Kia launches The New Sportage x Squid Game: Season 2 collaboration campaign

• Brand film series introduces ‘The New Sportage’ into the world of hit Netflix Series ‘Squid Game’ with striking visuals
• Collaborative campaign highlights unique values of The New Sportage as an ‘Open Road SUV’
• Pop-up events engage visitors with thrilling games inspired by Squid Game series

Kia Corporation (Kia) is collaborating with the global hit Netflix series ‘Squid Game: Season 2’ to promote the global launch of ‘The New Sportage’.

Following the teaser video released on November 7, Kia showcased the first episode of the collaboration film series that introduces The New Sportage into the world of Squid Game. The next episode will be unveiled later in early December.

The film series reinterprets The New Sportage’s ‘Open Road SUV’ concept in the context of ‘Squid Game: Season 2.’ As the story develops, each episode illustrates unique features of The New Sportage, such as the Star Map signature lighting, the Connected Car Navigation Cockpit (ccNC) infotainment system, and the Head-Up Display (HUD).

The film begins with the meeting of ‘Pink Guard,’ an iconic character from the smash hit series, and The New Sportage. A thrilling adventure unfolds as the Pink Guard, who is living a regimented life within a strict system, embarks on a journey with The New Sportage, breaking the restrictions and venturing into a new world.

Kia also held ‘The New Sportage x Squid Game: Season 2’ collaboration pop-up showroom at the Kia Unplugged Ground in Seongsu-dong, Seoul. Visitors can participate in exciting games inspired by the Squid Game series to learn about The New Sportage’s advanced features.

This collaborative campaign aims to highlight the innovative and unique values of The New Sportage as an ‘Open Road SUV.’ Kia will continue to provide inspiring customer experiences through various brand collaborations and engaging events.