Press Review: The Unusual Story of Laguiole Knives Featured in Netflix’s Hit Series ‘Squid Game’
The unexpected appearance of Laguiole knives from the Jean Néron cutlery in Netflix’s hit series “Squid Game” has truly captured media attention. This press review explores the media coverage of this appearance, highlighting its impact.
1. Unexpected Visibility
Le Figaro: “Squid Game”: Laguiole Knives Spotted in Netflix’s Hit Series
Le Figaro highlights the appearance of Jean Néron’s Laguiole knives in “Squid Game.” Catherine Néron, manager of the company based in Chabreloche, near Thiers, is astonished by this discovery. “This somewhat crazy story actually happened to us!” Le Figaro notes an increase in sales in South Korea, making it one of the company’s main markets. The article also discusses the geographical indication dispute between Laguiole producers from Aveyron and Thiers.
La Montagne: A Laguiole Knife Made in Chabreloche (Puy-de-Dôme) Featured in Netflix’s Squid Game
La Montagne explores the enormous popularity of “Squid Game,” with 111 million Netflix accounts watching the series in 17 days. It highlights Catherine Néron’s astonishment at seeing her knives in a scene from the series and details the expansion of the company’s exports, which now represent 40% of its revenue. Jean Néron’s cutlery not only exports to South Korea but also to the United States, Canada, Australia, New Zealand, Japan, Brazil, and Chile.
2. Economic and Cultural Impact
Ouest-France: “Squid Game”: Laguiole Knives from Aveyron Spotted in Netflix’s South Korean Series
Ouest-France reveals the presence of Laguiole knives in the latest episodes of Netflix’s “Squid Game.” Catherine Néron expresses her surprise and mentions that the model “le Gastronome” is very popular in South Korea, with 150,000 pieces sold in 2021 out of a total of 1.8 million knives sold.
France 3 Régions: “Squid Game”: When Knives Made in Puy-de-Dôme Are Featured in Netflix’s Series
France 3 Régions emphasises the importance of the South Korean market for the cutlery, representing 40% of its export revenue. Catherine Néron expresses concerns about the company’s ability to meet increased demand due to this visibility. The series has boosted the South Korean market to the extent of having to ration the distributor to supply other clients.
TF1 Info: “Squid Game”: Is There a Real Laguiole Knife in the Series?
TF1 Info confirms the presence of Laguiole knives in “Squid Game” and highlights the media impact. Catherine Néron is surprised and mentions the geographical indication dispute between Aveyron and Thiers cutlers regarding the “Laguiole” name. The SME, which employs 22 people, fears it may not be able to meet a potential increase in demand.
3. Reactions and Perspectives
Le Parisien: “Squid Game”: The Incredible (and Unintentional) Publicity for Laguiole Knives
Le Parisien emphasizes the unexpected exposure of Laguiole knives in “Squid Game.” Catherine Néron confirms that this appearance was not planned. “Our exporter had previously asked me if I had any objections to giving a few of our knives to a director, which I didn’t pay much attention to at the time!” The series, viewed by 111 million households in 17 days, provides unprecedented visibility for the cutlery.
Actu.fr: Squid Game: Knives Made in Puy-de-Dôme in the Netflix Series!
Actu.fr describes how Catherine Néron discovered the appearance of the knives in “Squid Game” by chance, after being contacted by a professional contact who recognized their products on screen. This publicity offers a commercial opportunity, though the cutlery is concerned about its ability to meet demand.
The media coverage of the appearance of Laguiole knives from Jean Néron cutlery in “Squid Game” demonstrates the enthusiasm for this exposure. Media outlets such as Le Figaro, La Montagne, France 3 Régions, and Actu.fr treat it as a major topic, while others like Radio France and TF1 Info (LCI) mention it more incidentally. This visibility has significant economic repercussions, notably an increase in exports to South Korea, and recognition of French craftsmanship internationally.