We turned Duo the Owl into a Squid Game pink guard.
When Squid Game Season 1 became a global sensation, it didn’t just dominate headlines—it sparked a 40% increase in Korean learners on Duolingo. Fans weren’t just captivated by the show; they were eager to engage more deeply with Korean culture.
This revealed a clear opportunity for Squid Game Season 2: to turn the anticipation for the new season into a meaningful moment for language learning.
The creative idea was to enlist Duolingo’s iconic mascot Duo the Owl as Squid Game’s newest Pink Guard, tasked with delivering a threat fans would never forget: “Learn Korean or Else.”
Duo didn’t just make cameos—he became fully embedded in the Squid Game universe. As a Pink Guard, he appeared on Netflix’s platform, stalked fans through interactive games, took over cryptic billboards, and even starred in a viral K-pop music video. His presence extended into Duolingo’s app, where Squid Game-themed Korean lessons allowed fans to connect more closely with the series.
Press: USA Today, Forbes, CNET, TechCrunch
