At Hindustan Unilever Limited (HUL), we believe in the power of innovation to create meaningful connections with our consumers. As a company that touches the lives of millions every day, our mission goes beyond delivering exceptional products. We aim to blend cultural trends with culinary excellence, offering experiences that reflect the evolving tastes and aspirations of our diverse audience.
Our latest campaign with Netflix’s Squid Game Season 2 is a prime example of this vision in action. With the Dare to Slurp campaign, we’re not only highlighting Knorr’s Korean Ramen range but also celebrating the growing influence of K-culture and its ability to connect people across geographies.
A taste of K-Culture
The global rise of K-culture, or Hallyu, has been remarkable, impacting music, fashion, and cuisine. We recognised this wave early on and introduced Knorr’s Korean Ramen range, featuring flavours like Jjajangmyeon and Spicy Kimchi. These flavours have quickly become favourites among those eager to explore authentic Korean cuisine.
Through this campaign, we’re taking that experience to the next level. The Dare to Slurp challenge invites people to embrace the joy and tradition of slurping noodles, a practice deeply rooted in Korean culinary culture. This is more than just about food – it’s about connecting through shared passions and celebrating cultural diversity.
The ‘Why’ behind the partnership with Squid Game Season 2
At HUL, every campaign we undertake stems from a desire to engage meaningfully with our consumers. By aligning with Squid Game, one of the most globally recognised shows, we’re creating a bridge between entertainment and everyday life.
Our campaigns aim to inspire—whether it’s through bold flavours, innovative storytelling, or fostering a sense of community. The Dare to Slurp challenge captures this ethos perfectly, inviting people to participate in a shared cultural moment while enjoying a delicious meal.
A digital-first approach
As part of our broader strategy, we’ve embraced digital platforms to amplify this campaign. Collaborations with influencers and creators, from social media stars to rappers, have helped us reach younger, trend-savvy audiences. Their unique take on the Dare-to-Slurp Challenge has turned this campaign into a cultural phenomenon, sparking conversations and fostering engagement across platforms.
Innovating for the future
HUL’s legacy is built on understanding and anticipating consumer needs. This campaign is a testament to our ability to innovate at the intersection of food, culture, and entertainment.
We’re incredibly proud of what we’ve achieved with the Dare to Slurp campaign. It reflects our belief that food is more than sustenance—it’s a connector, a storyteller, and a celebration of culture.