The world’s No. 1 language learning app, “Duolingo,” was founded with the mission of “providing equal educational opportunities to everyone.” To provide free education with such a clear purpose, a sustainable business model was necessary. Duolingo tested revenue-generating options such as subscriptions, language proficiency tests, and ads without compromising the learning experience. At the same time, it developed a curriculum based on international standards and leveraged generative AI to create diverse learning content. Notably, it actively incorporated game elements like experience points and leagues into the learning process, allowing users to enjoy learning foreign languages. On social media, it continues to present unconventional content focused on entertainment, achieving organic growth.
In February of this year, anyone who heard the news of the green owl’s death was likely someone who actively engages with social media and keeps up with trends. Globally influential figures, such as the world’s No. 1 YouTuber “MrBeast” and Netflix joined the online funeral, posting tributes to Duo, the mascot of the language learning app “Duolingo,” on their social media accounts.
In reality, various disturbing rumors circulated about the death of “Duo,” the mascot of the foreign language learning app “Duolingo.” Luis von Ahn, the founder and CEO, announced that Duo had been “run over by a Cybertruck,” but the official cause of death was “because users didn’t complete their English lessons on time.” He revealed that someone who harbored resentment against Duo for persistently nagging users to study was suspected of “murdering” him. Duolingo launched a campaign stating that ‘to save Duo, users worldwide must unite in their studies,’ and users participated in ‘saving Duo’ by eagerly enjoying game-format foreign language lessons that could be casually completed in 5-10 minutes daily, while frantically collecting more experience points (XP) to advance to higher leagues. Fortunately, thanks to the enthusiastic participation of users worldwide, Duo successfully “resurrected” and continues to persistently nudge users to study.
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This content was translated into English by AI (using DeepL) from an article that was originally written in Korean in the DBR (Donga Business Review). Therefore, please understand that there may be some awkward expressions.
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