With the highly anticipated release of Squid Game Season 2 on December 26, 2024, Netflix has partnered with language-learning giant Duolingo to launch a thrilling and interactive campaign: “Learn Korean or Else.” This innovative initiative not only promotes the Korean language but also immerses fans in the cultural experience of one of the world’s biggest K-dramas.
The Squid Game Effect
When Squid Game Season 1 premiered in 2021, it quickly became a global phenomenon. As Netflix’s most successful original series launch, the show reached over 330 million viewers globally, amassing 2.8 billion watch hours. Its popularity didn’t just stop at entertainment; it sparked a 40% increase in Korean learners on Duolingo, demonstrating the powerful connection between culture, entertainment, and education.
Now, as Squid Game Season 2 looms, Netflix and Duolingo are doubling down on this momentum, encouraging fans to connect more deeply with the series by learning Korean.
“Learn Korean or Else” Campaign
40+ Squid Game-Inspired Korean Phrases
Duolingo has introduced over 40 Squid Game-related Korean words and phrases into its Korean course. Fans can now learn essential terms like “dalgona” (the candy featured in Season 1) and phrases such as “You’ve been eliminated” and “Let’s play a game” to enhance their connection with the series’ unique dialogue and cultural depth.
Duo the Owl in the Pink Guard Role
Duolingo’s beloved mascot, Duo the Owl, takes on the menacing persona of a Squid Game Pink Guard. Whether playfully pressuring users in teaser videos or hacking billboards, Duo reminds fans to “Learn Korean or face the consequences.” The tongue-in-cheek tone combines the high stakes of the series with Duolingo’s signature humor.
Cinematic and Musical Content
The campaign isn’t short on entertainment:
- Suspenseful Teaser Video: Duo, dressed as a Pink Guard, delivers the Squid Game-style tension fans love.
- “Korean or Get Eaten” Music Video: A K-pop remix of the series’ haunting Pink Guards theme song, choreographed by Sean Bankhead and directed by Warren Fu. The lyrics blend Korean and English, featuring “hidden threats” that learners can decode only after completing their Korean lessons. The track is available on Spotify for fans worldwide.
- Social Media Dance Challenge: Duo leads high-energy dance routines on platforms like TikTok, inviting fans to join in and immerse themselves in Korean culture through music.
TikTok Filter: Red Light, Green Light Challenge
A custom TikTok filter inspired by the infamous Red Light, Green Light game challenges fans to test their Korean pronunciation. Voice-activated and interactive, the filter recreates the tension of the series while making language learning fun and accessible. You don’t need to be a registered Duolingo user to participate.
Real-World Stunts: Duo Takes Over Cities
Netflix and Duolingo are taking the campaign offline with:
- Cryptic Billboards: Korean-language billboards in Los Angeles’ Koreatown and New York City, daring passersby to “Learn Korean to stay safe.”
- Netflix Billboard Hack: Duo and his Pink Guards will “hack” Netflix’s iconic Sunset Boulevard marquee, replacing the English text with Korean, making the campaign impossible to ignore.
The Bigger Picture: The Power of the K-Wave
The Squid Game phenomenon is part of the broader K-Wave (Hallyu), which has seen Korean culture—from K-dramas and K-pop to Korean beauty, food, and tourism—take the world by storm. South Korea has long leveraged its cultural exports as tools for soft power and economic influence, and brands like Netflix and Duolingo are riding the wave to connect with global audiences.
According to Netflix Vice President of Partner & Brand Marketing Magno Herran, “13% of viewing hours in the U.S. last year were non-English titles, with Korean content leading the charge.” This cultural interest creates opportunities for deeper engagement, as seen in Duolingo’s spike in Korean learners.
A Perfect Match: Entertainment Meets Education
The Duolingo x Netflix collaboration highlights how brands can leverage cultural moments to drive engagement and brand value:
- For Netflix: The campaign boosts anticipation for Squid Game Season 2. Additionally, it also strengthens its position on the top of the entertainment leaderboard globally.
- For Duolingo: The partnership reinforces its relevance as a culturally aware brand, inspiring more users to engage with its Korean course.
Manu Orssaud, Duolingo’s CMO, sums it up perfectly: “This campaign allows us to combine humor, intensity, and chaos to inspire fans to learn Korean and immerse themselves in the experience.”
Despite its intense premise of deadly playground games, Squid Game has proven irresistible to brands. From Domino’s to Johnnie Walker and McDonald’s Australia, companies have launched creative collaborations tied to the series, underscoring its massive cultural appeal.
As fans eagerly await Squid Game Season 2, Duolingo and Netflix are offering them more than just entertainment. By learning Korean, viewers can connect with the series on a deeper level—appreciating its cultural richness, nuanced dialogue, and storytelling.
So, are you ready to take Duo’s challenge? Learn Korean or else… A-ssa!
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