Hold onto your soju glasses because… we’re back with another collaboration
Squid Game Season 2 was a global phenomenon, and JINRO (commonly known as Chamisul in Korea) was right at the heart of it. Our Squid Game Limited Edition collaboration married Korea’s No. 1 soju with the show’s iconic storytelling, turning bottles into collectibles and fans into superfans. The campaign sparked sellouts in Japan, Mexico, and Australia, and brought K-culture to life through immersive events and exclusive merch.Digitally, it gained significant traction with 100 million YouTube and Instagram Reels views.
For Squid Game Season 3, JINRO is expanding the game board, this time, on a global scale. Since its explosive debut, it has become the most-watched show in Netflix history, drawing viewers from every corner of the world into its darkly thrilling universe. From Halloween costumes to internet challenges and think pieces, Squid Game sparked a cultural movement that transcended languages, borders, and genres. And now, as the highly anticipated Season 3 premieres, excitement is once again at an all-time high.
As the cultural juggernaut Squid Game returns for its third season, JINRO steps back into the spotlight with a new Squid Game Limited Edition that’s bolder, more collectible, and more global than ever before. Just like the show, we’re not playing small. We’re bringing the game to more fans, more markets, and more shelves than ever.
This time, our Squid Game Limited Edition will launch in not one, not five, but 18 countries worldwide. These include South Korea, Japan, Australia, Hong Kong, Taiwan, Mongolia, Bahrain, Cambodia, Indonesia, Mexico, the United States, the Philippines, Malaysia, Thailand, Laos, the United Kingdom, and France.
Fans worldwide will get the chance to experience a piece of Squid Game, the JINRO-style. Whether you're new to soju or a longtime fan, this is the most expansive release we’ve ever done, and we’re not holding back.
To meet this global demand, we’re rolling out 138,000 cartons of the Squid Game Limited Edition. Each bottle is designed to be as visually iconic and collectible as the show itself, featuring characters and elements that fans will instantly recognize, and want to take home.
Here’s what to expect on this year’s exclusive bottles:
But this launch is about more than what’s on the bottle. Fans know that when JINRO enters the game, there’s always more in store, literally and figuratively.
Let’s rewind to one of the most viral hits from our last campaign: Young-hee’s “Red Light, Green Light” Game Machine. The toy that fans couldn’t stop spinning (and filming) became an instant fan-favorite. It was up for grabs during various consumer-participation events and ignited a social media storm, with fans posting skits, unboxings, and hilarious reenactments.
Well, it’s back.
This season’s Game Machine brings Young-hee’s Squid Game Season 3 outfit to life in toy form, offering fans a new collectible to obsess over. But that’s not the only character joining the fun this time around. What’s a limited-edition launch without fresh glassware? We’re releasing a new line of collector’s soju glasses designed specifically for this campaign. These aren’t your average glasses, they’re built for fans.
First, there’s the JINRO Green and Pink Toad designs, both sporting Squid Game-style uniforms. And for those who love a hidden detail, we’ve added a Sugar Honeycomb pattern at the bottom of each glass, a subtle but satisfying callback to one of the show’s most iconic challenges.
These glasses aren’t just for drinking, they’re for collecting, gifting, displaying, and posting. Because with JINRO, the fandom extends beyond the screen. JINRO is front and center, not just as a collaborative, but as a brand fans actively seek out and celebrate. As Korea’s No. 1 soju and the world’s largest spirit brand, we blend tradition, innovation, and play in every moment. This campaign proves it: Squid Game isn’t just a show, it’s a shared moment, and JINRO isn’t just soju, it’s part of the celebration.
To see what’s coming next, follow us on Instagram and YouTube. We’ll be posting all the highlights of JINRO x Squid Game Season 3 because the game must go on with JINRO. Let the games begin! And may the best fans collect them all.
The Real Game Begins! The rules are simple: Work hard. Drink JINRO, Survive.The Game Must Go On... with JINRO
