A 25-foot laser-eyed doll, 450 performers, and 38,000 fans: Netflix marks the end of Squid Game with an unprecedented global celebration in Seoul, spotlighting its cultural dominance and emotional legacy.
Could all of this really be for one TV show? On a humid night in Seoul, Netflix staged its most extravagant event to date to celebrate the final season of Squid Game, the global phenomenon that remains its most-watched title ever. From a 25-foot Young-hee doll firing lasers to over 450 performers and a crowd of 38,000 fans, the “victory parade” was not just a tribute to the Emmy-winning show but also a bold assertion of Netflix’s entertainment empire — especially in South Korea, where Squid Game was born. With creator Hwang Dong-hyuk and 25 cast members in attendance, the celebration doubled as a curtain call and a cultural statement.
In a jaw-dropping display of fandom and corporate celebration, Netflix threw what may be the biggest event ever dedicated to a single television series — and it was all for Squid Game. On Saturday night in Seoul, the streaming giant transformed the historic streets of the city into a neon-lit tribute for the show’s final season. Marching from Gwanghwamun Gate to Seoul Plaza, the event featured more than 450 performers, a full brass band, a phalanx of pink-clad guards, and a towering 25-foot Young-hee doll, complete with laser-shooting eyes. The immersive spectacle culminated in a star-studded rally with the show’s creator Hwang Dong-hyuk and beloved cast members from all three seasons.
According to Netflix, the fan celebration — dubbed its “largest ever” — took nearly a year to coordinate in collaboration with the Seoul Metropolitan Government. An estimated 38,000 fans gathered to watch the parade, which felt less like a promotional event and more like a coronation — for both Squid Game and the streaming platform that launched it to global fame.
“This has been a five- or six-year journey for me, and I have so many fond memories,” lead actor Lee Jung-jae (Player 456) told the roaring crowd. “Watching the parade just now, it finally started sinking in that this is the finale and it’s all over. I’m very grateful.”
Lee Byung-hun, who plays the ominous Front Man, recalled how he initially thought he was signing on for a short cameo in Season 1. “But when seasons two and three were greenlit, I realized I had to dig deep and understand the role — and that’s when I fell in love with this character,” he said, calling the experience a career highlight despite his decades-long fame.
The fanfare wasn’t just limited to Korean audiences. Influencer Brian Skabeche flew in from Mexico, joining 100 content creators in a series of Squid Game-themed challenges. After winning, he was selected to march in the parade. “Some people are here because they love the anti-capitalist message of Squid Game, others are just superfans,” he said. “It’s a global connection.”
Skabeche’s personal connection to the show was deeply emotional — bonding over Squid Game with his sister during her recovery from an accident. He later created viral content inspired by the series, further integrating himself into the growing international community of K-content fans. “It changed everything for me,” he said.
Since its debut in September 2021, Squid Game has redefined what’s possible for non-English content in the global streaming era. The series took the world by storm with its brutal, satirical takedown of late-stage capitalism, winning Emmys and cementing itself as Netflix’s most-watched show ever — a title it still holds. Its unprecedented success turbocharged Netflix’s Korean strategy, leading to a $2.5 billion investment pledge in K-content over four years.
Hwang Dong-hyuk, who wrote and directed every episode himself, reflected on the emotional weight of concluding the saga. “It was a really long journey, and I put my heart and soul into this work,” he told the audience. “Now that it’s all over, I have a bittersweet feeling — but I also feel a lot of relief.”
The finale of Season 3 premiered globally last Friday, setting new records for premiere week viewership and elevating Squid Game to Netflix’s third most-watched show of all time. As the cast exited and giant screens above the crowd flashed “Game Over,” it seemed like a definitive end.
But is it?
A mysterious cameo by Cate Blanchett in the final moments and industry whispers of a Squid Game spinoff helmed by Fight Club director David Fincher hint that the franchise may not be over after all. Netflix, for now, is keeping quiet — basking in the pink spotlight of its biggest cultural juggernaut yet.
From the streets of Seoul to screens across the globe, Squid Game has carved a permanent place in pop culture history. As Netflix marks the finale with an event worthy of a global sports championship, the legacy of this Korean thriller stands tall — not just as a streaming triumph, but as a storytelling revolution. And while the show may have declared “Game Over,” fans worldwide are already hoping for the next round.