Squid Game Victory Parade in Seoul~*

 

The giant Young-hee doll that was wheeled through central Seoul.

Squid Game Victory Parade in Seoul: A Global Farewell to Korea’s Biggest Drama Phenomenon

On a humid summer evening in Seoul, Netflix pulled off its most extravagant fan event to date — a full-scale victory parade celebrating the final season of the global sensation, Squid Game. The event wasn’t just a promotional push. It was a homecoming, a farewell, and a declaration of South Korea’s dominance in global streaming content.

A Spectacle Like No Other

The Squid Game parade, which kicked off at Gwanghwamun Gate and stretched all the way to Seoul Plaza (a distance of nearly 1.5 kilometers), featured over 450 performers, elaborate aerial stunts, and stunning visuals. Pink-suited guards marched in formation, a brass band blasted the show’s eerie soundtrack, and the iconic 25-foot Young-hee doll lit up the city with laser eyes. The event culminated in a massive fan gathering that featured Squid Game creator Hwang Dong-hyuk and 25 beloved cast members from across all three seasons.

According to Netflix, the event took a full year to organize in partnership with the Seoul Metropolitan Government, drawing a crowd of nearly 38,000 people.

Is This Just a TV Show — Or a Cultural Power Play?

Standing in Seoul City Hall, with the Netflix logo projected high above, it was hard not to wonder: Was this more than just a celebration of a hit series? Was it Netflix’s self-congratulatory moment for outpacing Hollywood in the so-called “streaming wars”? Or a subtle power move, signaling the global tech giant’s full takeover of the Korean entertainment industry under the guise of cultural promotion?

Whatever the interpretation, the parade felt less like a traditional fan event and more like a K-culture music festival — except every act was Squid Game. Immersive video projections, actor Q&As, live dance performances, and an a cappella version of the show’s theme song electrified the audience.

Star Reflections: A Bittersweet Goodbye

Lee Jung-jae, who plays Player 456 Seong Gi-hun, took the stage to reflect on the journey:

“This has been more than a five- or six-year journey for me. I’ve done promotions and interviews in many countries recently, but watching the parade tonight, it really hit me — this is the end. I’m deeply grateful.”

Actor Lee Byung-hun, who portrayed the mysterious Front Man, revealed that he initially believed his role would be a short cameo. But when Squid Game became a worldwide phenomenon, he realized his character was just getting started.

“Seasons two and three pushed me to explore the role in depth, and I truly fell in love with the character. Even with over 20 years in the industry, Squid Game holds a special place in my career. I’m honored to have been part of a moment that made history for Korean entertainment.”

Influencer from Mexico Joins the Parade

Brian Skabeche, a content creator from Mexico, flew in for the event and participated in a Squid Game-themed challenge alongside 100 influencers. As one of the top 20 winners, he had the rare honor of marching in the parade under Young-hee’s shadow.

“There were fans from all over the world. One guy told me he came because he was drawn to the show’s anti-capitalist message. Others were just die-hard fans,” said Skabeche.

He first discovered Korean content through Squid Game while binge-watching it with his sister, who was recovering from an injury at the time. The show became a bonding moment, and later, a viral YouTube parody video featuring their dogs boosted his channel and connected him with global K-drama fans.

Squid Game: A Global Cultural Milestone

A portion of the 'Squid Game' parade in central Seoul on Saturday, June 28.

While K-cinema had long built a loyal following and K-pop went viral with Psy’s “Gangnam Style,” it was Squid Game that truly catapulted Korean content into the global mainstream. Launched on Netflix in September 2021, the series quickly went from regional buzz to global phenomenon, eventually becoming the most-watched Netflix title of all time and earning Korea’s first Emmy wins for both Hwang Dong-hyuk and Lee Jung-jae.

Hwang once described his mixed emotions about the show’s success:

“It’s surreal that a brutal satire criticizing the inhumanity of late-stage capitalism resonated so strongly worldwide. It’s powerful but bittersweet.”

Netflix Doubles Down on K-Content

Following the massive success of Squid Game, Netflix announced in 2023 that it would invest $2.5 billion in Korean content over four years — more than double all of its prior investment in the region. The company's global-local business model, which allows shows like Squid Game to be produced in Korea but reach audiences worldwide, is now a core part of its streaming dominance.

Netflix now leads Korea’s premium online video market, surpassing local competitors.

The Pressure Behind the Phenomenon

The incredible success of Season 1 placed enormous pressure on Hwang, who famously wrote and directed every episode himself. After three years of production, Season 2 premiered with record-breaking viewership. Season 3, released globally last Friday, has now returned the show's fate to the viewers.

“It’s been a long journey. I poured my heart and soul into this project. Now that it’s over, I feel a mix of sadness and relief,” Hwang told fans in Seoul.

As he exited the stage, a massive screen above the crowd displayed: “Game Over.”

But with Cate Blanchett’s surprise cameo in the Season 3 finale and whispers of a U.S. spinoff helmed by David Fincher, one question remains:

Is Squid Game really over?