Duolingo Enters the Japan Market with “Duo’s Sumo Showdown”

Source: Duolingo

When a brand is going to enter a new market, it is essential that it not only understands the culture of the market but also how to authentically connect with it in ways that is respectful as a newcomer … and that comes with a deep realization of the cultural nuances and of the communities that make up the many layers of culture.

Along with a spectrum of experience in how to enter markets skillfully, around the world.

Which is exactly what Duolingo has done in entering the Japan market. The cultures and communities of Japan run deep, and a brand can’t simply and quickly insert itself as an outsider thinking that it will gain immediate acceptance.

Oh no no no.

Duolingo has some experience entering markets, and it shows just that in how it has entered Japan.

Duolingo wisely utilized its beloved character/mascot Duo and paired it with other mascots in Japan to make a perfect entrance, using a deeply-embedded tradition of Sumo Wrestling. Duo challenged these other Japanese mascots to matches on their terms and on their turf, with influencers helping to get the messaging out. The result was virtually immediate engagement and acceptance.

Here is “Duo’s Sumo Showdown” …

The campaign included a series of social posts where Japanese fans could get to know the part-human characteristics/traits of Duo and how the character engages with the local mascots to get to know the lay of the land … generating content that lives on and on, amplified by fans and influencers to bring a smooth entry into the Japan market for Duolingo.

Well played, with experience.

What’s your experience? JIM