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

Duolingo has announced a collaboration with Netflix coinciding with the release of Squid Game's second season on 26 December 2024, promoting key Korean phrases and cultural insights. This partnership incorporates over 40 phrases related to the show into Duolingo’s Korean course, emphasizing interactive elements like the "dalgona" candy and phrases like "let’s play a game."

The collaboration extends beyond the app, with a TikTok filter inspired by the "Red Light, Green Light" game from Squid Game, enhancing the learning experience through social media challenges. Additionally, Duolingo introduced a Squid Game-themed music video to motivate daily engagement with its courses.

Squid Game's first season emerged as Netflix's most successful original series launch, attracting over 330 million viewers worldwide. The series dramatically influenced global cultural trends, spotlighting traditional Korean items and themes, challenging conventional media perceptions.

South Korea has effectively utilized its cultural output to boost its international stature and drive economic growth, with industries like Korean beauty and tourism flourishing as a result. Netflix has capitalized on this 'K-wave' to bolster its subscriber base and increase global engagement.

Previously, Duolingo benefitted indirectly from the Squid Game phenomena, noting a 40% increase in users learning Korean after the show's debut. Now, by partnering directly with Netflix for season two, Duolingo transitions from passive participant to proactive collaborator in leveraging cultural phenomena.

This strategic alliance not only enhances Duolingo’s cool factor but also boosts user activity, aligning with its broader brand and business goals. It poses the question of how other brands can similarly engage with or shape significant cultural moments to resonate with their audiences. #

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Yoooo, this is a quick note on a link that made me go, WTF? Find all past links here.