#South Korea #Seoul #Squid Game #JINRO #soju

JINRO Unleashes New Collaboration with Netflix's Squid Game Season 3

JINRO, recognized as the leading soju brand globally by HiteJinro, has announced its electrifying collaboration with Netflix for the much-anticipated third season of the hit series, Squid Game. On June 10, 2025, they revealed a special set of limited-edition Chamisul soju, meticulously designed to reflect the captivating world and new characters introduced in this latest installment.

The collaboration builds on the overwhelming success of the prior partnership surrounding Squid Game Season 2. This new offering features iconic elements including the recognizable Pink Guards, the beloved Young-hee doll—now sporting an updated look—and the newly introduced Chul-su doll from the upcoming season. Not stopping there, the famous JINRO toad character will also appear in a Squid Game contestant uniform, enhancing the creativity and visual storytelling behind the set.

In an effort to echo the viral popularity of the Young-hee game machine from the previous season, this limited-edition collection will include it, alongside a unique set of collectible soju glasses. Each glass conceals dalgona patterns at the bottom, providing an interactive element reminiscent of the show’s famous games which have inspired countless memes and global online challenges.

After the smashing success of the Squid Game Season 2 collaboration, where all products sold out within a month in key markets including Korea, Japan, Australia, and Mexico, JINRO anticipates an even broader reach this season. The third season's release will be launched in 18 countries, including the United States, the Philippines, Malaysia, and beyond, sacrificing no detail in ensuring fans everywhere can enjoy the experience.

To celebrate this collaboration, JINRO has been invited by Netflix to serve as an exclusive brand partner at the global fan event for Squid Game Season 3. Scheduled for June 20 at Domino Park in New York City, the JINRO booth will offer product tastings and exclusive giveaways, including a special limited-edition JINRO x Squid Game gift kit.

JINRO's head of Overseas Business, Hwang Jung-Ho, expressed enthusiasm about connecting with audiences worldwide through exciting collaborative opportunities. He stated, “We are delighted to connect with global consumers through partnerships with internationally renowned pop culture content. JINRO will continue to lead in brand outreach through friendly yet innovative marketing efforts.”

Since its foundation in 1924, JINRO has grown to be more than just Korea's leading soju brand; it has become the world's top distilled spirit. Far surpassing its role as merely a drink, JINRO serves as a cultural bridge, promoting connections among friends, communities, and across borders.

For those who cannot wait to experience the new collaboration, stay tuned to JINRO's social media channels for updates, product launches, and special events. To join the conversation and share your enthusiasm, you can find JINRO on YouTube, Instagram, and Facebook. Don’t miss your chance to be part of this thrilling season of Squid Game and the unique delights that JINRO has to offer.