Duolingo joins forces with ‘Squid Game’ to help fans learn Korean
In anticipation of the second season of Squid Game, the popular Korean series produced by Netflix, Duolingo has teamed up with the streaming service to help viewers learn Korean ahead of its release on December 26th. The companies have also partnered to create an exclusive TikTok filter inspired by one of the games on the show, using red and green lights.
Through this collaboration, over 40 keywords and phrases from the television show have been added to the Duolingo service, including references to items from the first season such as ‘dolgana’, which is a sugary treat shown in the third episode.
Phrases such as ‘trust no one’ and ‘you’ve been eliminated’ have also been added to the language learning site, which is incorporated within regular lessons as a way of making the learning experience more immersive and fun.
The chief marketing officer of Duolingo, Manu Orssaud, has said that this collaboration aims to help viewers connect more deeply to the show with a broader understanding of the Korean language. Orssaud explained that the company saw a 40 per cent increase in people learning Korean after the release of Squid Game, with the show reaching an audience of 330million viewers and nearly 2.8billion hours watched.
The Tiktok filter with Duolingo allows users to test their Korean skills with voice-based challenges. Meanwhile, the app’s mascot wears the infamous pink guard costume associated with the television series. This is another innovative technique that Duolingo is testing to make learning a language more immersive and engaging.
Netflix has spared no expense in marketing for the second season of the show, with the first season being a record-breaking venture for the streaming service. The story follows a group of contestants who take part in a game show for a cash prize, competing in a number of classic children’s games but with a deadly twist. The first season was released in 2021 and was created by Hwang Dong-hyuk, with it recently sparking controversy after being nominated at this year’s Golden Globes, despite not being released yet.
However, there won’t be long to wait for the second season, which will be released on Netflix in a matter of weeks. The plot is set to begin three years after Gi-hun won the Squid Game, deciding not to go to the United States and instead returning to the mysterious games. The next season will have seven episodes, with many of the same cast members from the first season returning.