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Squid Game challenge goes viral: a Singaporean cafe is the latest to take part in the ‘dalgona challenge’ made famous by Netflix series
- The Brown Butter Cafe in Singapore is the latest business to tap the Squid Game hype and the drama of the ‘sweet and deadly’ dalgona challenge
- An Yong-hui, the seller who provided the confection for the show, now sells more than 500 dalgonas a day, from fewer than 200 before Squid Game’s premiere
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A South Korean sweet featured as one of the lethal challenges in the Netflix hit television drama Squid Game has become a global craze, boosting business for the seller who provided the confection for the show.
The series has become a viral hit by depicting childhood games with deadly consequences. One of the challenges has the cash-strapped contestants on the show carving out the symbol etched into a brittle sugar confectionery called dalgona without cracking the whole piece – or risk being shot by masked enforcers.
In line with the show’s viral explosion, international viewers are posting their efforts at making dalgona and passing the challenge on video-sharing platform TikTok and other social media.
E-commerce marketplaces such as Amazon, eBay and Korean company Coupang are selling dalgona cooking kits and tools for as much as US$30.
In Singapore, the Brown Butter Cafe is the latest business to tap the Squid Game hype and the drama of the dalgona challenge.
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