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Two Korean powerhouses – bibigo™ and Squid Game™ – are teaming up to challenge fans of the hit global phenomenon to find the missing digits from a mysterious phone number, which can be spotted nationwide on unbranded billboards and cards. The incomplete phone number mimics the recruitment card featured throughout the series, a reference only true Squid Game fans can decode. bibigo invites fans to scour Season 1 for clues, find the missing digits and call for a chance to get free bibigo products, creating the ultimate viewing experience for the premiere.

Squid Game is Netflix’s most popular title ever, with 330M+ views to date. The series took off in Korea, then Latin America, before spreading worldwide, increasing the interest for K-Content dramatically following its launch. Now, three years after the first season of Squid Game, bibigo is creating the ultimate pre-season interactive experience to entice fans to solve the puzzle, prepare for Season 2 and earn a chance to win rewards.

“There’s no better way for fans to get ready for another exciting season of Squid Game than by taking part in a challenge that brings the show to real life,” said Federico Arreola Carrazco, vice president, marketing for bibigo. “ bibigo dumplings are the ultimate Squid Game snack – and we want to get them into the hands of fans just in time for the start of the new season. We’re excited to add Korea’s #1 food brand bibigo to the mix.” 

The Squid Game invitation card from Season 1 has become a recognizable image in pop culture. The iconic Squid Game symbols on one side and phone number on the back have inspired countless recreations, from party invitations, to immersive experiences.

Now, bibigo is tapping into this cultural phenomenon by reviving the invitation card with a twist: offering fans a chance to call a special number and feel like they are part of the game, while having the chance to win the best-tasting Korean food by bibigo. Billboards and cards featuring the incomplete phone number to decipher are now in different cities in the United States to pique fans’ curiosity and encourage them to participate. Fans are now invited to visit bibigo’s social pages (TikTok, Instagram and X) to put their love for the show to the test. Special limited-edition Squid Game X bibigo product packaging will also be available to celebrate the new season.

“We know how Squid Game fans are hungry for all the ways they can be more immersed in the Squid Game universe,” said Xavier Blais, executive creative director at Rethink. “In the show, the recruitment card is the catalyst for the main character to enter the Game. We wanted to follow the same structure for fans by creating a challenge that starts with the card, a symbol that Squid Game superfans automatically recognize, but also giving them a challenge and a reward: Crack the code, call the number, win bibigo products. Having America’s favorite Korean snacks to enjoy while watching season 2 of this iconic Korean show– it’s kind of like chicken wings and nachos for watching the Super Bowl– it could not have been a better fit!”