OWNDAYS x Squid Game Eyewear Collab Takeaways:
- OWNDAYS released six Squid Game eyewear designs, each in two colorways, inspired by major visual elements from the series.
- Packaging mimics show themes with coffin-style cases, a “456” phone grip, and eyeglass pouches with character cues.
- Retail rollout includes in-store perks, like free eye tests and dalgona cookies, to deepen fan engagement.
Squid Game is back, and this time it's staring straight through your glasses.
OWNDAYS is betting on the power of fandom with a new limited-edition eyewear collection inspired by the Korean series, released to coincide with its third season debut on Netflix.
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The Japanese brand unveiled six distinct designs available in two colors each.
They take visual cues from recognizable elements such as the green player uniforms, pastel staircases, and the show’s haunting mascots.
Each model tells a piece of the Squid Game story.
The Tracksuit design echoes the look of Player 456 with square green frames and subtle temple details referencing guard icons.
The Young-hee model draws from the unsettling doll seen in the "Red Light, Green Light" game, incorporating rounded frames with textured accents that mirror her hair accessories.
Other styles include nods to the piggy bank jackpot, the Frontman’s mask, the iconic staircase set, and the vote-driven OX game.
All of these are translated into fashion-forward silhouettes.
OWNDAYS also extended the theme to its packaging design.
Each pair is sold in a case designed to resemble the black coffin from the show, complete with a cross-shaped ribbon.
Inside, customers receive a microfiber pouch that doubles as a cleaning cloth, featuring illustrated graphics pulled directly from the series.
A smartphone mirror grip marked with the number 456 rounds out the collectible accessories.
Where Fans Meet the Brand
To encourage visits to physical stores, OWNDAYS is offering complimentary eye tests and limited-edition dalgona cookies, a nod to the show's sugar candy challenge.
The campaign runs across all Singapore outlets and is also available online, creating accessibility for fans and collectors alike.
The brand is no stranger to pop culture pairings, but this marks its first move into the Squid Game universe.
It draws directly from Netflix’s built-in global audience and the attention surrounding the series’ return.
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Other brands have moved similarly: soju giant JINRO recently launched a themed Chamisul bottle collection based on new Season 3 characters.
Meanwhile American Tourister released a luggage line centered on the show’s most iconic visuals in May.
OWNDAYS’ entry stands out for its retail-driven approach, using product design and packaging to deepen emotional connection and fan investment.
To see how Squid Game Season 3 pulls fans into the action, check out Netflix’s real-life Pink Guard sweepstakes.
Our Take: Is This Just Merch or Smart Retail?
I see this as a smart way to drive relevance and stay top of mind with younger consumers who value identity-driven purchases.
OWNDAYS isn’t just selling eyewear; it’s selling access to a cultural moment tied to one of the most-watched shows globally.
I might not have to worry about snacks for a while😂❣️
— んぜ (@bnkrgzn) June 15, 2025
I bought the Piggybank model for my glasses, I really wanted the model with the 456 engraved on it 🥺https://t.co/zTvP7zUQOz
The real play here is foot traffic and retention.
When a brand can pull fans into stores for something they feel connected to, it’s no longer just about the product.
It’s about positioning in a competitive retail market, and OWNDAYS is reading the room correctly.
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