How Squid Game Took Over the World

Did you catch Squid Game? Although I felt it was a bit overhyped, it was undeniably captivating. So much so that it swiftly climbed the ranks to become Netflix’s most-watched series ever, capturing the attention of viewers in 94 countries. In just its first four weeks, it attracted more than 142 million households and amassed an astonishing 1.65 billion hours of watch time. This remarkable feat not only bolsters Netflix’s portfolio but also begs the question: what exactly made it such a global phenomenon?

Was localisation of the programme a key factor? Let us examine this.

Episode one: Capturing the zeitgeist

With a plot considered by North Korea to be subversive, it rapidly gained critical acclaim around the world following the programme’s adoption by Netflix as part of its foreign programming drive.

Squid Game’s focus on the class inequalities that exist not only in South Korea, but globally, and the resulting compulsion by individuals to lift themselves out of debt - even when confronted by death, created immediate interest around the world. 

Squid Game creator Hwang Dong-Hyuk when asked if fans should be watching it dubbed or with subtitles, came out on the side of subtitles, considering them to be no barrier to audience acceptance. He was proven correct!

Episode Two: Dubbed for global success

Part of the reason Squid Game became so popular, so fast was that it was broadcast with subtitles and also dubbed in up to 16 languages. The use of dubbing allowed actors to emulate the nuanced performances originally delivered by the South Korean cast. This included capturing the emotional undertones, humour, and tone of voice inherent to the native language, thereby enhancing the show’s authenticity and impact. Unlike standard voice-over work, this attention to detail made the series more relatable for international audiences.

Episode three: Subtitles – the creators choice

I’m not sure about your viewing preferences, but I personally watched Squid Game in its original South Korean language with English subtitles.

If you are considering following Squid Game’s subtitling strategy, here are a few guidelines from Netflix:

Depending on the language you chose for the subtitles, you may have noticed varying text sizes. Netflix has specific guidelines governing this.

The platform sets contrasting character limits for subtitles based on the language in which you’re viewing the show. For instance, if you opted for English subtitles, you would see up to 42 characters per line. On the other hand, choosing Mandarin captions would limit you to just 13 characters per line.

Episode four: Conclusion

Ultimately, Squid Game did not just win the world over with its riveting plot—it spoke everyone’s language, literally.

So, why did Squid Game go viral, so fast? Its killer story was just the start. The strategy of making it accessible to a global audience right from the start was pure genius.