Duolingo has teamed up with Indonesian pop star NIKI to start a creative campaign to get Gen Z in Indonesia to learn more languages. The campaign runs from March 26 to 31, 2026, and it uses music to make learning English more fun and interesting.
The project builds on how kids today learn languages through music, social media, and digital content, using song lyrics as a way to make learning easier.
Learning About Music and Culture
The campaign is based on a simple idea which is you don’t always have to learn a language in a classroom. A lot of young Indonesians are already picking up new words and phrases from songs and talking to people online.
Duolingo does this to make learning feel more natural. This shows that even listening to music can help you get better at a language over time.
Why Gen Z and Indonesia are Important
Indonesia is still one of Duolingo’s fastest-growing markets, and there is a lot of demand for language learning. Almost 28% of the people in the country are Gen Z.
This group is very connected to global culture and often learns English through entertainment before school. This means that music is a powerful and useful way to learn.
NIKI’s Creative Campaign
At the centre of the campaign is a fun video inspired by NIKI’s song “Backburner,” featuring Duolingo’s mascot.
It also includes social content where NIKI explains her lyrics, helping fans understand everyday English in a simple way.
Outdoor installations in Jakarta also bring the campaign into public spaces, turning song lyrics into fun reminders to keep learning.
Making Learning Easier to Access
This partnership shows how connecting learning to everyday life can make it more engaging. Duolingo keeps making learning easier and more fun by combining music, stories, and digital content.
It also shows how learning a language can help young people in Indonesia find work all over the world.
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FAQs
1. What is the Duolingo and NIKI campaign about?
It is a campaign that uses music to encourage Indonesian Gen Z to learn English in a fun and simple way.
2. Why is the campaign focused on Gen Z?
Gen Z is a large and tech-savvy group in Indonesia that often learns language through music and digital content.
3. When is the campaign running?
The campaign runs from 26 to 31 March 2026.
