As part of the initiative, learners who previously built a streak of 30 days or more can restore it by completing three lessons in a single sitting. The feature is available until June 30.

The event follows sustained user demand, with tens of thousands of requests for streak recovery submitted across social media in more than 80 countries over the past year. Duolingo said the timing coincides with Duo’s birthday, adding a celebratory element for users seeking to reclaim their longest streaks.

The streak feature is a core part of the app’s engagement model, designed to support daily learning habits. Duolingo noted that losing a streak is also a common reason some users stop returning to the platform, and the new initiative is intended to reduce that barrier.

Cem Kansu, Chief Product Officer at Duolingo, said, “For years, learners have asked us for a way to recover lost streaks, and Duo’s birthday felt like the right moment to do it. We’re excited for learners to come back and discover an even better learning experience, with more ways to practise and even more to learn than when they left.” 

The company added that returning users will find an updated app experience, including expanded advanced content through CEFR level B2 across its nine most popular languages, as well as new interactive features such as Speaking Adventures, Flashcards, Explain My Answer, and Practice Hub.

Other updates include a Duolingo Score aligned with curriculum standards, a chess course that has reached 7 million daily learners within a year of launch, and a math course covering elementary to high school-level concepts aligned with Common Core State Standards.

“Streaks represent hard work, time, and energy spent learning, so they mean a lot to our learners. Streak Revival gives people a chance to pick learning back up without feeling like they’ve lost all the progress and momentum they built before,” commented Bozena Pajak, Head of Learning Science at Duolingo.

The event runs from June 1 to 30, 2026, with eligible users prompted to participate directly in the app.

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Created by Fred & Farid Shanghai, the “Duo’s Great Resignation” campaign centred on Duolingo’s mascot, Duo, announcing his resignation, tapping into growing conversations around burnout, job dissatisfaction, and career uncertainty among Gen Z consumers in China.

The campaign quickly gained traction online, with more than 300 international and local brands joining the conversation through mock job offers for the mascot. Participating brands included Subway, Burger King, FILA, Unilever, HP, and Buick, alongside Chinese companies such as Meituan, Haidilao, Tencent, Honor, JD.com, and Yili. The fictional offers ranged from delivery jobs to executive roles.

As the campaign expanded, Duolingo and Fred & Farid Shanghai converted the fictional job offers into real employment opportunities for young people in China.

According to the companies, the campaign generated more than 108 million social impressions, over 100,000 in-app engagements, and upwards of 150 media mentions.

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At the heart of the campaign is Duo’s playful parody of NIKI’s hit song Backburner. Inspired by the original music video, Duolingo’s owl mascot recreates scenes from the song while humorously expressing the frustration of being ignored, echoing how learners feel when they miss daily lessons.

The initiative also includes a social content series where NIKI “decodes” the language in her lyrics, explaining slang, emotional nuance, and hidden meanings behind everyday English expressions. Offline, lyric-inspired installations at the Mandarin Oriental, Jakarta, reimagine lines from Backburner through Duolingo’s playful voice, creating shareable moments that encourage users to keep up with their learning streaks.

Running from 26–31 March, the campaign taps into how young Indonesians increasingly pick up language through music, social media, and global pop culture. 

The approach reflects broader trends: in 2025, Indonesia was among Duolingo’s fastest-growing markets, contributing to the platform surpassing 133 million monthly active users and more than 52 million daily active users worldwide. Gen Z, now nearly 28% of the population, often encounters English first through entertainment and online conversations rather than textbooks.

Grounded in the Duolingo Method, which emphasises interactive practice over rote memorisation, the campaign demonstrates how language learning can be embedded in everyday cultural experiences—particularly through music.

“What excites us about this collaboration is how naturally language and culture come together. At Duolingo, our teaching approach is built around short, engaging experiences that help people pick up language through real-world context and repeated exposure. Music works in a similar way. When a lyric sticks in your head, you’re practising vocabulary, rhythm, and expression without even realising it,” Irene Tong, Regional Marketing Manager for Southeast Asia at Duolingo, said. 

“By working with NIKI, we hope to celebrate those everyday moments when language clicks, turning something as simple as listening to a song into a step forward in someone’s learning journey,” she added. 

With over 5 billion Spotify streams and headline performances at events including Coachella, NIKI has become one of Indonesia’s most influential international artists. Her journey from Jakarta stages to global recognition mirrors the aspirations of young Indonesians who view language as a gateway to international opportunities.

Commenting on the campaign, NIKI shared, “When I write songs, I think a lot about how words carry emotion. Sometimes a single line can say more than a whole conversation. It’s really exciting to see how Duolingo combines language learning with music like this, because songs are often where people first pick up new expressions and ways of describing what they feel. If this collaboration helps fans connect with the meaning behind the lyrics a little more deeply, that’s really special to me.”

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The course applies the Duolingo Method, which emphasises learning by doing rather than memorisation, to one of the world’s most iconic strategy games. This gamified approach aims to make chess more accessible, particularly for beginners.

Learners start with the basics, such as how each piece moves, and gradually build their skills through puzzles and mini matches guided by Oscar, Duolingo’s in-app chess coach. Around 75% of the course is puzzle-based, providing hands-on practice with core tactics, while the remainder includes mini and full games to apply what they’ve learned. Lessons are designed to progress from guided moves to solving checkmates independently, all in short, manageable sessions.

PvP mode can be accessed via the Matches tab, where learners tap “Play a Person” to be paired with opponents of similar skill levels, adding a social and competitive element to the experience.

“One thing we’re especially excited about is that bringing PvP mode to Android adds significant “liquidity” to PvP matches. In practice, that means shorter wait times globally—especially for higher ELO players,” said Irene Tong, regional marketing manager for Southeast Asia at Duolingo. 

The Android launch follows a successful iOS debut of Chess PvP mode in late 2025. Duolingo is planning updates to further enhance the course, including the ability to play with friends, game review features, a web version of chess, and more advanced content. These efforts aim to support learners at different stages and make the experience more engaging.

Tong explained, “We’ve seen strong early engagement from learners exploring Chess PvP mode on iOS, and bringing the experience to Android allows us to reach even more people, especially in mobile-first markets like Indonesia.” 

“One product insight we’ve observed is that playing against another person can feel intimidating. Looking ahead, we’re working on a range of updates to make PvP feel more welcoming and enjoyable – especially for players who are just starting out. At its core, chess is about connecting with others and strengthening your critical thinking skills. We want to help make that experience more accessible and empowering for our learners,” she added. 

To bring the course beyond the app, Duolingo hosted its first chess pop-up activation in Jakarta at Taman Literasi Blok M from 6 to 13 February. Visitors could meet Duolingo’s mascot, King Duo, explore a giant chessboard, and take part in challenges inspired by the app. The activation also featured live puzzles, mini lessons, and rewards.

Duolingo’s Chess course is free on Android and is available in English, Spanish, French, German, Italian, and Portuguese.

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The campaign promoting the chess course in India features young grandmaster Rameshbabu Praggnanandhaa, presenting him in a way that diverges from traditional portrayals of chess players. Rather than the typical “nerdy” or “awkward genius” stereotype, Praggnanandhaa is depicted as stylish, approachable, and confident, combining aspirational qualities with relatability.

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Duolingo regional marketing director, Karandeep Singh Kapany, said, “Chess has long carried the perception of being either overly intellectual or inaccessible. Our ambition was to change that — to make the game inviting rather than intimidating. The Duolingo chess course is designed to democratize the sport and bring it to a much wider audience.”

He added, “Choosing Rameshbabu Praggnanandhaa as the face of the course in India was a natural decision. He represents a new generation of chess excellence that is modern, aspirational, and deeply relatable. By presenting him through the same cultural lens we reserve for mainstream icons, we’re simply acknowledging what the chess community already knows: this is a sport with stars, stories, and a massive, passionate following.”

Moreover, billboards across Chennai and other parts of India also featured Praggnanandhaa wearing a contemporary take on Madras checks, alongside the Duolingo brand mascot. The campaign has received positive attention online, with fans responding enthusiastically to the young grandmaster’s new visual portrayal.

Speaking on the concept, creatives Shania Pereira and Pearl Alex from Talented said, “Praggnanandhaa deserves to be portrayed as the force he is, but as never seen before: iconic, commanding, and unmistakably stylish. Those who noticed the Madras Checks in his wardrobe have correctly read them as a deliberate nod to Tamil Nadu – his roots, and the land that has given India so many grandmasters.”

They added, “Conceptualizing a shoot like this meant stepping outside familiar territory, as chess has rarely been framed through an editorial lens. The fact that this avatar has surprised the internet as much as it has only means it was long overdue.”

Director duo Akimbo (M G Bopanna & Mandakini) also added, “In India, fame manifests in chaotic ways and we wanted to create small realistic vignettes of that with Praggnanandhaa. We worked closely on the script with Talented to try and achieve that. Thinking about the film vertical-first was a challenge for us. It changes variables ranging…”

The campaign reflects Duolingo’s effort to position chess as an accessible and culturally relevant activity while highlighting the achievements of its young Indian champions.

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Running from  December 8 to 27, the Genshin Impact x Duolingo 3-Day Streak Quest features Paimon alongside fan-favourite characters Tighnari and Cyno, as well as Duolingo’s mascot Duo. 

Learners who complete one unit lesson per day for three consecutive days will unlock exclusive in-game rewards for Genshin Impact.

Participants can access the quest through any course on the Duolingo app, where completing the streak allows users to sculpt a collectible in-app statue of Paimon and Duo. 

Characters from both franchises will appear throughout the experience to encourage learners.

Upon completion, users will receive a reward bundle including the “Diligent Study” avatar, the namecard “Celebration: Dream Reader”, Primogems, and a Sumeru-style dish, “Spiced Fried Chicken”, along with its recipe. 

Reward redemption codes must be claimed via the Duolingo app by December 30, 2025 at 23:59:59 (UTC) and redeemed in Genshin Impact by January 31, 2026 at 15:59:59 (UTC).

The collaboration follows the recent release of Genshin Impact Version Luna III, which introduced a new five-star Pyro character, Durin, and a new story chapter set in Nod-Krai.

The quest is available in select regions, with December 25 being the final day for learners to join and qualify for rewards. 

Availability varies by region, and participation details can be found within the Duolingo app.

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Pei Ling brings more than 18 years of creative leadership across Asia, having previously served as executive creative director at Publicis Chemistry and as global creative director for Creative Works, APAC, at Google.

In her new role, she will be based in Singapore and oversee creative strategy and execution across major APAC markets, including China, Japan, Korea, India and Southeast Asia. Her remit includes working with country marketing teams and agency partners to develop initiatives and content that reflect local cultures and enhance the learner experience.

Commenting on her appointment, Pei Ling said, “What draws me to Duolingo is how many lives it has impacted, helping learners learn what they want and how they want. There’s heart behind Duo’s fun and irreverence, and I’m excited to help shape how this energy shows up in APAC.”  

Pei Ling will join Duolingo’s Global Brand Studio and report to senior creative director James Kuczynski, who is based in New York.

“APAC is a huge opportunity for Duolingo. It’s vibrant, diverse and full of people who love great creative. Pei Ling’s deep experience in Asia will bring a culture-first approach to making memorable work that brings people together,” said Kuczynski. 

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The partnership brings together Duolingo’s green owl mascot, Duo, and Tokopedia’s mascot, Toped — two well-known characters in Indonesia’s digital landscape that have often been linked by local internet users through memes and online commentary.

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The collaboration began with a social media activation on TikTok, where the two brands swapped identities for a day. Duo appeared on Tokopedia’s channel saying, “Not Tokopedia, don’t ask for deals,” while Toped appeared on Duolingo Indonesia’s account stating, “I’m not teaching languages.” The posts quickly went viral, with both brands updating their account bios to reference the playful mix-up.

The campaign extended offline with side-by-side outdoor billboards in central Jakarta, featuring the mascots correcting the identity confusion and highlighting each brand’s focus — Tokopedia for deals and Duolingo for accessible, fun learning.

On November 2, the brands held a joint event near Gelora Bung Karno Stadium featuring a K-pop dance battle between their mascots. The event drew large crowds and user-generated content, reflecting both companies’ engagement with fandom culture.

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As part of the collaboration, Duolingo announced the opening of its first official online merchandise store in Southeast Asia, hosted on Tokopedia, which will go live on November 11, 2025.

“Expanding awareness of our characters and intellectual properties (IPs) has always been a central part of Duolingo’s brand DNA,” said Irene Tong, Duolingo’s SEA Marketing Lead. “Beyond offering universal access to education through fun and gamified experiences — we want to connect strongly with our users through memorable, relatable characters like Duo, Lily, Zari and others.”

She added, “Our partnership with Tokopedia, Indonesia’s leading e-commerce platform, to open our first online merchandise store in Southeast Asia is a significant step in bringing these beloved characters even closer to our local audience. It shows our deep commitment to being present in Indonesia — one of our most important markets worldwide.”

Meanwhile, Jonathan Theon Locanawan, head of marketing at Tokopedia, commented, “This collaboration with Duolingo showcases Tokopedia’s ongoing commitment to staying relevant while remaining true to our purpose of empowering communities across Indonesia, as well as the strength of our brand and marketing IPs as an iconic local brand.” 

He added, “Through this activation, we hope that millions of local sellers on our platform and the wider public can see how Tokopedia continues to be the right destination to #ShopSafe and fulfill all their shopping and daily needs. Beyond delivering relatable content that resonates with audiences, this partnership also reflects our belief that collaboration and innovation can create meaningful impact, setting a positive example for the broader digital industry.”

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The campaign, titled “Duo’s Sumo Showdown,” was developed by creative agency UltraSuperNew and production house Tetsudau. 

It featured Duo entering a mock sumo ring to face off against mascots such as Pac-Man, Donpen (Don Quijote’s penguin), and Ponta among the eight “fierce wrestlers” as captioned by the campaign. 

The live showdown drew engagements as it was accompanied by parody press conferences and mascot training sessions. 

The campaign also gained traction online, trending on X (formerly Twitter), accumulating a total of 23 million impressions across social media platforms. 

Duolingo has built a reputation for unconventional marketing campaigns that often go viral. 

The sumo event continues that trend, blending humour and spectacle to capture attention in Japan’s crowded mascot landscape.

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The campaign introduces ‘English Vaathi Duo,’ inspired by ‘Vaathi,’ the Tamil word for teacher, and filled with the style, energy, and charm of Tamil cinema. By embodying Kollywood’s mass-entry flair and adopting a nickname that reflects Tamil Nadu’s love for creative monikers, the campaign blends Duolingo’s global appeal with local cultural pride.

Duolingo and Talented tapped into iconic pop culture moments, featuring vibrant dance sequences, catchy kuthu beats, and larger-than-life theatrics to breathe life into the campaign. The result is a seamless fusion of Duo’s playful, persistent charm with the dazzling spectacle of Tamil Nadu’s superstar-driven culture.

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Karandeep Singh Kapany, regional marketing director at Duolingo India, said, “Localisation lies at the heart of our mission to make language learning accessible and relevant for everyone. With the ‘Learn English from Tamil’ course, we’re excited to offer Tamil speakers an opportunity to learn English in a way that feels culturally resonant and engaging. India’s linguistic diversity inspires us to create courses that reflect the unique needs of our users, and this launch is another step in our journey to empower learners across the country.” 

Abhishek and Nikhil Unni, brand strategy and creatives at Talented, also shared, “In Tamil Nadu, earning a moniker isn’t just about a name—it’s a rite of passage. It signifies a connection with the people, an acceptance into the cultural fabric of this vibrant state.” 

“With ‘English Vaathi Duo,’ we wanted to create a moniker that not only reflects Duo’s role as a teacher but also becomes a natural extension of Tamil Nadu’s pop culture landscape. This campaign was the result of a true meeting of minds between the brand, production, and agency teams, moving in lockstep to every stage with a shared excitement, trust, and unwavering commitment to the idea,” they added. 

The launch of the Tamil language learning course marks Duolingo’s fourth addition to its series of free, engaging, and culturally resonant English lessons taught in regional languages, following Hindi, Bengali, and Telugu.

“Duo, a mascot with a global mass appeal and an outrageous brand of humour, gave us the perfect canvas to reimagine his personality through the lens of Tamil cinema’s flair and energy. Exploring this superstar flavour for the campaign was not just a fun creative challenge but an incredibly rewarding experience that allowed us to celebrate the best of both worlds,” Abhishek Jayakrishnan and Naveen Cano, directors and co-founders at Out of Syllabus Productions, said. 

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