JAKARTA - Duolingo, the world's most popular language learning app, has collaborated with NIKI, an Indonesian global pop singer, to launch its latest music-themed campaign.
Running from March 26-31, this campaign presents a more fun learning approach by turning song lyrics into an interactive language learning experience.
This initiative is also in line with the trend among Indonesian Gen Z who are increasingly fond of learning languages through music, social media, and global pop culture.
According to the Central Statistics Agency, Gen Z now accounts for almost 28% of Indonesia's total population, making it the largest demographic group in the country.
As a generation close to technology, many of them were first exposed to the language through song lyrics, digital conversations, and entertainment, even before learning it formally at school. This campaign comes in response to this learning pattern.
By using the Duolingo method which emphasizes interactive practice instead of memorization, this campaign shows that language can be learned more vividly through culture, especially music.
"This collaboration feels special to us. At Duolingo, our learning method is designed through short, fun sessions. Music has a similar way of working," said Irene Tong, Regional Marketing Manager, Southeast Asia.
With over 5 billion streams on Spotify and appearances at prestigious international stages such as Coachella, NIKI has emerged as one of Indonesia's most influential artists on the global stage.
"If this collaboration can help fans better understand the meaning behind the lyrics, it would certainly be something very meaningful to me," said NIKI.
Duolingo and NIKI will also release a series of social media content featuring NIKI reviewing his song lyrics, discussing slang, implied emotions, and the meaning behind everyday English expressions.
This collaboration reflects Duolingo's broader mission to make education more accessible, enjoyable, and close to everyday life.
The English, Chinese, Japanese, Arabic, and French versions are automatically generated by the AI. So there may still be inaccuracies in translating, please always see Indonesian as our main language. (system supported by DigitalSiber.id)
