The second season of Netflix's most popular series, "Squid Game," has led to a surge in overseas sales prices for related products. Notably, Korean traditional toys and various goods featured in the drama are being traded at high prices overseas.
Key Sales Trends:
Gonggi (Korean jacks) sets: Gonggi sets, which are sold for less than 5,000 won domestically, are being sold for an average of $13 (approximately 19,000 won) overseas, representing a price increase of up to four times.
Traditional folk game sets: Game sets that include five traditional folk games from "Squid Game," such as Gonggi, Ddakji (paper flipping), Biseokchigi (stone skipping), Paengi (spinning top), and Jegichagi (shuttlecock kicking), are being sold for an average of $220 (approximately 310,000 won). Products sold for 38,000 won at GS25 in Korea are being traded at approximately eight times the price overseas.
Dalgona (honeycomb candy): Dalgona, which is sold for 1,000 won on Korean streets, is being sold for an average of $11 (approximately 15,000 won) overseas, representing a price difference of more than 10 times.
Puma training sets: Puma training sets worn by "Squid Game" characters are being traded for an average of $394 (approximately 560,000 won), recording the highest sales among related collaboration products.
KAWS Young-hee figures: Young-hee character KAWS figures, which were created in collaboration with pop artist KAWS, are being sold at high prices exceeding $800 (approximately 1.15 million won).
Analysis of Popularity Factors:
Since the airing of "Squid Game" season 2, numerous videos of foreigners experiencing Gonggi have been uploaded on overseas social media with hashtags such as "Gonggi game" and "Gonggi challenge." This is believed to stimulate the purchasing desire of overseas fans who want to experience the games featured in the drama.
Consumers who seek experiences and fun connected to the content, such as the Puma training sets worn by the characters, are increasing.
There is high demand for collectible goods, such as the Young-hee character KAWS figures created in collaboration with pop artist KAWS.
Conclusion:
The popularity of "Squid Game" season 2 has not only promoted Korean traditional games and culture overseas but also led to a surge in overseas sales of related products. This is considered a good example of how the success of content can lead to the growth of related industries.
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