Duolingo, Inc. ( DUOL ) shares are trading higher on Tuesday.

The company is making waves with a new partnership with Netflix, Inc.’s hit series Squid Game, launching a unique campaign to promote Korean language learning.

The campaign, titled “Learn Korean or Else,” merges Duolingo’s approach to learning with the drama of Squid Game, just in time for the premiere of Season 2 on December 26, 2024.

As part of this immersive experience, Duolingo ( DUOL ) is updating its Korean course by adding over 40 keywords and phrases from Squid Game.

This allows fans to dive deeper into the cultural context and appreciate the series in a whole new way. Following the massive success of Season 1, which saw a 40% increase in Korean learners, Duolingo ( DUOL ) hopes to further engage fans with this bold campaign.

The partnership also highlights Duolingo’s mascot, Duo the Owl, who takes on the role of a Squid Game Pink Guard.

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Duo is featured in videos and billboards, humorously urging fans to complete their lessons or “face the consequences.”

Campaign elements include a suspenseful teaser video, a K-pop remix, an interactive TikTok filter, and out-of-home stunts in Los Angeles and New York City.

The “Learn Korean or Else” campaign brings together entertainment, culture, and language learning in a creative way, encouraging fans to embrace Korean while building anticipation for the upcoming Squid Game season.

Price Action: DUOL shares are trading higher by 1.04% to $364.38 at last check Tuesday.

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