets. But Squid Game proved that sometimes, breaking the “rules” pays off. Why? Because the show’s virality outweighed its brutality.

Take Squid Game-themed marketing campaigns. Netflix itself leaned into brand partnerships, launching a real-world Squid Game pop-up experience with merch collaborations across multiple industries. From fashion to food, companies wanted in.

Louis Vuitton dressed HoYeon Jung, a Squid Game star, as a brand ambassador. Vans saw a spike in white slip-on sales after the show’s release. Even gaming brands incorporated Squid Game-inspired challenges into their content. The message was clear: consumers weren’t repelled by the violence - they were obsessed with it.

Photo Credit: WWD 

Brand Safety vs. Brand Opportunity

So why did brands feel comfortable associating with Squid Game, despite its high body count? A few key reasons:

1. Fiction Softens the Blow - Unlike real-world violence, the Squid Game is entirely fictional, making it feel less risky than, say, aligning with a controversial news event.

2. Mass Popularity Creates Safety in Numbers – When everyone is talking about something, the collective buzz minimizes individual brand risk.

3. Creative Adaptation - Brands didn’t have to engage directly with the gore; instead, they leaned into the show’s symbols, games, and aesthetics to craft campaigns that resonated without being disturbing.

From hoodies and sneakers to collectibles and themed snacks, Squid Game sparked a merchandising frenzy. Fans wanted a piece of the show in their everyday lives, and brands were quick to deliver. Companies like Zara and H&M released streetwear collections inspired by the show's bold colors and iconic tracksuits, while food brands capitalized on the viral Dalgona candy challenge by producing limited-edition products.

The key lesson here? When pop culture takes over, merchandising follows. Brands that move fast can tap into the consumer craze before it peaks, creating both engagement and revenue streams.

Photo Credit: The Hollywood Reporter | Netflix

Gaming and Experiential Marketing: Making It Real

With its game-based storyline, Squid Game naturally lent itself to interactive experiences. Several brands took the marketing leap, crafting real-world activations that let fans step into the Squid Game universe. Theme parks, escape rooms, and VR experiences popped up worldwide, offering immersive ways for audiences to engage with the series.

The takeaway for brands? Experiential marketing deepens brand engagement. Consumers don’t just want to watch - they want to participate. By creating tangible, interactive brand experiences, companies can leave a lasting impact.

Squid Game flipped the script on brand safety, proving that under the right circumstances, even “risky” content can be a marketing jackpot. The key lessons for brands?

• Be where the cultural conversation is happening. Brands that hesitated missed out on a major engagement wave.
• Find creative ways to align without directly endorsing controversy. Lean into aesthetics, characters, and references that capture the show’s essence without the gore.
• Know your audience. Younger audiences are less squeamish about dark themes and appreciate when brands stay relevant to their interests.

The success of Squid Game as a branding powerhouse reminds us that marketing isn’t always about playing it safe. While not every violent or horror-based IP will be as brand-friendly, Squid Game showed that when something reaches a cultural tipping point, even traditionally risk-averse brands might just throw caution (and a few marketing dollars) to the wind.

Photo Credit: HS Insider | Netflix

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