February 27, 2025
SEOUL – “Squid Game: The Experience,” the immersive attraction that plunges fans into the dystopian world of “Squid Game,” will open in Seoul’s Seongsu-dong on Friday.
Bringing the sensation to its homeland, this iteration of the megahit series will introduce never-before-seen challenges exclusive to the Seoul edition, Netflix said.
Taking place in S Factory, “Squid Game: The Experience” offers a 90-minute adventure where players can participate in games inspired by the series as well as a “Squid Game” themed merchandise shop.
The space mirrors the eerie, high-tension atmosphere of the show, from the hallways echoing with the show’s chilling score to life-sized, pink guard figures ominously stationed along the corridors to surveil participants.
Thankfully, the gameplay itself takes a departure from the series’ brutal do-or-die nature.
Instead of elimination, players wear wristbands that track their scores across reimagined versions of the challenges. The lineup includes marbles; a treasure hunt; memory steps; red light, green light; tug-of-war and round and round.
Participants attempt the memory steps stage at the Seoul edition of “Squid Game: The Experience.” PHOTO: NETFLIX/THE KOREA HERALD
The games’ developers have introduced new twists: In red light, green light, participants must navigate randomly placed obstacles rather than simply sprinting across an open field. Round and round now requires players to claim a designated spot after the music stops instead of entering separate rooms. Even tug-of-war has been modified to ensure fairness, with players pulling ropes from a machine to determine who extracts the most within a set time limit.
At the end of the six games, there is an exclusive, top-secret final game available only in Seoul. The six highest-scoring players earn the right to compete for a grand prize, and the Frontman will hand out the final prize.
The aim of “Squid Game: The Experience” is to bring the show to life in a way that allows fans to fully immerse themselves in its universe, according to Netflix.
“Now at our core, Netflix is about storytelling. We’ve built our identity by sharing compelling TV shows and films that capture imaginations,” Greg Lombardo, Netflix’s head of live experiences, said at a press conference that took place in S Factory on Wednesday.
“Over time, we’ve discovered that the magic of these stories isn’t confined to the screen. When you fall in love with a show or a movie, you don’t want to just watch it, you want to live it, and, especially when it’s (‘Squid Game’).”
Participants play Round and Round at the Seoul edition of “Squid Game: The Experience.” PHOTO: NETFLIX/THE KOREA HERALD
Lombardo also emphasized the deeper cultural impact of “Squid Game: The Experience,” highlighting how the event serves as a bridge between Korean culture and global audiences.
“(‘Squid Game’) has not only captivated audiences worldwide, but it’s also shined a spotlight on Korean food, Korean lifestyle and Korean culture,” he said.
Bringing the experience to Seoul, however, came with added pressure.
“A couple of things were top of mind for us when we decided to bring this experience to Seoul, knowing that this title originated in Seoul, and knowing that these games are so deeply personal and resonate with so many people who grew up in Korea,” he said.
“We wanted to make sure that this experience is bigger than any experience we have done in the past, and we also wanted to make sure this experience included some new games,” said Lombardo.
“So we’ve really set our sights on recreating not only the games that you will recognize from the series but also (new games),” he added.
“Squid Game: The Experience” is open 10 a.m. to 10 p.m., Monday through Thursday and Sundays, and from 10 a.m. to midnight on Fridays, Saturdays and holidays. Tickets are priced at 55,000 won ($38) per person for ages seven and above and are available via Ticketlink. The event will continue through June 25.
Greg Lombardo, Netflix’s head of live experiences, speaks during a press conference held in Seongsu-dong, Seoul, Wednesday. PHOTO: NETFLIX/THE KOREA HERALD