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RIP Duo, the Duolingo owl
February 13, 2025
This week, the world lost an icon. Or so it seems. Duo, the famous owl mascot of Duolingo, is dead, confirmed by a series of cryptic social posts from the brand. The cause is yet to be determined.
As far as brand mascots go, Duo reached levels of fame that others can only dream of. He was the face of the brand and quickly became known for his amusing antics, featuring in parody videos referencing key cultural moments such as Squid Game, alongside his passion for helping people learn a new language.
Many have come together to mourn the death of Duo. The brand’s initial statement has gone viral, reaching 70 million views on X, five million TikTok views and 1.4 million likes on Instagram within 24 hours of the announcement. Singer Dua Lipa shared her condolences, along with many other brands including Nestlé, LinkedIn and the RSPB. Not to mention articles in Forbes, Fast Company, CNN and more.
Even in death, Duo continues to keep people entertained, just as he strived to do for most of his life. “We appreciate you respecting Dua Lipa’s privacy at this time” read one Duolingo statement. While the story unfolds, many are glued to Duolingo’s social feeds, hanging onto the possibility that his death could simply be an early April Fool’s.
The reaction is testament to the impact that brands can create from social media alone, and how it is still possible to manufacture viral moments. These days, many viral moments happen organically – a funny moment on live TV, or a trend that people jump on to build momentum – very rarely do deliberate moves succeed in becoming viral. But Duo’s global mourning is down to years of Duolingo championing its cute owl and making him the star of the show. Not only was he a prominent feature on the app, popping up on our phones every day in his quest to support language learning, but he was also a frequent presence on our social feeds to bring moments of joy.
Mascots come and go, but the ones that stay with us create an emotional connection. Duo knew what he stood for, and that was to create chaos. People genuinely cared about him and happily engaged with his antics.
And in his death, the chaos continues. Above all, Duolingo has kept us guessing – a way to continue the conversation and keep our attention on what’s next. Surely Duolingo won’t kill off its much-loved mascot? Or will it? We’re all staying tuned to find out.
By Emma Walkom