Squid Game’s “honeycomb challenge” set to break the internet

A new study has revealed that hit Netflix show Squid Game has created a new internet obsession with honeycomb. Google searches for “honeycomb recipe” have increased by 10,000% since the show first came to screens on 17th September.

The sugary snack features in the series as part of a challenge which is based on a traditional Korean children’s game, ppopgi. Dalgona  – a Korean variation of the popular sweet honeycomb – is given to the player with a shape pressed into it. The challenge is to pick or “scratch” the shape out of the dalgona candy without breaking it. If the shape gets cracked or breaks, the player loses.

The study, carried out by professional kitchen suppliers Maxima Kitchen Equipment, analysed the Google search trends for terms associated with the game, such as “Dalgona”, “Honeycomb”, “Dalgona Squid Game” and more.

The highest increase was seen by both “honeycomb recipe” and “dalgona recipe”. Both terms’ searches increased by an estimated 10,000% since the show aired.

The second-highest increase was seen by the term “Dalgona Squid Game recipe”, where searches increased by 9,300% in the UK.