'Squid Game' draws tie-ins with Samsung, Kia and more before new season

Marketing partners flock to Netflix hit amid sluggish South Korean consumer spending

20241225N Squid game

A statue of Young-hee, the doll from the "Squid Game" series, stands in central Seoul in December. (Photo by Ahn Seong-bok)

NAMI MATSUURA, Nikkei staff writer

SEOUL -- With the second season of the hugely popular South Korean drama "Squid Game" due out Thursday on Netflix, companies are launching collaborations with the series featuring products from cars to dumplings.

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