Netflix Squid Game 2

The Challenge

To amplify the much-anticipated release of Squid Game Season 2 in Malaysia, the goal was to go beyond a typical promo drop. We wanted to spark genuine online buzz while making the global hit feel local and unmistakably Malaysian.

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Our Approach
Amplifying Cultural Relevance Through Local Stories

REISE partnered with 19 TikTok and Instagram creators for a two-phase rollout: a high-impact pre-launch activation, followed by a creator-led post-launch content wave. Our strategy combined on-ground hype with online storytelling, all underpinned by three content pillars:

Informative: Drawing cultural parallels like Korean vs Malaysian games, creators sparked educational yet entertaining comparisons.

Relatable: POV-style content imagined “What if Squid Game happened in Malaysia?”, tapping into everyday local humour.

Identifiable: Classic games like batu seremban, Malaysia’s version of the Korean game gonggi, became creative metaphors for the series’ themes and tapped into both cultural parallels and shared nostalgia.

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Pre-Launch Highlight

We helped build awareness for the Squid Game 2 MRT takeover at Ampang Park, where a large Young‑Hee doll, similar to the one from the show, stood as the main attraction. Visitors could even play a round of Red Light, Green Light with her. The Ddakji Challenge gave people a chance to try one of the show’s games for themselves, making the space fun, interactive and hard to miss.

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Post-Launch Execution

Once the season aired, creators were given the green light to post their content. This allowed them to reference real moments from the show, embedding them into Malaysian cultural contexts and personal experiences.

One standout? Andrea Glorie’s nostalgic take on Squid Game x local childhood games hit 1 million organic views in just 4 days, and was even reposted by TV Sabah Official, proof that cultural relevance drives results.

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🏆 Gold-Winning Campaign

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This campaign took home GOLD at MARKETING-INTERACTIVE’s MARKies Awards 2025 for Most Creative Use of Influencers/KOLs, recognising the power of local storytelling and cultural connection done right.

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