Ready, set, learn Korean: Duolingo and Netflix prep fans for 'Squid Game' Season Two

This week, Duolingo announced a collaboration with Netflix to prepare fans for the second season of Squid Game, the streaming platform’s popular Korean series, which premieres on 26 December 2024. This partnership inserts over 40 key show-related phrases into Duolingo’s Korean course, including “dalgona,” the candy featured in the first season, as well as familiar utterances like “let’s play a game,” and “you’ve been eliminated.”

Off-platform, the two companies have also created a TikTok filter based on the show’s Red Light, Green Light game, challenging users to test their Korean speaking skills to survive. To top it off, Duolingo released a Squid Game-inspired music video titled “Korean or Get Eaten,” threatening nudging users to complete their daily lessons.

Squid Game Season One was Netflix’s most successful original series launch ever. Since then, it’s been watched by over 330 million viewers for a combined 2.8 billion hours globally. The show’s widespread success birthed a cultural movement, turning previously obscure Korean candies and children’s games into a global phenomenon. Its stark departure from the saccharine image associated with conventional Korean media — think K-drama romcoms and K-pop idol groups — drew in new audiences and sparked interest in Korean culture among broader consumer groups.

South Korea has long leveraged its culture as a tool for international diplomacy and economic influence, and brands in the ecosystem have benefited — think the boom in Korean beauty, food and tourism. Netflix has actively tapped into the K-wave, leaning into Korean content to drive user acquisition and engagement and boost its global appeal. Conversely, Duolingo was previously a passive beneficiary of the popularity of Squid Game. Following the show’s 2021 debut, the language-learning app reported a 40% increase in Korean learners.

By officially partnering with Netflix for the launch of Squid Game Season Two, Duolingo is now an active participant in what promises to be another tentpole cultural moment. Which could cement Duolingo’s zeitgeisty cool while driving on-platform user activity, allowing it to hit both brand and business objectives. Beyond Squid Game and Korean culture, how might your brand actively shape or ride the cultural moments that speak to your audience?