Duolingo and Netflix are urging fans to “Learn Korean or Else.” With Squid Game Season 2 on the horizon, the language-learning app’s green mascot, Duo the Owl, is trading in his usual friendly nudges for a more threatening persona—the iconic Pink Guard. If you’ve been procrastinating on your Korean lessons, you might want to rethink that decision. The consequences, at least according to this campaign, could be… deadly.
“Learn Korean or Else”: A Viral Hook with Teeth
The campaign taps into the viral popularity of Netflix’s global phenomenon, Squid Game, which saw interest in learning Korean spike by 40% after its first season. Duolingo seized this opportunity with a quirky, darkly humorous spin that aligns perfectly with the show’s tension. In the campaign’s teaser video, Duo storms into a room full of Pink Guards, sporting his own pink jumpsuit and black mask, a clear message: learn, or face the consequences.
The partnership doesn’t stop at video content. On TikTok, users can play along with a voice-activated filter, testing their Korean skills under the watchful gaze of Duo, who replaces Squid Game’s chilling Red Light, Green Light doll. Get the answer wrong, and it’s game over—just like in the show. And if that’s not enough pressure, there’s a catchy new track, “Korean or Get Eaten,” a K-pop remix of Pink Guards, crafted by Netflix’s music lab. It blends Korean and English lyrics, pushing you to complete your lesson before it’s too late.
Out-of-Home Stunts That Demand Attention
In true Squid Game fashion, the campaign extends beyond the screen. Billboards in Los Angeles and New York City deliver cryptic messages like “Learn Korean to stay safe,” while Duo and the Pink Guards “hack” a Sunset Boulevard billboard, converting its English text to Korean lettering. It’s a clever way to keep the pressure on—and make sure that passersby notice.
Magno Herran, Netflix’s VP of Partner and Brand Marketing, praised Duolingo’s bold approach, saying, “They were willing to go bold with us.” Bold, indeed. This campaign isn’t just a marketing stunt; it’s a witty, engaging way to tap into pop culture, push educational goals, and leave a lasting impression.
Brands and the Squid Game Effect
Duolingo isn’t alone in capitalizing on the Squid Game hype. Domino’s, Johnnie Walker, and McDonald’s Australia have all joined the marketing frenzy ahead of Season 2. Despite the show’s violent core, its cultural impact remains undeniable—and for brands willing to get creative, it’s a marketing goldmine.
The message is clear: Learn Korean, or else… Duo the Pink Guard will be watching.
Read more about the campaign here.