The Seoul Metropolitan Government collaborated with Netflix to stage an AR campaign that brought iconic scenes from the global hit series Squid Game to life in the heart of the city, with XVIVE participating as a partner. The project aimed to offer citizens and tourists an opportunity to directly experience the world of Squid Game, while simultaneously highlighting major tourist attractions associated with Korean Wave (Hallyu) content.

In particular, at Jonggak Station—the actual filming site where actor Gong Yoo’s memorable “ddakji” game took place—an interactive AR experience was implemented featuring Seoul’s symbolic mascot, Haechi. Visitors could begin the experience by scanning QR codes installed at booths and signboards in Jonggak Station and Gwanghwamun Square. When pointing their cameras at the signboard pillars, the mascot Haechi appeared in AR, allowing players to transform into Haechi and face off against Baekho in a game of ddakji. Players had to time their clicks with the moving gauge at the center of the screen, and after three successful attempts, the game concluded.

Additionally, at the end of June, the “Soul Spot” booth operated in Gwanghwamun Square, where QR participants received prizes through an on-site promotional event. This enhanced both the enjoyment of the experience and the delivery of the brand message. The campaign is currently ongoing, and the final results will be announced at a later date.