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Kia is amping up the promotion of its facelifted Sportage SUV by collaborating with the hit Netflix series Squid Game – but in doing so it appears to have forgotten a key scene of the show involving a different South Korean carmaker. A series of videos is being released to promote the second season of the TV show, in which contestants take part in challenges which determine a final winner who scores an eye-watering amount of money.
While this sounds like a relatively normal way to promote your product by using one of the most popular pieces of media produced in recent years, Kia has seemingly forgot why the show’s protagonist, Seong Gi-hun, is in serious debt. The show paints a grim picture of working at a Korean carmaker, with a flashback in episode five showing Gi-hun had been laid off by fictional carmaker Dragon Motors, where mass layoffs led to violent confrontations with law enforcement.
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