Unveiling language learning patterns, attitudes and perceptions in India, Duolingo released the 2021 Duolingo Language Report in the country. Taking a deeper dive into the impact of culture on language learning, Duolingo also conducted additional research in India in association with an international data and analytics group.
Influenced by pop culture, Indian millennials and Gen-Z – especially between the age groups of 17 to 25 – are responsible for the rise of Korean learning in India. Korean has climbed up the ladder of most popular languages becoming the fastest growing language in India and has comfortably established itself as the 5th most popular language in the country. This rise can be attributed in-part to the release of popular TV series Squid Games in 2021.
As India tunes into more Korean entertainment and listens to more K-pop, language study has been reframed as something that complements and supports interests and other activities – not just something required in a classroom. In fact, according to a survey conducted by Duolingo, over 56% respondents said that they were influenced to learn a new language by pop culture trendsetters including movies, OTT shows and web series.
Commenting on the 2021 edition of the Duolingo Language Report, Country Marketing Manager in India, Karandeep Singh Kapany said, “With a young India wanting to stay connected to local and global culture we have witnessed most traction on Duolingo from the 17 to 25 age bracket, across languages. As Indians increasingly move to virtual learning platforms that are fun and effective, we look forward to further tailoring courses for the Indian learner and meeting their language learning needs.”