Squid Game products are catching the eyes of consumers as the hit Netflix show takes off.
Chinese consumers are amongst those becoming infatuated with the show and costumes from the critically acclaimed programme are booming on ecommerce platforms.
Squid Game is Netflix’s Korean drama where people who are in financial debt stake their lives to win a huge sum of money by playing deadly childhood games.
It became the first Korean drama to top Netflix’s top 10 weekly most-watched TV show charts globally and reached No. 1 in 90 countries, including the United States and the United Kingdom, despite Netflix not heavily promoting the show in those countries.
Squid Game’s popularity has instead come from word of mouth.
Product pages on South Korean ecommerce site Coupang are being taken over by comments from customers asking if their orders can be delivered in time for Halloween.
Similar products are also being found on Alibaba’s Taobao, China’s biggest domestic shopping app, and on international wholesaler Alibaba.com.
One Chinese merchant managed to cash in on the success of the show early by selling more than 2,000 of the black masks, which characters wear in the show, in three days during the first week of the show’s debut.
So far, the store has made more than 300,000 yuan ($46,535) from the sale.
Squid Game is currently ranked the third-most popular film and television show on China’s largest movie and book review platform Douban, received a rating of 7.7 in the process.