Duolingo has partnered with Netflix to create the ‘Learn Korean or Else’ campaign, combining language learning with the thrill of ‘Squid Game’ to promote Korean culture ahead of the show’s Season 2 premiere on December 26, 2024. This innovative initiative integrates Duolingo’s signature humor with ‘Squid Game’s high-stakes drama, offering fans an immersive way to connect with the hit series.

To celebrate the upcoming season, Duolingo has updated its Korean course with over 40 phrases and keywords from ‘Squid Game’. These additions enable fans to better understand the series’ cultural nuances and iconic dialogues.

Manu Orssaud, CMO of Duolingo, remarked, “After Squid Game Season 1, we observed a 40% spike in Korean learners. This campaign continues that momentum, blending humor, intensity, and chaos to motivate fans to learn Korean and deepen their connection to the series.”

Magno Herran, Netflix’s Vice President of Partner & Brand Marketing, noted, “About 13% of hours viewed on Netflix in the U.S. last year were non-English titles, with Korean stories attracting huge audiences. Partnering with Duolingo lets us engage fans who were already turning to the app after Season 1, while adding a playful, bold touch.”

Duolingo’s beloved mascot, Duo the Owl, has embraced the ;Squid Game’ theme, donning the Pink Guard uniform. In true Squid Game fashion, Duo encourages fans to complete their Korean lessons with humorous, high-stakes reminders, appearing in videos, fan events, and cryptic billboards.

1. Creative Videos:
A suspenseful teaser introduces Duo as a Pink Guard, with an extended music video choreographed by Sean Bankhead showcasing Duo leading a dance routine to a K-pop remix of Squid Game’s Pink Guard theme. The video highlights the campaign’s playful yet intense tone and will be featured on YouTube, TikTok, and Instagram.
2. ‘Korean or Get Eaten’ Music Track:
A remix of Squid Game’s ominous soundtrack features lyrics in English and Korean with hidden warnings. Available on Spotify, the track supports a social media dance challenge, encouraging fans to explore Korean culture.
3. TikTok Game Filter:
Inspired by the Red Light, Green Light game, a voice-activated filter tests users’ Korean skills with Duo as the menacing doll, adding a fun, interactive element.
4. Billboard Stunts:
Cryptic Korean messages will take over billboards in LA’s Koreatown and NYC, with a live stunt where Duo and Pink Guards “hack” Netflix’s Sunset Boulevard marquee, replacing English text with Korean to engage passersby.

The campaign reflects the rising popularity of Korean media, blending language learning with cultural immersion. As Herran explained, both ‘Duolingo’ and ‘Squid Game’ share a bold, determined spirit that fans are sure to embrace.

With creative videos, interactive challenges, and innovative out-of-home campaigns, ‘Duolingo’ and Netflix are bringing fans closer to ‘Squid Game’ than ever before—one Korean lesson at a time.