Following the success of Season 2, Squid Game continues to be a phenomenon on Netflix, drawing in vast audiences worldwide. The show has set numerous viewership records, but while many brands and creators try to capitalize on its fame, they often overlook the core themes that make the series compelling.
Since its debut in September 2021, Squid Game has captivated an astonishing 330 million viewers, amassing over 2.8 billion hours of watch time (as reported by Variety). The second season has also enjoyed remarkable viewership numbers, reinforcing the show’s global appeal.
The Core Themes of Squid Game
At its core, Squid Game artfully blends nostalgia and dark irony. The bright, childlike games juxtaposed with deadly stakes create a perfect storm of engagement, featuring memorable characters brought to life through powerful performances. However, the show’s allure transcends mere entertainment; it serves as a piercing commentary on capitalism. Contestants, driven by overwhelming debt, find themselves risking their lives in search of a way out—a harsh reflection on socioeconomic struggles.
The conceptual roots of the show hark back to its creator, Hwang Dong-hyuk, who drew inspiration from his own experiences with financial hardship. In his words, “I read some stories about these indebted people entering into these life-and-death games, and that became really immersive for me because I was struggling financially myself.” This poignant connection imbues the narrative with a sense of reality that resonates deeply with audiences.
The Danger of Commodification
Despite the apparent challenges in commodifying such a dark and critical narrative, various companies persist in trying to leverage its popularity. Squid Game is inherently a critique of the disparity between the wealthy and the poor—yet that hasn’t deterred ventures that seem disconnected from the show’s core message.
Back in 2021, prominent YouTuber MrBeast created his own version of the games, albeit without the death element, which achieved record-breaking views. Although it was celebrated by some, many critics argued that it missed the crucial themes and profound societal critique embedded within the original series.
Similarly, Netflix’s adaptation named Squid Game: The Challenge faced backlash for seeming to overlook the anti-capitalist sentiments that form the basis of the first two seasons. The series’ producer even declared that the critique of capitalism was only a minor element of the story, indicating a disconnect with the series’ intended message.
Even brands like Domino’s have attempted to tie into this cultural phenomenon, offering promotions linked to the show. They stated, “Those who watch Netflix’s Squid Game know that losing is the ultimate emergency, but Domino’s is here to turn that around,” attempting to engage consumers with clever marketing based on the show’s concepts.
While free pizza promotions may seem amusing, they trivialize the serious consequences depicted in the series—where competitors face life-and-death scenarios, often characterized by gruesome outcomes. This stark contrast highlights the peril of commodifying a narrative rooted in human desperation and suffering.
The underlying popularity of Squid Game derives from its deep exploration of universal themes such as debt, desperation, and the often callous nature of those in power. This profound relatability is what resonates with audiences, making any attempts to create ‘games’ or merchandise from the series controversial at best. As the world grapples with the realities of wealth disparity and class struggles, it may be prudent for companies to rethink their approach in harnessing the essence of Squid Game.
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