Jinro has partnered with Netflix’s Squid Game Season 3 to release a limited-edition soju set featuring exclusive designs and collectible items. The company announced that the collaboration highlights iconic elements from the show’s universe, incorporating new characters and visuals into its packaging and goods.
This marks Jinro’s second collaboration with the Squid Game series, following the Season 2 edition. The Season 3 release features creative depictions such as the pink guards, the Chulsoo doll, an updated Younghee doll, and the Jinro toad mascot dressed in Squid Game contestant uniforms. The set also includes a return of the popular Younghee handheld game console and soju glasses with hidden dalgona patterns, enhancing the collection’s value for fans.
According to Jinro, the previous Season 2 edition sold out in one month across South Korea, Japan, Australia, and Mexico. Related digital content, particularly those featuring the Younghee game, surpassed 100 million views on platforms like YouTube and Instagram. For Season 3, the product rollout has expanded to 18 countries, including the Philippines, Thailand, Hong Kong, the United Kingdom, and France, in addition to South Korea.
On June 20, Jinro also participated as an official brand partner at the global fan event for Squid Game Season 3 held in Domino Park, New York. The company operated an on-site booth offering tastings of the limited-edition product and free gift kits to attendees.
BY WONHEE CHO [cho.wonhee@koreadaily.com]
