Netflix has brought its hit series “Squid Game” to life with an immersive theme park in Manhattan. The attraction, titled “Squid Game: The Experience,” opened at the Manhattan Mall on October 11, 2024, and has already generated significant excitement.
The first floor of the mall has been transformed into a vibrant setting inspired by the global sensation. Visitors from around the world were greeted by a towering 2-meter-tall figure of Young-hee at the entrance.
Many excitedly exclaimed, “It’s Young-hee!” while others approached the suit-clad “Salesman” to engage in game challenges. Inside, K-pop hits from groups like BTS, Blackpink, and TWICE played continuously, and a snack shop offered popular Korean treats such as squid jjampong, choco pies, and Milkis.
“Squid Game: The Experience” is open for a limited time leading up to the release of Season 2 on December 26. The attraction allows visitors to participate in various games from the show. Tickets are priced between $29 and $59, with a daily cap of 1,500 participants. This week’s tickets have already sold out. An industry insider noted, “Korean content is no longer just a fleeting trend; it’s evolving into experiences like game challenges.”
Inspired by Walt Disney’s success in creating dedicated fanbases through theme parks and merchandise, the content sector is working to build similar immersive experiences.
Korean content like “Squid Game” is at the forefront of these efforts. Josh Simon, Netflix’s VP of Consumer Products, announced that the streaming service will open its first two Netflix Houses in Philadelphia and Dallas next year. These locations will feature various immersive retail experiences centered around Korean content.
Visitors at “Squid Game: The Experience” spend about an hour participating in five games inspired by the show. Eleven-year-old Linus Bolten shared his experience after being eliminated in the ‘Memory Steps’ game: “I came here with my parents on a trip to New York from Germany, and I asked them to get tickets to this place.”
Mike Christie, a fan who visited with friends, said playing ‘Red Light, Green Light’ was more challenging than it appeared. “Staying still isn’t as easy as it looks,” he admitted.
Simon revealed that similar experience centers will open in Madrid this October, Sydney in December, and Seoul early next year. He stated, “We’re working with Squid Game director Hwang Dong-hyuk to incorporate more ‘Korean’ elements into the experience.” Netflix is also discussing collaborations with local companies like Shinsegae and CJ CheilJedang (Bibigo) to enhance the offerings.
In June, Netflix announced that 33 collaborative products with GS25, a South Korean convenience store chain, generated over $35 billion ($26 million) in sales over the past year. Additionally, Netflix partnered with Everland from September to November to create a horror-themed zone based on another popular K-drama, “All of Us Are Dead.” Simon emphasized that with K-content’s ongoing success, Netflix plans to increase its investment in immersive experiences featuring Korean themes.
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