Launch of Products Based on Show Content Such as "Younghee Cheolsu Transportation Card" and "Jump Rope Jelly"
GS25, a convenience store operated by GS Retail, announced on June 30 that it will participate as an official partner of Netflix in Squid Game Season 3 and carry out marketing activities.
First, until July 6, GS25 will hold customer participation events and introduce collaboration products through designated exhibition spaces within the Netflix-hosted pop-up event at Gwanghwamun Square in Seoul.
GS25 will also sequentially launch collaborative products based on Squid Game Season 3 content. On June 27, the company introduced the "Younghee Cheolsu Lenticular T-money Transportation Card," featuring the main character Younghee and the newly introduced Cheolsu. In early July, customers will be able to purchase the "Jump Rope Jelly," a jelly candy about 2 meters long inspired by the group jump rope concept from the show, as well as the "Dalgona Chewy Cookie," which incorporates dalgona, a signature snack from Squid Game.
GS25 emphasized that this collaboration goes beyond simply recreating items from the content, focusing instead on providing consumers with connected experiences. The company aims to become a brand that naturally integrates into daily life, expecting this virtuous cycle where fandom directly translates into purchasing power.
Since 2023, GS25 has introduced products based on K-content, such as Squid Game and Black-and-White Chef: Culinary Class War, through a strategic partnership with Netflix. Cumulative sales of Netflix collaboration products have surpassed 30 million units and 7.5 billion KRW in revenue. Among these, Squid Game series-related products alone have achieved 6.3 million units sold and 1.2 billion KRW in revenue.
Lee Jeongpyo, Head of Marketing at GS Retail, stated, "We will continue to strengthen our role as a 'cultural platform' that goes beyond convenience stores by collaborating with globally recognized K-content."
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