KUALA LUMPUR – Netflix’s global phenomenon Squid Game is set to conclude its story with the highly anticipated third and final season premiering this Friday, June 27.
The final chapter of the South Korean survival thriller will consist of six episodes — a shorter format compared to the nine in Season 1 and seven in Season 2.
Picking up directly from the intense cliffhanger of the previous season, the story promises to unravel the remaining mysteries surrounding the enigmatic organisers of the deadly games while spotlighting the journey of returning protagonist Gi Hun, played by Lee Jung-jae.
His confrontation with the equally complex Front Man (Lee Byung-hun) forms the emotional and ideological centre of the show’s conclusion.
Series creator and executive producer Hwang Dong-hyuk said this season would probe deeper into philosophical and moral dilemmas, particularly the tension between hope and despair within a capitalist framework.
“The story aims to take viewers to the very end of despair, where the faintest glimmers of hope are shattered,” said Hwang.
“When all hope is extinguished and only despair remains, what lies beyond that?”
In addition to Gi Hun’s struggle, the new episodes will explore the lives of several new and returning characters, including a mother and son, a pregnant woman and her estranged ex, and a defiant North Korean guard — each tied to the larger moral fabric of the narrative.
The cultural reach of Squid Game remains unmatched. According to Netflix data shared with Variety, the series has garnered close to 600 million views globally, calculated based on total hours watched divided by runtime.
The first season still holds the record as the most-watched show in Netflix history with 265.2 million views, while Season 2 has notched 192.6 million to date — setting a record for the biggest premiere week for any Netflix series.
The second season also made history by climbing into the streamer’s Top 10 Non-English Language TV list within just three days and currently ranks as the third most successful season of any Netflix series.
On social media, Squid Game has amassed staggering figures. Its campaign for Season 2 generated 19.5 billion global social impressions.
A clip of the infamous “Red Light, Green Light” game is now Netflix’s most-watched video on TikTok, with 128.6 million organic views.
The series has also been a major player during awards season. Season 1 earned six Emmy Awards out of 14 nominations — including historic wins for a non-English language series — along with a Golden Globe win and multiple SAG Awards, notably for lead actors Lee Jung-jae and Hoyeon Jung.
Season 2 is already in contention for next month’s Emmy nominations and recently received a Golden Globe nod for Best Drama Series.
The spin-off reality competition, Squid Game: The Challenge, added three Emmy nominations and a BAFTA TV Award to the franchise’s growing accolades.
The show’s success has transcended the screen. Its official mobile game, Squid Game: Unleashed, became the top free action game in 107 countries.
Fan events and immersive experiences have drawn tens of thousands globally, including in-person activations across 25 countries and six continents. Over 66,000 fans have attended physical events, with more than 47,000 participating in games inspired by the series.
Netflix has launched Squid Game: The Experience in five major cities — New York, London, Madrid, Sydney and Seoul — all of which reported sold-out openings. By the end of this summer, over half a million visitors are expected to have attended.
In addition to the ongoing fan events in Brooklyn and Seoul, pop-up experiences are being rolled out in Mexico, Malaysia, Germany, Thailand, Taiwan and Australia.
The campaign will culminate in Seoul with a fan parade and final game reenactment featuring influencers and fans.
Capitalising on the franchise’s global appeal, Netflix collaborated with over 100 brands for Season 2 merchandise, including Crocs, Puma, Domino’s, and Johnnie Walker.
Following the surge in sales of Vans slip-ons during Season 1 — which skyrocketed by nearly 8000% — the merchandising strategy has further cemented Squid Game as a global cultural force.
Even language learning saw an unexpected boost, with Duolingo reporting a 40% increase in Korean learners after Season 1 — prompting a collaboration with Netflix for Season 2’s campaign.
Squid Game Season 3 will premiere at 4pm (local time) on Netflix. – June 27, 2025