Korean Soju Sells Out in Weeks Thanks to This Hit TV Show

From A-list Korean actors to K-pop idols, Soju brands have successfully appealed to diverse consumers from around the world. Though Korean Soju has always remained a national alcoholic staple enjoyed by many of all ages and demographics, since the release of Squid Game 2, Soju has seen a major spike in sales and consumer demand worldwide.

HiteJinro has announced that its special Squid Game-themed Chamisul edition, created in collaboration with Netflix’s hit series Squid Game Season 2, has completely sold out.

Launched on December 9, 2024, the Chamisul Squid Game Edition was distributed globally, including in South Korea, Japan, Australia, and Mexico, with a limited run of 42 million bottles. Within just four weeks, the product saw overwhelming demand, with all units snapped up by eager consumers.

Innovative Design Meets Global Phenomenon

The limited-edition bottles featured unique designs inspired by Squid Game’s iconic characters, including the Doll (Younghee), the Pink Guards, and the Front Man. This fresh reinterpretation of Chamisul’s brand identity struck a chord with both consumers and critics, earning praise for its creative execution. By merging the legacy of a beloved Korean soju brand with the global phenomenon of Squid Game, HiteJinro successfully unveiled a bold new dimension of Chamisul.

Viral Marketing Success

The collaboration wasn’t just about the bottles. The release was accompanied by a high-energy ad campaign that became a viral sensation, racking up over 3.8 million views on YouTube and more than 2 million additional engagements across social media platforms. Younger consumers in their 20s and 30s expressed their enthusiasm for the unique pairing of Squid Game and Chamisul, helping the campaign gain significant traction online.

Limited-Edition Collectibles

In addition to the soju bottles, four exclusive merchandise items were introduced: a Younghee game device, Pink Guard toad figurine, collectible glasses, and an apron. Among these, the Younghee game device—modeled after the infamous “Red Light, Green Light” doll—became particularly popular. With a button-activated spinning neck, it became a hit at gatherings as a fun drinking game prop, driving even more interest in the collaboration.

The Power of Global Appeal

The partnership’s success is largely attributed to Squid Game’s immense global popularity. As one of Netflix’s most-watched series, it topped charts in 93 countries, captivating audiences with its high-stakes childhood games and gripping narrative. This widespread appeal created the perfect synergy for HiteJinro to elevate its brand to a global stage.

A Benchmark for Global Collaboration

The Chamisul Squid Game Edition exemplifies the power of blending local heritage with international pop culture. Beyond just a product launch, this collaboration highlighted the potential of cross-industry partnerships to create buzz, deliver unique experiences, and expand market reach.

With the release of Squid Game Season 2 on the horizon, fans and consumers alike can look forward to more innovative offerings from HiteJinro as it continues to strengthen Chamisul’s global presence.