Duolingo & Netflix Partner to Teach Korean with 'Squid Game'

A New Challenge for “Squid Game” Fans: Learning Korean

Attention all viewers! A unique opportunity is presented as a new competition approaches. But first, consider this: are you proficient in the Korean language?

In anticipation of the premiere of Season Two of the highly acclaimed Korean thriller series “Squid Game” on December 26, Netflix has announced a partnership with Duolingo. This collaboration aims to assist viewers in acquiring Korean language skills.

Duolingo Integration and Exclusive Content

Over 40 keywords and phrases originating from the show have been incorporated into the Duolingo app. This includes “dolgana,” the distinctive sugary confection featured in the third episode of the initial season.

Lessons will also focus on teaching key sentences like “Trust no one,” “Let’s play a game,” and “You’ve been eliminated.” These phrases are seamlessly integrated into existing Korean language courses, enriching the learning process with references to the popular series.

Increased Interest in Korean Language Learning

The intention behind this initiative is to foster a deeper connection between learners and the series, as explained by Manu Orssaud, Duolingo’s chief marketing officer.

According to Mr. Orssaud, “Squid Game” spurred a 40% increase in individuals beginning to learn Korean. Since its debut in 2021, the show has amassed a substantial global following, with 330 million viewers and a total of 2.8 billion hours watched.

Interactive TikTok Filter

An additional element of engagement is provided through a new TikTok game filter. This allows users to test their Korean pronunciation skills through voice-activated challenges.

The filter features Duo, Duolingo’s owl mascot, costumed as a pink guard. Users must accurately articulate phrases to eliminate players attempting to survive the iconic Red Light, Green Light game.

Extensive Promotional Campaign

Netflix is investing heavily in promoting “Squid Game,” a predictable move considering the significant marketing resources allocated to the first season.

This year’s promotional activities include a competition held in Los Angeles on December 12. The prize is a seat at the U.S. premiere, which will be attended by director Hwang Dong-hyuk and cast members such as Lee Jung-jae, who portrays Seong Gi-hun.

Immersive Experiences and Mobile Gaming

Fans in New York, Madrid, Seoul, and Sydney can also participate in “Squid Game: The Experience,” offering the chance to engage with popular games from the show.

Furthermore, “Squid Game: Unleashed,” a new mobile game developed by Netflix Games, is scheduled for release on December 17.