This photo provided by GS Group on June 30, 2025, shows exclusive tie-in merchandise produced in collaboration with the newly released third season of Netflix’s hit series “Squid Game. (Yonhap)
SEOUL, June 30 (Korea Bizwire) — Major South Korean retailers have launched special pop-up stores and exclusive tie-in merchandise in collaboration with the newly released third season of Netflix’s hit series “Squid Game,” according to industry officials Monday.
GS25, the convenience store chain operated by GS Group, has partnered with Netflix to showcase new collaborative products at a pop-up exhibition in Seoul’s Gwanghwamun Square running through Friday.
As Netflix’s official partner, GS25 is featuring items inspired by key characters, such as the show’s iconic Young-hee doll and a new doll character named Cheol-soo. Items include a 2-meter-long jump rope jelly and a cookie inspired by the “Dalgona” treat featured in the show’s first season.
This photo provided by Shinsegae on June 30, 2025, shows a Squid Game-themed pop-up store at one of its department stores in South Korea. (Yonhap)
GS25′s past collaborations with Netflix have recorded cumulative sales of 75 billion won (US$55 million).
Shinsegae Group is also opening Squid Game-themed pop-up stores at its department stores, including its flagship Gangnam branch in Seoul and Centum City branch in Busan, through July 10.
The pop-up stores are exclusively selling more than 200 types of products co-created with 20 domestic and international brands across fashion, accessories and sports categories, according to Shinsegae.
(Yonhap)
