Jinro, the soju brand by HiteJinro, has collaborated with ‘Squid Game’ Season 3 – the highly anticipated season of Netflix’s globally acclaimed series. Building on the success of its Season 2 partnership, Jinro is launching a limited-edition Chamisul soju set inspired by the ‘Squid Game’ Season 3 universe and its new characters.
The collection showcases key figures such as the iconic Pink Guards, the Young-hee doll now appearing in a new outfit distinct from Seasons 1 and 2, and the newly introduced Chul-su doll from Season 3. Also featured is the beloved JINRO toad, now dressed in a ‘Squid Game’ contestant uniform.
The limited-edition set also includes the Young-hee game machine, which went viral during the Season 2 campaign, sparking memes and online challenges worldwide. Rounding out the experience is a set of collectibles, soju glasses, each concealing dalgona patterns at the bottom, offering fans an interactive nod to the series’ infamous game.
This expanded collaboration follows the major success of the Season 2 launch in late 2024 across Korea, Japan, Australia, and Mexico. That release saw all products sold out within a month while related content featuring the Young-hee game machine amassed over 100 million views across social media platforms like YouTube and Instagram. Due to strong demand from additional markets, the Season 3 edition will be released across 18 countries: Korea, the United States, Japan, the Philippines, Malaysia, Indonesia, Thailand, Cambodia, Hong Kong, the United Kingdom, Mexico, Australia, Taiwan, Mongolia, France, Bahrain, the United Arab Emirates, and Laos.
To celebrate the launch, Jinro was invited by Netflix as an exclusive brand partner to host a booth at the ‘Squid Game’ Season 3 global fan event on June 20 at Domino Park in New York City, USA. The JINRO booth featured Jinro product tastings and giveaways, including a special limited-edition JINRO ‘Squid Game’ gift kit.
“We are delighted to connect with global consumers through partnerships with internationally renowned pop culture content. Jinro will continue to lead in brand outreach through friendly yet innovative marketing efforts,” said Hwang Jung-Ho, head of HiteJinro’s Overseas Business Division.