Rejected for 10 Years: How ‘Squid Game’ Creator Turned a Decade of “No’s” Into Netflix’s Biggest Hit

In 2021, Netflix’s “Squid Game” became a global sensation, captivating audiences with its intense narrative and stark commentary on societal inequalities. The series’ meteoric rise to becoming Netflix’s most-watched show within 28 days of release is a testament to the power of perseverance and visionary storytelling.

A Decade of Rejection

The journey of “Squid Game” began in 2008 with South Korean filmmaker Hwang Dong-hyuk. Facing personal financial struggles, Hwang found solace in Seoul’s manhwabang (comic cafes), immersing himself in Japanese survival manga like “Battle Royale” and “Liar Game.” These narratives, combined with his observations of economic disparity in his Ssangmun-dong neighborhood, inspired him to craft a story reflecting the desperation and competition inherent in capitalist societies.

Despite the compelling premise, Hwang’s script faced continuous rejection from Korean studios over the next decade. Critics labeled it “too grotesque” and “unrealistic,” doubting its potential appeal to audiences. During this period, Hwang endured significant hardships, including selling his laptop to make ends meet.

Netflix’s Leap of Faith

The turning point arrived when Netflix expanded its operations into Asia, seeking unique and bold content to diversify its global offerings. Recognizing the universal themes of survival and inequality in Hwang’s script, Netflix executives greenlit the project, providing him with complete creative control—a liberty previously unattainable with Korean studios.

Meticulous Production

With a budget of $21.4 million, production for “Squid Game” commenced in 2020. Hwang’s dedication to authenticity was evident in every aspect of the series:

• Set Design: Life-sized sets were constructed to accurately depict the deadly games.
• Costume Symbolism: Each outfit was thoughtfully designed to convey deeper meanings.
• Detailed Planning: Every scene was meticulously storyboarded to enhance narrative impact.

The intense pressure of bringing his vision to life took a physical toll on Hwang, leading to significant health issues during filming.

Unprecedented Success

Released on September 17, 2021, “Squid Game” rapidly ascended to global prominence. Netflix’s strategic approach—offering dubs in multiple languages and simultaneous worldwide release—amplified its reach. Within four weeks, the series achieved:

• 1.65 billion viewing hours
• 1 ranking in 94 countries
• An estimated $900 million in value from a modest initial investment

Beyond viewership metrics, “Squid Game” permeated popular culture, influencing fashion, social media trends, and inspiring various adaptations. The series garnered critical acclaim, securing 14 Emmy nominations and winning six, a historic achievement for a non-English language series.

The Power of Persistence

Hwang Dong-hyuk’s unwavering commitment to his vision underscores the significance of resilience in the creative industry. His journey from a decade of rejection to global acclaim illustrates that groundbreaking ideas can transcend cultural and linguistic barriers when met with determination and the right platform.

As “Squid Game” continues to influence the entertainment landscape, its origin story serves as an inspiring reminder that perseverance and authenticity remain pivotal in achieving success.