JAKARTA - Duolingo, the leading language learning app, announced a new strategic collaboration with the e-commerce platform Tokopedia, which has now captured public attention.
The collaboration began with a TikTok stunt, when Duo (Duolingo's mascot) took over Tokopedia's account with the message, "Not Tokopedia, don't ask for promos."
Meanwhile, Toped (Tokopedia's mascot) also appeared on Duolingo's account, writing, "I don't teach languages." This identity swap went viral and was enthusiastically received by netizens.
Beyond social media, the two brands will also display side-by-side billboards in central Jakarta and host a K-Pop dance battle between Duo and Toped at Gelora Bung Karno Stadium on November 2, 2025.
Furthermore, as part of this collaboration, Duolingo announced the launch of its first official merchandise store in Southeast Asia, which will be available through the Tokopedia platform and is scheduled to officially open on November 11, 2025.
"Our collaboration with Tokopedia, Indonesia's leading e-commerce platform, to launch Duolingo's first official merchandise store in Southeast Asia is an important step in bringing these characters closer to the local audience," said Irene Tong, Duolingo's SEA Marketing Lead.
Meanwhile, Tokopedia's Head of Marketing, Jonathan Theon Locanawan, also emphasized that the collaboration demonstrates Tokopedia's ongoing commitment to remaining relevant while remaining true to the company's core purpose of empowering communities across Indonesia.
"This partnership reflects our belief that collaboration and innovation can create meaningful impact and set a positive example for the development of the digital industry in Indonesia," he concluded.
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