Duolingo, a global leading player in mobile language learning, has partnered with Netflix’s hit series Squid Game to create a unique campaign aimed at promoting Korean language learning. Dubbed “Learn Korean or Else,” the initiative cleverly merges Duolingo’s signature humour with the intense, high-stakes energy of Squid Game, just in time for the release of the show’s second season on December 26, 2024.
The collaboration introduces over 40 iconic keywords and phrases from Squid Game into Duolingo’s Korean course, offering fans a deeper connection to the series. By learning Korean, viewers can enhance their experience of the show’s gripping dialogue and cultural nuances.
Building on Past Success
Squid Game, created by Hwang Dong-hyuk, became Netflix’s most popular series upon its 2021 release, sparking a global K-content craze. Iconic moments went viral, sales of Vans slip-ons surged 8,000%, and Halloween costumes sold out, embedding the show in pop culture. It made Emmy history as the first non-English series to win major awards. The franchise expanded with Squid Game: The Challenge reality series, a touring activation (Squid Game: The Experience), a Webby-winning VR game, and Squid Game: Unleashed, a 2024 multiplayer video game. Season 2 premieres December 26, with a third and final season arriving in 2025.
Duolingo’s Chief Marketing Officer, Manu Orssaud, highlighted the campaign’s roots in the surge of interest following the first season of Squid Game. “After Season 1, we saw a 40% rise in Korean learners, showing the powerful link between entertainment and language. This campaign extends that momentum with a mix of humor, excitement, and a touch of chaos,” Orssaud explained.
Magno Herran, Netflix’s Vice President of Partner & Brand Marketing, noted the collaboration’s cultural significance. “Last year, 13% of Netflix viewing hours in the U.S. were for non-English titles, with Korean stories leading the charge. Squid Game sparked a global fascination, and Duolingo’s bold, creative spirit made them the perfect partner for Season 2.”
Creative Campaign Highlights
The campaign features Duo the Owl, Duolingo’s mischievous mascot, donning the iconic pink guard suit from Squid Game. Duo challenges users to complete their Korean lessons through high-energy promotional content, including:
- Viral Videos: Duo stars in a suspenseful teaser and an extended music video featuring a K-pop remix of the series’ ominous Pink Guards theme.
- Interactive Fun: A TikTok filter lets users test their Korean skills in a voice-activated version of the iconic Red Light, Green Light game.
- Billboard Stunts: Cryptic Korean messages on billboards in Los Angeles and New York challenge passersby to “learn Korean to stay safe.”
A Language and Culture Celebration
By embracing Squid Game’s cultural impact, Duolingo continues to innovate in language learning. Through this campaign, fans can immerse themselves in Korean language and culture while gearing up for the much-anticipated second season of Netflix’s global phenomenon.
