Duolingo, the world’s most downloaded education app worldwide, is bringing its first-ever immersive pop-up activation to Thailand with the Duolingo Learning Pavilion at River Park, ICONSIAM. From September 18-24, 2025, visitors can experience language learning through fun, interactive activities, all in a vibrant, iconic setting. This campaign is part of Duolingo’s global strategy to create memorable, locally-inspired moments that blend fun, innovation, and the brand’s famous Duo owl mascot.
Irene Tong, Duolingo’s South East Asia Marketing Lead, revealed that “Thailand is one of the most exciting markets in the region for us because Thais prioritize language learning for education as their main motivation. At the same time, mobile learning apps are widely adopted among Gen Z – who have a desire for self-improvement while seeking fun and engaging experiences. Therefore, we want to bring these immersive gamified learning experiences in the app to life with the Duolingo Learning Pavilion campaign.”
Participants of the event can engage in fun activities such as meeting a giant 5-meter-tall version of Duo – Duolingo’s iconic green owl mascot – for a “blessing” on their learning journey, or writing their learning goals on a wishing tree which is inspired by Duolingo’s streak flames. Anyone who has more than one day streak on Duolingo also receives a special “fortune stick” for a prediction of their learning fortunes.
Irene Tong added that ICONSIAM was selected as the venue for this event as part of Duolingo’s strategy to blend global storytelling with local relevance. As a major landmark in the heart of Bangkok, ICONSIAM provides easy access to diverse audiences, including Thai Gen Z students and working professionals, making it the perfect location to bring Duolingo’s interactive, locally-inspired experience to life.
This campaign continues to celebrate Duolingo’s commitment to blending global innovation with local relevance, creating engaging experiences that resonate with audiences across the globe. Building on its strong social presence in Thailand, where the brand has garnered over 13 million likes on TikTok, Duolingo has actively participated in major local moments such as Songkran and the Phuket Pride Parade. The brand mascot Duo even made a surprise appearance which was spotted by Olivia Rodrigo during her GUTS world tour in Bangkok in 2024, further solidifying the brand’s deep connection to Thai culture.
Duolingo’s main mission is to make quality education accessible, free, and fun for everyone, enabling them to pursue various opportunities for a better future. Duolingo has recently announced two major product updates at its annual global event, Duocon 2025: a first-of-its-kind integration that brings the Duolingo Score to LinkedIn Profiles, and the expansion of its popular Duolingo Chess course with an Android launch and new player-versus-player mode on iOS. These updates showcase Duolingo’s evolution from a language learning app into a broader educational platform, and help bridge the gap between online learning and real-world impact.
All sessions, updates, and product demos are available at duolingo.com/duocon.
