Rejection, Persistence: The intriguing story behind ‘Squid Game,’ the $900M-earning series

When Squid Game premiered on Netflix in September 2021, it swiftly became a global phenomenon, captivating audiences with its compelling narrative and unflinching critique of inequality. However, behind the triumph of Netflix's most-watched series lies a ten-year journey marked by rejection, resilience, and an unwavering belief in a singular vision. The story of Hwang Dong-hyuk, the mastermind behind Squid Game, is a testament to perseverance and the transformative power of trusting in one's craft.

2008: A Spark of Inspiration

Hwang Dong-hyuk, a struggling filmmaker in Seoul, lived with his mother and sold his laptop to pay bills. While reading manga like Battle Royale and Liar Game in a café, he was struck with an idea that would one day change his life.

The Foundation of ‘Squid Game’

Hwang's upbringing in the working-class district of Ssangmun-dong, where debt and inequality were harsh realities, heavily influenced his story. Characters like Seong Gi-hun mirrored his struggles, while Cho Sang-woo reflected the pressures he faced as a Seoul National University graduate.

A Decade of Rejection

From 2009 to 2019, Korean studios repeatedly rejected Hwang's script, deeming it “too complex,” “too violent,” and “too unrealistic.” Despite the setbacks, Hwang continued pitching while directing other films, fuelled by his belief in the story’s potential.

Netflix Sees Potential

In the mid-2010s, Netflix expanded its Asian division, investing $700M in Korean content between 2015 and 2020. Unlike local studios, Netflix sought unconventional stories. Content officer Kim

Minyoung recognised the script’s brilliance and gave Hwang the creative freedom he needed.

A Modest Beginning

Production began in 2020 with a $21.4M budget—a modest figure by Netflix standards. Hwang’s dedication to detail was unparalleled:

Full-scale sets for each game.

Costumes imbued with hidden meanings.

Meticulously crafted visuals.

Hwang endured immense stress during filming, even losing several teeth, but his vision remained intact.

A Phenomenal Release

On 17th September 2021, Squid Game debuted on Netflix. With dubbing in 16 languages and subtitles for global audiences, the show became a worldwide sensation:

On 17th September 2021, Squid Game debuted on Netflix. With dubbing in 16 languages and subtitles for global audiences, the show became a worldwide sensation:

• Number one in 94 countries.

• 1.65 billion viewing hours in four weeks.

• $900M in generated value.

Cultural Impact

The show’s universal themes of survival and inequality resonated globally. It sparked viral TikTok challenges, sold-out Halloween costumes, and brand merchandise. Studios that once rejected Hwang now sought collaborations, and Netflix pledged $2.5B in future Korean content.

Lessons from Hwang’s Journey

Hwang Dong-hyuk’s story is a powerful reminder of the importance of persistence, trust, and self-belief. For over a decade, he faced rejection and doubt, but he remained steadfast, honing his craft and trusting in his vision.

His journey teaches us that success often requires patience and resilience. Building trust with collaborators who value your creativity can turn dreams into reality. And, most importantly, believing in your craft—even when others do not—is the key to transforming no into a resounding yes.

Hwang's triumph is more than a testament to his talent; it’s an inspiration to anyone striving to turn their passion into a legacy.

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