Squid Game's creator pitched the script to studios for 10 years....
Fernando Cao@thefernandocz
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Jan 15, 2025
~4 min read
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Squid Game's creator pitched the script to studios for 10 years.
They rejected him every time.
Then Netflix finally took a chance...
And it became their most-watched show EVER in just 28 days.
Here's how persistence turned a "no" into a $900M yes:
They rejected him every time.
Then Netflix finally took a chance...
And it became their most-watched show EVER in just 28 days.
Here's how persistence turned a "no" into a $900M yes:
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2008: A broke filmmaker named Hwang Dong-hyuk sits in a café, reading manga to save money.
Living with his mother, he had to sell his laptop to pay bills.
But between pages of Battle Royale and Liar Game, an idea sparked that would change his life forever...
Living with his mother, he had to sell his laptop to pay bills.
But between pages of Battle Royale and Liar Game, an idea sparked that would change his life forever...
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Hwang grew up in Seoul's working-class Ssangmun-dong district.
Like many, he felt the crushing weight of inequality in South Korean society.
He watched as friends and neighbors fell into debt, desperate for a way out.
This reality would become the foundation of Squid Game:
Like many, he felt the crushing weight of inequality in South Korean society.
He watched as friends and neighbors fell into debt, desperate for a way out.
This reality would become the foundation of Squid Game:
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Hwang poured his experiences into the script:
The main character, Seong Gi-hun, reflected his own struggles.
Cho Sang-woo represented the pressure of expectations—like when Hwang attended Seoul National University.
But when he pitched the script to studios, they called it "too grotesque":
The main character, Seong Gi-hun, reflected his own struggles.
Cho Sang-woo represented the pressure of expectations—like when Hwang attended Seoul National University.
But when he pitched the script to studios, they called it "too grotesque":
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2009-2019: A decade of rejection followed.
Korean studios said:
• "Too complex for audiences"
• "Too violent for TV"
• "Too unrealistic"
Hwang kept pitching, even as he directed other films.
Then came the spark:
Korean studios said:
• "Too complex for audiences"
• "Too violent for TV"
• "Too unrealistic"
Hwang kept pitching, even as he directed other films.
Then came the spark:
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Netflix had just opened its Asia division.
They were looking for bold, different content—investing $700M in Korean shows between 2015-2020.
But more importantly: They were willing to bet on unconventional stories.
When content officer Kim Minyoung read Hwang's script, she saw what others missed:
They were looking for bold, different content—investing $700M in Korean shows between 2015-2020.
But more importantly: They were willing to bet on unconventional stories.
When content officer Kim Minyoung read Hwang's script, she saw what others missed:
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A universal story about survival and inequality.
Netflix gave Hwang complete creative control—something Korean studios never offered.
The budget? $21.4M. Modest by Netflix standards.
But Hwang didn't need a massive budget. He needed freedom to tell his story:
Netflix gave Hwang complete creative control—something Korean studios never offered.
The budget? $21.4M. Modest by Netflix standards.
But Hwang didn't need a massive budget. He needed freedom to tell his story:
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Production began in 2020.
Hwang was so stressed he lost several teeth while filming.
The attention to detail was obsessive:
• Each game set was built full-scale
• Every costume had hidden meaning
• Every frame was meticulously planned
Then came release day:
Hwang was so stressed he lost several teeth while filming.
The attention to detail was obsessive:
• Each game set was built full-scale
• Every costume had hidden meaning
• Every frame was meticulously planned
Then came release day:
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September 17, 2021: Squid Game drops on Netflix.
Within days, it explodes globally.
Netflix's strategy was brilliant:
• Dubbed in 16 languages
• Subtitled for global reach
• Released simultaneously worldwide
The results were staggering:
Within days, it explodes globally.
Netflix's strategy was brilliant:
• Dubbed in 16 languages
• Subtitled for global reach
• Released simultaneously worldwide
The results were staggering:
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In just 4 weeks:
• 1.65 billion viewing hours
• #1 in 94 countries
• Generated $900M in value
From a $21.4M investment.
This wasn't just a hit show. It was a cultural phenomenon:
• 1.65 billion viewing hours
• #1 in 94 countries
• Generated $900M in value
From a $21.4M investment.
This wasn't just a hit show. It was a cultural phenomenon:
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The impact rippled across culture.
Halloween costumes sold out worldwide. The games went viral on TikTok.
Brands rushed to create merchandise.
Halloween costumes sold out worldwide. The games went viral on TikTok.
Brands rushed to create merchandise.
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Netflix pledged $2.5B more in Korean content.
Studios that once rejected Hwang now wanted to work with him.
The show earned 14 Emmy nominations—unprecedented for a non-English series.
But most importantly, it proved something crucial:
Studios that once rejected Hwang now wanted to work with him.
The show earned 14 Emmy nominations—unprecedented for a non-English series.
But most importantly, it proved something crucial:
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The key lesson from Hwang's story isn't just about persistence.
It's about building an audience that believes in your vision.
Netflix saw what others missed because they understood something crucial:
It's about building an audience that believes in your vision.
Netflix saw what others missed because they understood something crucial:
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In today's world, the best ideas don't win by default.
They win through:
• Building trust at scale
• Sharing your unique story
• Creating authentic connections
Just like Hwang's decade of rejection became his greatest asset...
They win through:
• Building trust at scale
• Sharing your unique story
• Creating authentic connections
Just like Hwang's decade of rejection became his greatest asset...
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Your challenges, insights, and experiences are valuable currency.
But here's what most founders miss:
You don't need a Netflix-sized platform to start building trust at scale.
You just need to start sharing your story.
But here's what most founders miss:
You don't need a Netflix-sized platform to start building trust at scale.
You just need to start sharing your story.
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The truth is:
• Every founder has unique insights
• Every journey has valuable lessons
• Every struggle can inspire others
But without amplification, these stories remain hidden.
Once you share them?
• Every founder has unique insights
• Every journey has valuable lessons
• Every struggle can inspire others
But without amplification, these stories remain hidden.
Once you share them?
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Authenticity becomes your greatest moat.
Creating genuine content online is the easiest way to accelerate any business goal you have.
You generate trust at scale — which means sales, investment & hiring become 10x easier.
Building a personal brand is this generation's real estate. So:
Creating genuine content online is the easiest way to accelerate any business goal you have.
You generate trust at scale — which means sales, investment & hiring become 10x easier.
Building a personal brand is this generation's real estate. So:
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Thanks for reading! A bit about me:
2 years ago, I cofounded @ThoughtleadrX — a premium personal branding agency for world-class founders, executives, and investors to dominate socials.
If you enjoyed this, hit "follow" for more breakdowns!
2 years ago, I cofounded @ThoughtleadrX — a premium personal branding agency for world-class founders, executives, and investors to dominate socials.
If you enjoyed this, hit "follow" for more breakdowns!
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We’re looking for top writers & content strategists for our agency:
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• Crypto/Web3
Key requirements:
• Native English speaker
• Location: Must be based in Europe, UK, or Canada
• Time zones: Must align with US Eastern working hours
Want to work with our amazing portfolio of founders? Apply here: heathered-puma-5f6.notion.site/Creative-Direc…