‘Squid Game’ reunites with Kaws for season 3 reveal

Summer 2025 is proving brand collaborations are not dead just yet. One that caught news feeds in China and beyond over the weekend was Martine Rose’s Spring 2026 colorways of the cult-favorite Nike Shox MR4 mule, showcased at her London show. While earlier this month, London-based British-Indian designer Supriya Lele also debuted an exclusive capsule with high-street retailer Mango. From streetwear to art toys, in East Asia collaboration is similarly crafting dialogues between diverse consumer demographics, offering an opportunity for extended market exposure. From Seoul to Tokyo, there are three standout APAC brand tie-ups demonstrating diverse strategies this week — Kaws x Squid Game capitalizes on popular culture, MCM Worldwide x Rawrow ventures into a new product category while championing South Korean design, and Goopimade x 432Hz x Nodzoku celebrates subcultural community across East Asia. Subscribe here to receive the Collaborations newsletter to your inbox every other Tuesday. MCM Worldwide x Rawrow Details: Capsule collection, June 12 Social context: On Xiaohongshu (also known as RedNote), #mcm has 379.9 million reads, and #Rawrow has 502,300. On Instagram, the former has 853,000 followers, the latter 42,300. Verdict: A combination of MCM Worldwide’s luxury heritage and Rawrow’s functional approach, this is a refined travel collection that appeals to Gen Z consumers the world over. Yet, it’s truly a celebration of Korean design. The “From Munich to Mars” theme signals forward-thinking innovation, embodied in the use of recycled materials, anodized aluminum, and durable components, emphasizing both environmental responsibility and long-term utility. Iconic MCM elements like the Visetos handles and monogrammed linings merge with Rawrow’s smart features — such as the TT Handle, digital scale, and passport pocket — creating luggage that’s both visually distinctive and highly practical. Kaws x ‘Squid Game’ Details: Kaws Chul-Su doll, June 19 Social context: On Weibo, the ‘Squid Game’ hashtag has over 2 billion posts, while Kaws has 400 million reads. Becoming the most-watched show in Netflix history, Squid Game was viewed by 142 million households in the first four weeks after release. Verdict: Following the viral success of the Kaws x Young-hee figure, the introduction of Chul-su signals Netflix’s savvy expansion of its IP into the global art toy market. By transforming a new antagonist into a collectible, the streamer deepens fan engagement and positions Squid Game as a fertile platform for limited-edition merchandise crossovers. With the June 19 figure launch strategically preceding the June 27 premiere of Squid Game Season 3, the drop fuels anticipation while monetizing early fandom. AllRightsReserved’s timed release strategy mirrors luxury streetwear drops — blending scarcity, spectacle, and serialized storytelling to drive global buzz. Offering both full-color and monochrome versions, the 15-inch Chul-su figure balances mass appeal with high-design minimalism. Paired with a certificate chip of authenticity, the release reflects a convergence of pop culture and prestige art toy sensibility, catering to both East Asian collectors and international fans of high-concept IP merchandise. Goopimade x 432Hz (x Nodzoku) Details: Spring 2025 collection and keychain with Nodzoku, June 21 Social context: Goopimade has over 81,500 Instagram followers, and 1.6 million views on Xiaohongshu. Hong Kong retailer 432Hz has 62,800 Instagram followers, and 795,500 reads on Xiaohongshu. Nodzoku has 11,200 followers on Instagram, and 49,200 reads on Xiaohongshu. Verdict: The “Hymn of Chaos” collaboration exemplifies the rising appeal of cross-brand micro-collabs in Asia’s streetwear ecosystem. Merging Goopimade’s utilitarian aesthetics, Nodzoku’s artisanal edge, and 432Hz’s curated retail influence, the drop taps into a community-driven model that prioritizes craft and authenticity. With a release limited to 432Hz’s Hong Kong storefront, the partnership leverages scarcity and cultural cachet to elevate desirability. The approach aligns with current consumer preferences for limited-edition, locally grounded streetwear experiences. The key holder fuses rugged U.S. paracord and tanned leather with symbolic emblems like Goopimade’s O-ring and the 432Hz logo, blending material storytelling with practical design. The handmade construction and affordable pricing ($54) position it as an accessible yet statement-making accessory for tastemakers.

‘Squid Game’ reunites with Kaws for season 3 reveal

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Published June 17, 2025

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‘Squid Game’ reunites with Kaws for season 3 reveal