Knorr Teams Up with Netflix’s Squid Game S2 for K-Culture Campaign

Knorr, the popular ready-to-cook soup and ramen brand from Hindustan Unilever Limited (HUL), has partnered with Netflix’s record-breaking series Squid Game for a one-of-a-kind marketing campaign. The collaboration celebrates the return of Squid Game Season 2 on 26th December by offering an exclusive, limited-edition range of Korean ramen packs, designed to bring the thrill of the show straight to your kitchen.

The campaign, which encourages fans to “Dare-to-Slurp,” blends the excitement of the Korean series with the rich flavours of Knorr’s Korean ramen. With the Korean wave—Hallyu—rapidly influencing Indian culture, Knorr is seizing the opportunity to introduce a new culinary experience, inviting fans to embrace the art of slurping, a beloved tradition in Korea. In the TVC, a high-stakes slurping challenge is introduced, set within the Squid Game universe, where players must finish their ramen within a specific time or face elimination. The campaign features a cameo from the iconic red light-green light doll, Young-hee, to amp up the intensity.

Knorr’s new ramen range is available in three authentic flavours: Jjajangmyeon, Spicy Kimchi, and Gochujang Chicken. Each pack features a QR code that unlocks a “Dare-to-Slurp” game, offering participants the chance to win an all-expenses-paid trip to Seoul for a Squid Game fan event.

Priyanka Ganguly, Head of Foods and Food Services at Hindustan Unilever Ltd., shared, “Our collaboration with Squid Game reflects our commitment to authenticity and connecting with fans of Korean culture. We're thrilled to offer an unforgettable, bold experience by pairing Knorr’s ramen with the drama of the series.”

Poornima Sharma, Head of Marketing Partnerships at Netflix India, added, “This partnership takes the Squid Game experience beyond the screen, combining the series’ drama with Knorr’s authentic Korean ramen flavours. It’s about tasting, slurping, and immersing yourself in the Squid Game world from home.”

As part of the campaign, 45 content creators, including names like Orry, Uorfi, Falguni Pathak, and Yashraj Mukhate, are participating in the “Dare to Slurp” challenge, bringing unique takes on the experience. Underground rappers like Big Deal, Yungsta, Yoki, and Seige are also creating exclusive tracks for the campaign.

The campaign is being rolled out across various digital platforms, including YouTube, Instagram, and Facebook, ensuring fans can join in on the Squid Game excitement