Can 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?
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‘Squid Game’ Season 3—How Food Tie-Ins Balance Darkness And Delight
Stephanie Gravalese
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I write about restaurants and food culture, from farm to fork
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Jan 15, 2025,02:18pm EST
Updated Jan 15, 2025, 05:42pm EST
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What happens when playful snacks meet deadly [+]games? Food tie-ins to Squid Game Season 3 bring surprising flavor to a show steeped in survival and societal critique.
INSTAGRAM/KFC ESPAÑA
Can 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
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KFC’s pink buns, Jack Links Sausage and Johnnie [+]Walker’s whisky blend playful branding with Squid Game’s dark themes—inviting fans to indulge in a softer side of the series.
JACK LINK'S
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
KFC-Squid-Game-Season-Two-Pink-Chicken-Sandwich-Spain-2.thumb.jpg.681ff8b5fb1468d08213002da70e5cb0
KFC’s pink buns and Johnnie Walker’s whisky blend [+]playful branding with Squid Game’s dark themes—inviting fans to indulge in a softer side of the series.
KFC
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.