A thematic facade inspired by "Squid Game" Season 2 is set up in front of Shinsegae Gangnam in Seoul, Friday. Courtesy of Shinsegae Department Store

The country's retail industry is piggybacking on the popularity of the upcoming second season of Netflix blockbuster “Squid Game,” as businesses — from convenience shops to department stores — launch thematic pop-up stores to attract consumers.

The promotion campaigns involve capitalizing on the iconic costumes, props and storytelling elements from the television series. The second season of "Squid Game," which became Netflix's most-watched series following its release in 2021, will premiere on Thursday.

GS Retail, which runs the country's major convenience store brand GS25, opened a pop-up at its store in Seongsu-dong in Seoul. The store, named GS25 X Squid Game, runs until Jan. 12.

The store has various sections catered toward "Squid Game" fans with different activities, from mission-playing games to a photo zone, along with sales of merchandise inspired by the series. Those who “accomplish the mission” are given online coupons for GS Retail's smartphone app, which provides discounts at GS Supermarkets or GS25 convenience stores.

The store also unveiled some 30 new food products inspired by "Squid Game," from "gimbap" (Korean rice dish made with various ingredients) to instant noodles, pastries and beverages.

On Thursday, when the show's second season debuts on Netflix, GS25 will also release 10 new "Squid Game" goods, including a public transit prepaid card and key ring. CJ Cheiljedang's three new food products made in collaboration with the series are exclusively available at GS25 stores nationwide.

A man dressed as a guard from "Squid Game" stands in front of a GS25 store in Seongsu-dong, Seoul, Sunday. Courtesy of GS Retail

GS Retail, which earlier this year signed an intellectual property sharing partnership with Netflix, previously rolled out food products in collaboration with the cooking competition show “Culinary Class Wars,” which became a global hit in October.

Shinsegae Department Store also launched pop-up facades and stores in line with the "Squid Game" theme in selected locations nationwide. Shinsegae is the only department store company in the country that clinched a partnership with the Netflix series.

The company's Gangnam and Busan Centum City branches built a giant fixture of the symbolic doll from the series on their storefront. At merchandise stores in Seoul, Gwangju, Busan and Daejeon, some 300 items designed by 18 partner companies in collaboration with the series are for sale.

Shinsegae Gangnam prepared multiple photo zones where visitors can pretend to be one of the "Squid Game" participants. Fans of the show can even wear the green training clothes, as seen in the show, and take photos in sets reminiscent of "Squid Game" scenes.

Shinsegae launched the campaign on Friday, with the pop-ups open until Jan. 12.

“With 'Squid Game' 2 about to be unveiled to Netflix viewers, Shinsegae will hopefully become the main go-to spot in Korea for global fans of the series,” a Shinsegae official said.

Earlier this year, Shinsegae announced it will be more than just a retailer, but also a content creator. The goal prompted the company to keep expanding partnerships with Hello Kitty, Snoopy and even K-pop boy band Seventeen.