Beijing shop launches 'Squid Game' bake-off challenge

Beijing: A Beijing bakery has introduced a Squid Game-themed confection-making challenge in its store as it seeks to cash in on the massive popularity of the South Korean Netflix show. For 58 yuan ($9), customers can pretend to be a character in the smash-hit series by taking part in the challenge to make the candy, called dalgona, by trying to convert a mixture of sugar and baking soda into neatly shaped biscuits.

There is no prize for success and no penalty for failure - unlike on the TV show, where winners are rewarded with a massive cash prize for winners and losers are punished with death.

"Our customers are mainly young people and young people make up many of this show's fans", Hao Jing owner of the DIY Bakery & More store, who is herself a big fan of the show, said on Saturday.