Duolingo brings first immersive pop-up pavilion to Bangkok's ICONSIAM

Duolingo is bringing its global brand to life in Bangkok with the launch of its first-ever immersive pop-up activation in Thailand. Running from 18 to 24 September at River Park, ICONSIAM, the Duolingo language learning pavilion offers visitors a gamified, interactive experience designed to showcase the fun side of learning.

The activation highlights Duolingo’s commitment to combining global storytelling with local relevance. Guests can meet a five-metre-tall version of the brand’s owl mascot Duo, write down learning goals on a streak flame-inspired wishing tree, or receive a “fortune stick” predicting their learning journey if they already hold a streak on the app.

“Thailand is one of the most exciting markets in the region for us because Thais prioritise 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,” said Irene Tong, Southeast Asia marketing lead at Duolingo. “Therefore, we want to bring these immersive gamified learning experiences in the app to life with the Duolingo learning pavilion campaign.”

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ICONSIAM was chosen as the venue due to its central role in attracting both Thai students and working professionals. “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,” the firm said.

The pavilion builds on Duolingo’s growing cultural presence in Thailand. The brand has accumulated more than 13 million likes on TikTok and participated in local cultural moments including Songkran and the Phuket Pride Parade. Its mascot Duo even made a surprise appearance during Olivia Rodrigo’s GUTS world tour in Bangkok in 2024, underscoring the brand’s resonance with Thai audiences.

Globally, Duolingo continues to evolve from a language app into a broader educational platform. At Duocon 2025, the company announced a new LinkedIn integration allowing users to display their Duolingo Score on professional profiles, alongside updates to its expanding chess course, which now includes an Android launch and a player-versus-player mode on iOS.

In Singapore recently, Duolingo teamed up with Luckin Coffee on a playful campaign featuring a limited-edition Pandan Coconut Latte and exclusive merchandise, bringing the app’s gamified spirit to life in a regionally inspired coffee experience.

Duolingo offers gamified lessons in languages, maths, music, and chess. With over 250 language courses ranging from Spanish and Japanese to Navajo and Yiddish, the platform’s mission is to make high-quality education universally accessible.

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