Netflix CMO: "Han, the Center of Global Culture"... Visit to the Squid Game 2 Production Presentation

'Ogyeom2' Global Leadership Team Visits Seoul
First Domestic Press Conference... "The World Is Captivated by Han"
Kim Minyoung, Vice President of APAC Content, Also Participates

As the release of 'Squid Game Season 2' approaches on the 26th, Netflix's global leadership team made an unusual visit to the domestic production press conference. They expressed their anticipation for Squid Game Season 2 while highly praising the cultural influence of Korean content.

On the 9th, the 'Pink Museum' displayed at the entrance of the 'Squid Game Season 2' world premiere event held at Dongdaemun Design Plaza (DDP) / Photo by Netflix

On the 9th, Netflix announced that Marian Lee, Chief Marketing Officer (CMO), and Minyoung Kim, Vice President (VP) of Content for the Asia-Pacific region (excluding India), attended the production press conference ahead of the 'Squid Game' Season 2 world premiere event held at the Dongdaemun Design Plaza (DDP) Art Hall in Seoul. This marks the first time Netflix global leaders have participated in a domestic production press conference and appeared on stage.

CMO Lee said, "Every time I visit Korea, I feel as if I have returned home," adding, "When I talk with my family and friends in Korea, I feel proud that Korea stands at the center of global culture." Lee, a Korean-American, joined Netflix in 2021, initially overseeing marketing in the U.S. and Canada before being promoted to CMO in 2022.

He continued about 'Squid Game,' saying, "The worldwide love for Squid Game has exerted cultural influence," and added, "The Season 2 teaser video was also the most viewed teaser this year and ranked number one among trending videos worldwide on YouTube."

On the 9th, at the Squid Game Season 2 production press conference held at Dongdaemun Design Plaza (DDP) in Seoul, (left) Marian Lee, Chief Marketing Officer (CMO) of Netflix, and (right) Kim Min-young, Vice President (VP) of Content for the Asia-Pacific region (excluding India), took the stage to make announcements. Photo by Netflix

Vice President Kim stated, "More than 80% of Netflix members worldwide are watching Korean content," and explained, "Korean content signifies not just regional success but has established itself as a hub in the global creative ecosystem." Kim joined Netflix in 2016 and has successfully led non-English works such as 'Kingdom' and 'Squid Game.' Currently, he oversees the content division for the Asia-Pacific region excluding India and leads content strategy as part of the global leadership team.

On the morning of the 9th, staff dressed as Pink Guards were moving through the space at the Squid Game Season 2 Experience Zone at Dongdaemun Design Plaza (DDP) in Seoul. Photo by Seoyul Hwang chestnut@

At DDP, eight experience zones for fans are also being operated. Visitors to the experience zones on that day could enjoy OX quizzes, claw machines, the multiplayer mobile game 'Squid Game: Unleashed,' and a photo booth zone. They could also compete in a ttakji (Korean paper tile) match with the 'Ttakji Man,' a recruiter character from the drama.

Throughout the experience zones, staff wearing black masks painted with circles, triangles, and squares and dressed in pink jumpsuits, as if they stepped out of the drama, enhanced the immersive atmosphere. After the experience, visitors could use stamps they received to get F&B products (Bibigo dumplings, Maeil Dalgona milk) in collaboration with partner companies or try a vending machine experience.