Squid Game Season 3 Finale: Art or Advertisement?
On June 28, 2025, the finale event for Netflix’s hit series Squid Game Season 3 lit up the heart of Seoul. The massive celebration, co-hosted by Netflix and the Seoul Metropolitan Government as part of the "2025 K-Content Travel Week," turned Sejong-daero and Seoul Plaza into a cultural spectacle. Fans from across the globe gathered to celebrate with the show’s cast and creators, in what was pitched as both a series farewell and a tribute to the global popularity of Korean content.
Since premiering in 2021, Squid Game has become a cultural landmark, gaining worldwide attention for its brutal life-or-death games and symbolic storytelling. The final season promised to close out the saga, but reactions have been deeply divided—praise for its daring themes mixed with disappointment over the show's creative trajectory.
Deeper Themes vs. Creative Burnout
What the Series Got Right
Squid Game was never just about survival games. It became famous for its gritty critique of social inequality and the corrupting forces of competition. Season 3 leaned further into these questions—what happens to humanity under extreme pressure, and how much of one's morality must be sacrificed to survive?
Some critics and longtime viewers applauded Season 3 for keeping its thematic ambitions intact. The show experimented with new visual styles and set pieces, giving the finale a grand, cinematic feel. This season didn’t just wrap up a story—it invited viewers to reflect, and the global fanfare added to that emotional impact.
Where It Fell Flat
But not everyone was impressed. Many fans expressed disappointment with Season 3’s reliance on familiar game structures. The creativity and suspense that made the first season groundbreaking seemed to have worn thin by the third outing. Instead of unpredictable twists, viewers got déjà vu.
Critics noted the lack of compelling new characters and emotional depth. The show’s earlier seasons thrived on shocking decisions and human drama, but Season 3 struggled to maintain that intensity. For some, the philosophical message remained intact—but the execution felt tired.
The Finale Event: Celebration or Commercial?
A Cultural Milestone
The massive finale event in Seoul had the atmosphere of both a K-pop concert and a global fan convention. Celebration parades, musical performances, and a live talk session featuring the cast lit up the city. Fans traveled internationally to attend, turning the event into a mini United Nations of Squid Game lovers.
Supporters argue that the event showcased the worldwide power of Korean content. It wasn’t just about a show ending—it was about Korea embracing its newfound cultural prestige. Events like these, they say, blend entertainment with soft power and invite the world to appreciate Korean creativity on new levels.
Criticism of Overcommercialization
But the spectacle also drew criticism. Some thought the event felt more like a corporate advertisement than a tribute to art. The scale—and assumed budget—of the celebration raised eyebrows. Was Netflix celebrating the series’ message about the cruelty of profit… by staging a massive, profitable event?
There’s also a concern that the core intent of Squid Game—its critique of a system that treats people like disposable players—was ironically overshadowed by the very system it condemned. When a show about anti-capitalism becomes the centerpiece for global monetization strategies, something starts to feel off.
A Mixed Legacy and Questions for the Future
Squid Game Season 3 leaves behind a legacy that sparks debate. Yes, it brought the series to a dramatic close, and yes, it attempted to deepen its social message. But many viewers expected more—a fresher plot, richer characters, or a bolder ending.
At its core, Squid Game remains a cultural juggernaut (something very powerful) and a mirror to modern society’s darker edges. Despite the polarizing reviews, the finale reminded the world that Korean storytelling has global reach and emotional depth. Still, moving forward, creators in the K-drama world will need to evolve new models—exceeding formula, meeting fan expectations, and staying true to the bold artistic spirit that made shows like this matter in the first place.
