'Squid Game' and Anime Show Strength of Asia Strategy: Netflix VP

'Squid Game' and anime show strength of Asia strategy: Netflix VP

LOS ANGELES -- U.S. streaming giant Netflix is doubling down on anime, for which viewership has tripled since 2021, Minyoung Kim, vice president of co

Netflix brings Squid Game to life across Asia

Netflix is betting big on experiential marketing—and this time, it's doing it in full dystopian style. To promote the first three seasons of its global hit Squid Game, the streamer rolled out immersive fan events across key Asian cities, transforming local landmarks into real-life game arenas.From parades in Seoul and AR jump rope in Manila, to influencer-fueled stunts in India, this continent-spanning activation wasn’t just about nostalgia or f…