Squid Game’s second season is the latest instalment of Korean culture’s economic success story – so what’s the secret?

By Sameer Hosany, Professor of Marketing, Royal Holloway University of London

The first season of Squid Game, the Netflix dystopian drama about the perils of capitalism and extreme wealth disparity in South Korea, was a huge hit. And now, the much-anticipated second series does not appear to have disappointed either.

With 68 million views in its first week, it jumped to the top of the streamer’s global top ten, ranking as its number one show in 92 countries. The series received a Golden Globe nomination even before it was released…

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