SHANGHAI, CHINA — This summer, Duolingo did more than join the conversation in China – it became the conversation. With the help of FRED & FARID Shanghai, the brand transformed its iconic green owl into a full-fledged social character, one that captivated millions across Douyin and RED.
Between June and August 2025, a trilogy of bold, irreverent campaigns generated more than 17.9 million views, 745,000 likes, and 400,000 reposts. What unfolded was not a typical marketing push, but a cultural phenomenon: part meme, part soap opera, and all unmistakably Duolingo.
From the outset, the ambition was clear. Duolingo wanted to enter the Chinese digital space without losing its mischievous, playful identity. Rather than adapting for the market, FRED & FARID Shanghai set out to co-create a new dialect for Duo, one that could resonate authentically with Chinese Gen Z.
The result was a version of Duo that was irreverent yet relatable, a character who could banter in feeds, surprise with stunts, and embody the rhythms of China’s hyper-social platforms. What Duolingo calls its “DNA” – humor, unpredictability, and a love of learning was distilled into “fastertainment”: quick hits of comedy and cultural relevance that made Duo feel less like a brand mascot and more like a local internet personality.
FRED & FARID Shanghai built the campaign as a serialized “social soap opera,” each act feeding into the next. Over three chapters, Duo shifted roles, built relationships, and evolved in real time – just like a character in a drama.
Act I – Owl of Many Masks
The trilogy opened with a nod to Sichuan opera’s legendary face-changing art, a one-gesture metaphor for switching languages. Duo became both performer and student, embodying transformation as a playful ritual. The chapter racked up 1.4 million views, setting the stage for bigger surprises ahead.
Act II – Duo’s Wedding (with Luckin Coffee)
July brought the summer’s most unexpected cultural moment: Duo’s “wedding” to China’s coffee giant, Luckin. Complete with limited edition drinks, collectible cups, and store activations, the stunt ignited a frenzy online and offline.
The arc delivered 12.75 million views, 587,200 likes, and 361,200 reposts with one video peaking at 4.64 million views. Products sold out within days, while remixes from creators spread the storyline even further. Irreverent, self-aware, and deeply embedded in local culture, the wedding cemented Duo as a true pop figure.
Act III – Duo Grandmaster (Monk-Mode Training)
The honeymoon didn’t last long. In the final act, Duo traded vows for vows of discipline, entering a Shaolin-inspired “monk mode.” Here, Duolingo reframed streaks not as pressure but as daily practice, aligning language learning with martial arts rigor. The campaign earned 3.78 million views, 121,600 likes, and 47,000 reposts, with its best-performing video reaching 2.48 million views.
For FRED & FARID Shanghai, the project was about more than reach – it was about crafting unforgettable cultural moments. “Cringe isn’t a stunt, it’s a craft,” explains Feng Huang, President and Co-founder at FRED & FARID Shanghai. “When it’s culturally precise and the audience is in on it, people never forget. And yes, they download the app. We’re not doing marketing in China for Duolingo, we’re creating pop culture moments. Duolingo speaks fluent feed: fast, funny, memorable.”
