"I'll become a master in Chinese for Duo": Internet hilariously plays along as Duolingo urges users to complete lessons to revive the owl

Duolingo, the app used to learn languages, is calling on people to complete their lessons to "unlock more about the investigation". The request comes after the news of the death of its beloved owl mascot, Duo, triggering an outpouring of responses all over the web.

The company posted the news on social media, saying, in part:

"It is with heavy hearts that we inform you that Duo, formally known as The Duolingo Owl, is dead".

Duolingo also stated that the authorities are probing the reason behind Duo's death and that the company is fully cooperating. The company is now jokingly asking users to finish their lessons.

The follow-up post stated:

“We’ve heard from authorities the best way to channel your grief and unlock more about the investigation is to do your lesson. Together, if we really try, we can bring Duo back.”

It was paired with a photo of a seemingly dead Duo owl with the caption that stated:

"You killed it. Literally"

Another photo depicts a "February Challenge" to "bring Duo back to life".

The daily missions consist of "Help pay for Duo's coffin", "Learn how Duo died" and "Extend your streak as tribute".

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Social media reactions

An X (formerly Twitter) user jokingly stated:

"ill become a master in Chinese for duo."

One user humorously stated:

"We love Duo so much so we will pause lessons and mourn for a whole year."

Another user highlighted:

"Marketing team going crazy with this one"

A user went on to say:

"If you play this long enough, on April 1 you can announce a new owl, TrioLingo lmao."

A user commented:

"I see what you’re trying to do you owl"

Sharing an iconic The Undertaker meme, a user stated:

"Duo when I refuse to help pay for his coffin."

A user joked:

"We're gonna do some necromancy and bring back Dua Lipa one lesson at a time."

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Duolingo's supposed death

The initial announcement came with a witty tease that Duo could have expired from waiting for users to finish their lessons, taking a dig at the owl's constant reminding.

The post also joked and asked users to not comment with reasons they dislike Duo. If they just had to do so, however, they were asked to enter their credit card information so that they would automatically be enrolled for Duolingo Max in his memory.

Duolingo updated its social media profile photos and app icon to show a picture of the bird with Xs for eyes to indicate Duo's passing.

The internet replied with memes and rumors, as different brands hopped to join in to mourn.

The World Health Organization, Netflix, European Space Agency, Chipotle, Halo, and Assassin's Creed all posted mourning tributes.

Netflix uploaded a clip of Duo being knocked out of Squid Game.

Pop singer Dua Lipa, with whom Duo has been humorously associated in the past, jokingly responded with, "Til' death duo part," and a broken heart emoji.

In another clip, Duo seemed to have been knocked out by a Tesla Cybertruck.

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Probable marketing ploy by Duolingo

The news of Duo's death has been widely suspected as a marketing ploy. Duolingo has adopted a "wholesome and unhinged" brand voice, and Duo's death fits with that strategy.

The company has been known for taking creative risks, such as an April Fool's Day joke in which they broke the news of a multilingual four-hour musical called Duolingo on Ice!

Duolingo has adopted internet culture, introducing its owl mascot and social media persona with a humorous twist, challenging the limits of conventional corporate speak.

This isn't the first time a brand has "killed off" its mascot as a marketing ploy. Planters killed off Mr. Peanut in 2020 ahead of the Super Bowl, which was a ploy to rebrand their mascot.

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Duo's legacy

Duo became famous as a meme in early 2019, with the Evil Duolingo Owl meme spreading far and wide.

In 2021, the owl went viral on TikTok, where Duolingo posted lighthearted, funny videos featuring a life-sized version of the character.

Zaria Parvez, Duolingo's global senior social media manager, has stated that the owl represents the app's philosophy of making learning a language, fun and interactive.

Although Duo's passing has been revealed, the character is bound to return in a different format sometime in the future. Meanwhile, Duolingo has been urging users to complete their lessons to "unlock more about the investigation".

Duolingo spokesperson shared with E! News:

“For years, he tirelessly reminded millions to do their language lessons—sometimes with gentle nudges, sometimes with sheer, unhinged persistence.”

“But even the most relentless of birds can only take so much. Our app icon reflects this tragic loss with 'Dead Duo.' There is an ongoing investigation that we cannot comment on extensively at this time.”

“We know no owl as dedicated as Duo just drops dead without a story. Keep an eye on our social channels as we uncover the shocking (and possibly absurd) truth behind his untimely demise.”