Netflix partnered with Duolingo yesterday to launch the “Learn Korean or Else” campaign. The campaign is designed to engage fans of the hit series Squid Game in language learning before its second season premiere on December 26.
This collaboration aims to enhance the learning experience by incorporating over 40 keywords and phrases from the show into Duolingo’s Korean course.
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A cultural phenomenon
Since its debut, Squid Game has captivated audiences worldwide, leading to a significant rise in interest in the Korean language. Following the first season, Duolingo reported a 40% increase in new learners in the U.S. alone.
The show’s gripping narrative and cultural references have inspired many to delve into the language, making it more accessible and engaging for fans.
Duolingo’s Chief Marketing Officer, Manu Orssaud, emphasised that this initiative allows learners to connect with the series more profoundly, experiencing its dialogue and cultural nuances firsthand.
Engaging learning experience
The campaign features Duolingo’s mascot, Duo the Owl, dressed as a Pink Guard from the series, humorously encouraging users to complete their lessons.
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In addition to new vocabulary, interactive elements include a K-pop remix, “Korean or Get Eaten”, and an engaging TikTok filter inspired by the show’s iconic games. These creative strategies aim to make learning Korean fun and relatable for fans.
Duolingo hopes to attract more learners and maintain their interest by integrating popular culture into language education. This innovative approach promotes language acquisition and fosters a greater appreciation for Korean culture among global audiences.
As Squid Game continues influencing viewers, this partnership exemplifies how entertainment can effectively drive educational initiatives.