Squid Game became the number one show on Netflix within its first month of release. According to Vicki Newman, journalist and Lead Digital Director at Guinness World Records, from September 27 to October 3, 2021, the series logged an unprecedented 571.76 million viewing hours.
Now, with the highly anticipated release of Season 3, we’re once again entering that era—where fans talk about the show like it’s a sports game, avoid spoilers at all costs, and spend entire nights glued to their screens because our TikTok-conditioned brains simply can’t handle the cliffhangers.
But why are we so consumed by a show where people risk their lives and suffer unimaginable horrors just to pay off their debts?
The answer is deeper than just clever branding and big advertising budgets. Yes, Netflix backed the show. Yes, the visuals are striking, the soundtrack is catchy, and the narrative is on point. But what’s the main reason why we can’t stop watching? To figure that out, we need to start by looking into the mind of the writer and producer, Hwang Dong-hyuk.
When the Story Reflects the Viewer
Dong-hyuk wasn’t just writing a thriller. He was writing from experience. Back in 2008, while facing severe financial difficulties himself, he began writing Squid Game. The script was repeatedly rejected for being too violent and too dark for a mass audience.
Dong-hyuk kept going because this story wasn’t just an idea for entertainment. It was his life. That alone reveals a few key takeaways for creatives, business owners, and marketers alike.
- It Was Personal – Dong-hyuk wasn’t trying to sell a product. He was expressing what he was going through at the time.
- He Had Something to Say – Dong-hyuk wanted to challenge society. Squid Game isn’t about games. It’s about class, survival, power, and morality. It forces viewers to confront uncomfortable truths.
- He Knew People Would Relate – Every character in the show could be someone we know. A mother. A grandfather. A best friend. Ourselves.
So what does this mean for anyone trying to bring an idea into the world, whether it’s a TV show, a business, or a product? If it comes from personal experience, carries a clear message, and speaks to something people recognize in themselves, it’s almost impossible to ignore.
The Shadow and the Mirror
One of the most gripping parts of the show is how it makes you look inward without realizing it.
It exposes the darker side of human nature. The part that will cheat, betray, manipulate, or destroy just for the chance to come out on top. It speaks to that primal place where fear, desperation, and the instinct to survive live.
From an advertiser’s perspective, the most powerful kind of storytelling doesn’t just show people what they want, it reveals who they are. Even the parts they usually avoid.
Squid Game keeps viewers hooked because it reflects our own fears, ambitions, and moral dilemmas. Everyone wants the prize. The question is, what would you do to win?
The Marketable Psychology of Squid Game
If you look at Squid Game through the lens of Maslow’s Hierarchy of Needs, you’ll see it hits multiple layers:
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Safety Needs – Every player is motivated by the same fear of financial instability and lack of protection.
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Love & Belonging – Temporary alliances, friendships, and betrayals remind us how badly we need community.
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Esteem – Winning the game means more than money. It means recognition. Status. Self-worth.
When a story weaves all of these elements together, it takes hold of the viewer’s attention.
Final Thoughts
Squid Game is more than just a hit show. It's proof of what happens when a story reflects the pressure people actually face and the choices they have to make in life to survive.
So if you're working on a brand, writing something, or putting out an idea, ask yourself a few things.
- Is it personal?
- Does it actually say something meaningful?
- Can people see themselves in it?
If it hits those things, you're not just putting something out into the world. You're giving people something they can see themselves in, something that makes them want what you're selling. And when you're ready to get it in front of the right people, don't follow the rules of agencies that put you in debt and charge more than they should. Start advertising with us today.
Sources
Villafane, Camila. “50 Facts You Don’t Know About Netflix Hit Squid Game.” Obsev.
https://www.obsev.com/entertainment/50-facts-you-dont-know-about-netflix-hit-squid-game/2/
Newman, Vicki. “All the Records Squid Game Has Broken as Netflix Hit Returns for Third and Final Season.” Guinness World Records.
https://www.guinnessworldrecords.com/news/2025/6/all-the-records-squid-game-has-broken-as-netflix-hit-returns-for-third-and-final-season
