Squid Game 2 tops 2025 January drama brand reputation rankings: Complete list

In January 2025, Squid Game 2 topped the drama brand reputation rankings, followed by Lady Ok and The Fiery Priest 2. The Korea Enterprise Reputation Research Institute analyzed 119,673,617 brand big data from 16 popular dramas between December 7, 2024, and January 7, 2025.

This represented a 131.25 percent increase compared to the 51,750,532 data from December 2024. The analysis considered consumer participation, communication, media consumption, and brand diffusion, using an algorithm that measured content value.

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Squid Game 2 followed by Lady Ok and The Fiery Priest 2 in brand reputation rankings

The brand reputation index for Squid Game 2 was 45,159,892, driven by strong participation and media indices. Lady Ok followed with a brand reputation index of 11,841,977, and The Fiery Priest 2 ranked third with 11,602,765.

Other notable rankings included Light Shop, When the Phone Rings, and Iron Family. The analysis highlighted a significant increase in brand consumption, issues, communication, and diffusion compared to the previous month.

"In the link analysis of the Squid Game 2 brand, which ranked first in the drama brand reputation in January 2025, 'popular, diffusion, and ascend' were highly analyzed, and in the keyword analysis, 'Lee Jung-jae, air play, Netflix' were highly analyzed. In the positive/negative ratio analysis, the positive ratio was analyzed to be 92.50%." said Ku Chang-hwan, director of the Korea Enterprise Reputation Research Institute.

The Squid Game 2 brand's key topics included "popular," "diffusion," and "ascend," with key keywords like "Lee Jung-jae," "air play," and "Netflix." The brand also saw an overwhelmingly positive sentiment, with a 92.50 percent positive-to-negative ratio.

The top 16 dramas of this month are

1. Squid Game 2
2. The Tale of Lady Ok
3. The Fiery Priest 2
4. Light Shop
5. When the Phone Rings
6. Iron Family
7. Moving
8. Cinderella Game
9. Family Matters
10. Who Is She!
11. Love Your Enemy
12. My Merry Marriage
13. Parole Examiner Lee
14. Desperate Mrs. Seon Ju
15. Brewing Love

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Squid Game Season 2 sets new viewership records

Season 2 of the dystopian thriller has set new viewership records on Netflix, continuing the global success that began with its debut in 2021. The first season concluded with Seong Gi-hun (Lee Jung-jae) vowing to dismantle the deadly games, setting the stage for further narrative development. After a three-year break, the second season delves deeper into the lives of Seong and other characters.

The new season ended on another cliffhanger, building anticipation for a third and final season. Within just three days of its release on December 26, Squid Game 2 amassed an impressive 68 million views, surpassing the debut-week record of 50.1 million views set by Wednesday (starring Jenna Ortega). A week after its release, it claimed the seventh spot on Netflix’s list of most-viewed non-English shows.

Season 2 is poised to match or even exceed the first season’s record of 265.2 million views. It was also nominated for Best Drama at the 2025 Golden Globes, though Shogun won in this category.

With the final season slated for 2025, the popularity of Season 2 is expected to rise further, leading to more viewers revisiting the show.

Netflix Korea also briefly shared a video revealing a specific release date—June 27, 2025. This marks an incredibly fast turnaround, with just six months remaining until the season's release, especially considering it took three years to go from Season 1 to Season 2.