Squid Game Season 2: Ahead of the highly anticipated release of Squid Game Season 2, Duolingo has joined forces with Netflix to launch an innovative campaign designed to engage fans and promote Korean language learning. Dubbed "Learn Korean or Else," the initiative blends the intensity of Squid Game with Duolingo's playful approach, offering fans a unique way to immerse themselves in the show’s culture and language.


Squid Game Season 2 will start streaming on December 26 on Netflix.


What Will Duolingo Bring?


The campaign introduces over 40 Squid Game-related Korean phrases to Duolingo’s course, allowing learners to better connect with the series' nuanced dialogue and cultural intricacies. The timing couldn’t be better, as the new season is set to premiere on December 26, 2024.


“We saw a 40 per cent increase in Korean learners just after Squid Game Season 1, underscoring the powerful connection between entertainment, culture, and language learning,” said Manu Orssaud, Chief Marketing Officer at Duolingo. 


Squid Game Season 2 x Duolingo: Highlights of the Campaign


Duo in the Pink Guard Role


Duolingo’s iconic mascot, Duo the Owl, takes centre stage in the campaign, donning the Pink Guard uniform and playfully (or menacingly, dependingon where you stand) pressuring fans to complete their Korean lessons.



Cinematic and Musical Content



  • A suspenseful teaser video introduces Duo as a menacing Pink Guard.

  • A dynamic music video choreographed by Sean Bankhead features a K-pop remix of the Squid Game theme, combining humour and high-energy dance routines.

  • The track, titled Korean or Get Eaten, is now on Spotify, cleverly including “hidden” Korean threats that only learners can decode.


Interactive Social Media Elements



  • A TikTok filter inspired by the show’s Red Light, Green Light game challenges users to practice their Korean pronunciation.


Real-World Stunts



  • Cryptic Korean messages have taken over billboards in Los Angeles and New York City, encouraging passersby to “learn Korean to stay safe.”

  • Duo and his Pink Guards will “hack” Netflix’s marquee billboard in Los Angeles, replacing English text with Korean to drive home the campaign’s message.


The campaign aims to bring fans closer to the Squid Game experience by combining entertainment with education. With viral challenges, engaging videos, and interactive elements, Duolingo’s latest collaboration with Netflix is set to leave a lasting impression on fans worldwide.