Duolingo has partnered with Netflix to promote Korean learning ahead of Squid Game Season 2, launching a bold campaign titled “Learn Korean or Else.” Starting December 26, 2024, fans can join Duo the Owl, who now appears as a Squid Game Pink Guard, to face off in a challenge to learn key Korean phrases from the series.
In response to the success of Season 1, which saw a 40% spike in Korean learners, Duolingo is updating its Korean course to include over 40 Squid Game-specific terms and phrases. This immersive experience allows fans to better understand the show’s cultural context, expressions, and dialogue.
“We’re combining Duolingo’s fun, engaging approach with Squid Game’s high-stakes excitement to motivate fans,” said Manu Orssaud, Duolingo’s CMO.
Magno Herran, Netflix’s VP of Partner & Brand Marketing, added, “Both Duo and the Pink Guards are determined and intense—making them the perfect duo for this bold campaign.”
Fans can expect Duo to appear on billboards and in videos, raising the stakes for anyone who dares to miss a lesson.
