Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
Can ‘Squid Game’ Season 3 recapture global hype amid viewer fatigue?
Actor Lee Jung-jae returns as Seong Gi-hun for Season 3 of the Netflix series "Squid Game." Courtesy of Netflix
By Baek Byung-yeul
Globally successful Netflix series to unveil final installment Friday
Netflix's "Squid Game" is set to unveil its highly anticipated final chapter Friday, promising to conclude the brutal contest for 45.6 billion won ($33.6 million) that has captivated global audiences. As the series that redefined the international standing of Korean dramas prepares to air its last episodes, industry insiders and viewers alike are questioning whether "Squid Game" Season 3 can match, or even surpass, the record-breaking legacy of its debut.
While anticipation for the final season remains formidable, it has softened compared to previous seasons, according to a Consumer Insight survey.
The local survey institution said its poll of 500 Korean streaming platform users aged 20-59 revealed that the intent-to-watch rate for Season 3 stands at 55 percent on the eve of its release. This is noticeably lower than the 60 percent range recorded for Season 2. Awareness rates have also dipped slightly, with Season 3 holding steady in the 80 to 85 percent range, compared to 88 to 91 percent for Season 2.
The survey company attributes this shift to several factors, such as the natural fatigue that can accompany a long-running series, disappointment with the second season's storytelling and a perceived decline in the show’s originality. Nevertheless, the "Squid Game" franchise continues to garner attention far beyond the average for other Korean content.
People stand in front of 12-meter-tall statues of Young-hee, left, and the newly revealed Chul-su, the iconic robot doll characters from the popular Netflix series "Squid Game," during a promotional event in Bangkok, Wednesday. AFP-Yonhap
Season 3 promises darkness, invention: director
Director Hwang Dong-hyuk teased the final season as "darker and more brutal than Season 2, but at the same time quite inventive and humorous."
"I wanted to ask a fundamental question — do we possess humanity, and does that humanity have the power to make the world a better place?"
This philosophical thread is expected to reach its climax as the story concludes.
As in previous seasons, much of the excitement centers on which traditional Korean games will be reimagined for the deadly contests in the show. The trailer released by Netflix already gave fans plenty to speculate about.
The return of the iconic robot doll Young-hee, this time accompanied by her boyfriend Chul-su, drew particular attention. One of the most striking scenes in the trailer showed Young-hee and Chul-su each holding one end of a massive rope, which suggests a deadly twist on the childhood game of jump rope.
Actor Jo Yu-ri plays Kim Jun-hee in the Netflix series “Squid Game” Season 3. Courtesy of Netflix
Another memorable moment from the trailer shows contestants drawing red and blue balls from a capsule vending machine, reminiscent of those found in arcades or supermarkets. The colors are expected to serve a purpose beyond simple team selection, potentially playing a crucial role in the game’s mechanics.
Protagonist Seong Gi-hun (Lee Jung-jae), who reentered the game to stop it, is once again drawn into a series of challenges. As viewers speculate about the new games and their deadly twists, the series will continue to tap into both nostalgia and suspense.
Robot doll Young-hee holds one end of a rope in a scene from the Netflix series “Squid Game” Season 3. Courtesy of Netflix
Can it surpass its own legend?
The question now is whether “Squid Game” Season 3 can deliver a finale that not only lives up to its own legend, but also reaffirms the enduring appeal of Korean storytelling.
Despite some waning excitement, the survey revealed that four out of five viewers expect Season 3 to be at least as good as Season 2. Many cite curiosity about the series’ ultimate ending and the promise of new games. Notably, 86 percent of those who watched Season 2 answered they intend to watch the final season and nearly half plan to do so within the first week of release.
However, the show faces the challenge of overcoming the mixed reactions to Season 2, which scored just 61 out of 100 in satisfaction as respondents complained the second season had a less compelling story compared to the groundbreaking first season.
Culture critic Kim Kyo-seok emphasized the franchise’s enduring global appeal.
"The symbolic power of ‘Squid Game,’ which had attracted a massive international fan base, will remain intact in Season 3," Kim said.
"Season 2 served as a stepping stone for Season 3, but I doubt it can be as sensational as Season 1. Netflix originals often follow the success patterns of previous seasons, so it remains to be seen whether Season 3 can recapture the glory of the first."
Kim also pointed out that the initial global success stemmed from the show’s unique blend of Korean cultural elements and modern social metaphors, but this approach is now too familiar to audiences worldwide.
"Korean cultural codes in this series now are well known, so I don’t think this alone will appeal to viewers again. Ultimately, the narrative must stand out, and a twist in the story is essential," the critic said.