Seen from Seoul
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For several years, the platform, which is broadcasting new episodes of its biggest hit from this Thursday, December 26, has been investing massively in the country, a showcase for its strategy of producing locally to reach a global audience. A fruitful relationship which is not without side effects on the cultural ecosystem.
For several days, passers-by have been taking selfies in front of the giant doll of Squid Game which stands on Gwanghwamun Square, in the heart of Seoul. A striking symbol of the most watched series in Netflix history, where hundreds of participants compete in childish games with fatal outcomes, it is part of the vast marketing operation deployed by the streaming platform to make the promotion of season 2, available from this Thursday, December 26. In the South Korean capital, giant screens have been broadcasting images from the series and branded products for several weeks. Squid Game have appeared in grocery stores.
“Viewers of Season 2 will be able to find scenes that will remind them of the absurd conflicts, divisions and upheavals happening not only in our country, but also around the world,” promised the director of the series, Hwang Dong-hyeok, in early December, referring to the p
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