I binge-watched Squid Game from season 1 to 2—here’s what content creators can learn
Viral sounds, eye-catching visuals, and relatable themes made Squid Game a hit with Gen Z—and a goldmine for marketers.
Every time I scroll through TikTok or Instagram Reels, one sound seems to haunt me—in the best way possible. That iconic tune from Squid Game’s season 2 episode 6 lives in my head rent-free, and I’m not alone. The addictive music, fused with the emotional weight of the episode, has become an anthem on social media.
Spoiler Alert: This article includes some potential spoilers, along with clips and photos from Squid Game, including key moments from Season 2, Episode 6. Scroll carefully if you’re not caught up!
Remember this iconic scene?
Gen Z creators took Squid Game from just a Netflix hit to a full-on TikTok craze. The show’s viral sounds and trends became pure gold for TikTok, sparking millions of views and turning everyday users into marketing pros without even realizing it.
Take the "Red Light, Green Light" tune, for example—it’s been remixed, parodied, and used in endless dance challenges and memes. Squid Game gave creators a treasure chest of content to play with, and they ran with it.
With TikTok videos surpassing 49 billion views under #SquidGame, the show demonstrates how much weight Gen Z gives to trends. Viral music is the cornerstone of this movement, with catchy tunes creating an emotional connection that keeps audiences hooked.
Atikah Amalia
So, really—what makes Squid Game so irresistible to Gen Z?
It’s not just Gen Z who’s hooked on Squid Game—the show has taken the world by storm, breaking records and inspiring everything from memes to full-blown marketing campaigns. But what’s the secret sauce that makes it so irresistible, especially for Gen Z?
Let’s break it down:
1. Relatability
The themes of competition, survival, and societal pressure strike a chord not just with Gen Z but also with Millennials, who face constant performance pressure in a social media-driven world.
In Squid Game, characters are often pitted against one another, fighting for survival while grappling with moral dilemmas—a stark reflection of the "always on" culture Gen Z experiences online.
The storytelling dives deep into relatable struggles, like debt, inequality, and the lengths people will go to succeed, making it hard not to see yourself in the desperation or determination of the players. It’s this emotional connection that keeps Gen Z glued to the screen—and coming back for more.
2. Aesthetic appeal
Bright colors, striking costumes, and meme-friendly visuals make the series perfect for platforms like TikTok. The soldiers, dressed in vibrant pink uniforms with geometric masks, create a striking contrast against the show’s dark and intense themes.
3. Catchy sounds
From haunting melodies to intense background scores, the music adapts seamlessly to short-form content.
4. Cliffhanger storytelling
The suspense and open-ended theories keep conversations alive. Many fans, like me, find themselves diving into TikTok rabbit holes, watching theory videos and speculating about upcoming seasons.
5. The FOMO factor
Fear of missing out (FOMO) drives Squid Game’s popularity further. Gen Z hates feeling left out, and being part of viral challenges or discussions is a social currency.
Can you imagine if all your friends are talking about the show, debating theories, or recreating scenes, and you have no idea what’s going on? For many, the fear of being left out is enough to hit play.
Brands that couldn’t resist the Squid Game hype
Big brands couldn’t help but jump on the Squid Game hype train, turning its cultural buzz into creative campaigns.
Here are some of the coolest ways they made the most of this viral trend:
1. Just Eat
Their "Red Light, Green Light" campaign featured a life-sized Young-hee doll to promote ordering takeout.
2. Knorr
A creative Squid Game-inspired ramen launch invited fans to "Dare-to-Slurp" their Korean-inspired noodle packs.
3. Duolingo
The language app created a K-pop remix and showcased their pink guard mascot, Duo, in their Korean language campaign.
4. Heineken
A playful social media post reimagined the game’s shapes on their iconic logo, sparking engagement.
If Squid Game teaches us anything, it’s that going viral is all about blending relatability, eye-catching aesthetics, and clever storytelling. Whether you’re brainstorming your next TikTok challenge or a marketing campaign, tapping into trends like this can spark something big.
And hey, just like how I’m counting down the days to Season 3 and obsessively scrolling through fan theories, why not scroll through our other articles? Who knows—you might just find some answers (or even more inspiration)!
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