Netflix Takes Victory Lap Through Seoul With Massive ‘Squid Game’ Parade

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Could all this really be for one TV show?

Over the weekend, in the misty, damp evenings of Seoul, Netflix held its grandest fan event yet – a triumphant march commemorating the conclusion of the record-breaking series Squid Game, the vividly gory drama that has been Netflix’s most popular show since its debut.

Over a mile long, the grand spectacle showcased more than 450 performers, aerial presentations of Squid Game-themed symbols, ranks of guards in pink suits, a marching band playing the eerie tunes from the series, and a 25-foot-tall doll of Young-hee with lasers emitting from its eyes. The parade commenced at Gwanghwamun Gate, meandered through the city, and ended at Seoul Plaza. This was followed by an enormous gathering celebrating Squid Game, featuring creator Hwang Dong-hyuk and 25 of the most prominent cast members from all three seasons. Netflix mentioned that it took close to a year to coordinate this event with the Seoul Metropolitan Government, and the crowd swelled to approximately 38,000 people during the parade.

In the heart of Seoul, the grandeur of the event seemed almost unbelievable, making it tempting to weave broader stories into this visual extravaganza. Could it be that Netflix was merely celebrating its long-awaited victory over traditional studios in the now less awkwardly labeled “streaming wars”? Or, considering Netflix’s international content approach, could this glowing Netflix logo atop Seoul City Hall be the final step in a U.S. tech giant’s conquest of the Korean entertainment industry, subtly masked as an act of goodwill? At times during the night, which featured interactive videos, star interviews, dance performances, a live rendition of the Squid Game theme, and an enthusiastic crowd, the event felt like a lively music festival where every artist was associated with Squid Game.

Despite the biased viewpoint of the lone trade reporter present, there was an overwhelming sense of pure joy among the celebrities on stage and the throngs of fans who attended the event.

Lee Jung-jae, star of Squid Game as Seong Gi-hun (Player 456), shared his feelings from the stage, “This has been a journey spanning five to six years for me, and I’ve amassed so many cherished memories.” He continued, “Over the past weeks, I’ve been busy with promotions and interviews across various countries. But just now, watching the parade, it finally felt real that this is the end. I feel incredibly thankful.

Actor Lee Byung-hun, known for his enigmatic role as the Front Man in “Squid Game,” admitted that he initially thought he’d only be filming a brief appearance to wrap up the series’ first season. However, when the show turned into a worldwide sensation, he understood that his character’s story was far from over.

When it was announced that seasons two and three would be produced, I recognized I needed to delve deeper into the role, and this is when I developed a deep affection for this character,” Lee stated. Despite his status as one of Korea’s top stars for over twenty years, Lee mentioned that Squid Game holds a unique place in his lengthy career. “Squid Game made history within Korean entertainment, and being involved in such an achievement has been an extraordinary privilege,” he concluded.

Brian Skabeche, a content creator, journeyed from Mexico to South Korea for this weekend’s event. Upon arriving in Seoul, he took part in a Squid Game-styled competition alongside more than 100 international influencers. Remarkably, he was one of the 20 chosen to walk behind Young-hee in the parade, an accolade that he rightfully earned.

Skabeche shared with THR that there were individuals who had traveled from various parts of the globe, and the encounter was simply wonderful. One person informed him that they were present due to their fondness for the anti-capitalist theme in Squid Game; others were merely enthusiastic followers.

As a devoted fan myself, I hadn’t previously delved into the realm of Korean content. However, an unexpected turn of events found me immersed in the captivating world of “Squid Game” alongside my sister, who was recuperating from an accident at home. We became enthralled, and it transformed into a shared experience that brought us closer together. Later on, I collaborated with fellow influencers to create a humorous parody of “Squid Game” featuring our beloved pets. To my delight, the video resonated with viewers, giving my channel a much-needed boost in popularity.

“It connected me with K-content fans, who I learned are a really great audience,” he said.

The popularity of Squid Game surpasses anything seen before in this field. Although Korean cinema had been gradually gaining a dedicated fanbase since the early 2000s, and K-pop gained global attention as early as 2012 with Psy’s humorous hit “Gangnam Style,” Squid Game stunned the world when it premiered on Netflix in September 2021. The show initially attracted a modest audience, but then quickly grew into a regional phenomenon through word-of-mouth, before becoming a full-blown global sensation. In just a few weeks, it became Netflix’s most-watched series ever – a record it has yet to relinquish. (Squid Game later also earned two Emmys for its creator and lead actor – a first for the Korean entertainment industry.)

The creator of the show, Hwang Dong-hyuk, has expressed profound emotions about how his bitter critique of the ruthless, heartless nature of late-stage capitalism has struck a chord with audiences globally.

Netflix has significantly increased its financial commitment towards Korean entertainment, establishing itself as a dominant force in the high-end online video market within the country. By 2023, the company had promised to invest $2.5 billion in Korean content over four years – an amount far surpassing all previous investments in K-content combined. The worldwide business strategy of Netflix was also evident during the grand success of Squid Game – a level of investment and spectacle that could only be justified for a platform with the ability to broadcast localized productions to its vast international subscriber base, which is far larger than South Korea’s population of 51 million.

The extraordinary success of Squid Game’s first season placed immense burden on Hwang, who is known for penning and directing each episode alone. Yet, after a wait of three long years, season two managed to surpass expectations, shattering Netflix records as the title with the highest number of views in its premiere week, eventually climbing to become the third most-watched show on the platform. Fans finally got a glimpse of Squid Game’s future last Friday when season three was released globally.

The trip was extensive, and I poured my entire spirit and energy into this project,” Hwang expressed to the gathering in Seoul on Saturday. “With its completion, I’m experiencing a mix of emotions – sweetness tinged with sadness, yet also immense relief.

Shortly following the departure of the director and his actors, the large screens on stage displayed a “Game Over” message to the audience. Whether the popular series Squid Game produced by Netflix has actually concluded is uncertain. However, a surprise appearance by Cate Blanchett towards the end of the final episode, combined with rumors about David Fincher potentially directing a spin-off, certainly implies that it might not be over yet. For now, Netflix seems content to enjoy the success indicated by the impressive viewership figures for Season 3 without commenting further.

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2025-06-30 15:54