‘Squid Game’ Season 3—How Food Tie-Ins Balance Darkness And Delight
by Stephanie Gravalese · ForbesCan a crispy chicken sandwich or a whisky cocktail soften the blow of existential despair? With Squid Game Season 3 on the horizon, food and drink tie-ins like KFC's pink sesame bun meal and Johnnie Walker's limited-edition whisky are sparking a surprising cultural conversation. How do these playful, consumer-friendly offerings square with a show steeped in death, class struggle, and survival?
The Delicious Darkness of Squid Game Food Tie-Ins
Fast food, jerky, and whisky may seem worlds apart from the deadly stakes of Squid Game, but these tie-ins have tapped into the show's global resonance. KFC Spain's Squid Game Meal features a pink sesame bun—a nod to the eerie Pink Soldiers who enforce the rules of the games. Jack Link's jerky brings the tension of "Red Light, Green Light" to life with spicy Korean BBQ flavors and collectible packaging. Even Johnnie Walker's "The 456" cocktail incorporates traditional Korean ingredients like barley tea syrup, blending cultural roots with sophistication.
These products don't just reference the series; they allow fans to interact with its darker themes in a lighter way. Food serves as a comforting entry point, inviting fans into Squid Game's world without its full intensity.
The Cultural Paradox: Dark Stories, Playful Snacks
Why do brands pair consumer-friendly products with grim narratives? The answer lies in our appetite for complexity. Dark shows like Squid Game explore big existential questions, but food tie-ins create a way to engage that feels safe and accessible. By turning sobering themes into something tangible—like sweet-and-spicy jerky or a playful pink bun—brands tap into the tension between indulgence and introspection.
This idea isn't new. Consider Stranger Things ice cream shops or The Hunger Games Capitol pop-ups. These collaborations let consumers play with dystopia rather than fear it, offering a bite-sized way to process heavy stories.
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Food as a Bridge Between Story and Audience
Food tie-ins like "The 456" cocktail or Jack Link's jerky are more than marketing gimmicks—they're extensions of Squid Game's narrative. Traditional Korean ingredients like bori-cha (barley tea) ground the story in its cultural roots, while the jerky's bold, unpredictable flavors mirror the high stakes of the games themselves.
It's a delicate balance. The flavors and packaging capture the essence of the show while making it approachable and easy to enjoy.
The Limits of Capitalism and Content
Does a pink sesame bun trivialize a story about systemic inequality? Can a cocktail inspired by life-or-death games be anything but ironic? The ethical tension is real. Brands walk a fine line, leveraging Squid Game's cultural cachet while risking the dilution of its message.
But consumers play a role here, too. These tie-ins sell because they let us engage with heavy themes in a playful, manageable way. They blur the line between satire and celebration, forcing us to confront our own role in turning stories about suffering into something we consume.
The research underscores the power of tie-ins to shape perception. A 2017 study in Appetite found that "movie tie-in premiums accompanying meals influenced children's meal preferences and their perceptions of these meals," making branded items appear tastier and more appealing. While the study focuses on children, the same principles hold true for adults whose purchasing choices are shaped by emotional connections to a story.
"Capital is not a thing, but rather a process that exists only in motion," says David Harvey, a prominent Marxist scholar."When circulation stops, value disappears and the whole system comes tumbling down." Harvey's insight highlights capitalism's ability to absorb even its harshest critiques, turning anti-capitalist narratives like Squid Game into products that fuel the very systems they critique.
Products like the Squid Game-inspired Johnnie Walker Black Label Whisky capture this dynamic perfectly. Each bottle features a randomized number between 001 and 456, a nod to the series' grim lottery of survival. The Striding Man logo dons a green player tracksuit, blending exclusivity with narrative immersion. It's a collectible designed for fans, but it also turns the show's critique of exploitation into a high-end commodity.
When Brands Miss the Mark
Not every branding tie-in strikes the right tone. The ill-fated social campaign for It Ends With Us, a story about domestic abuse, featured actress Blake Lively posing with whimsical floral imagery. The mismatch between the campaign's light aesthetic and the book's heavy themes sparked criticism, with audiences accusing it of trivializing the subject matter.
These missteps highlight the importance of aligning tone, theme, and execution. With Squid Game, the stakes are just as high. Tie-ins like Johnnie Walker's whisky or Jack Link's jerky must balance the show's dark critique of exploitation with authenticity. A sleek whisky bottle or a playful pink bun risks turning Squid Game's message into a novelty rather than a meaningful statement.
Brands need to ask: does this campaign support the story, or does it miss the mark? The backlash to It Ends With Us is a reminder of what happens when marketing prioritizes style over substance.
Where Do We Draw The Line?
These collaborations aren't new—food has long been used as a bridge between content and commerce. But they still prompt a deeper reflection: are we celebrating the show's critique or simply indulging in it? Do these tie-ins deepen our connection to the story—or reduce its critique of systemic inequality to a snackable distraction?
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