A Convenience Store is Getting a Duolingo Twist
It started with stickers on telephone poles in Shibuya. The kind you usually walk past without noticing. But this one had Duo the Owl on it, staring me down. A QR code, a hint. It was part of something bigger. Something about a konbini, something about Duolingo.
By the time people pieced it together—through Instagram stories, Discord threads, and group chats full of guesses—it became clear: Duolingo was launching a pop-up store called DUOMART. Not just anywhere, but right in the heart of Tokyo’s Shibuya district. The pop-up is scheduled to run for thirteen days only, from December 18 to December 30, 2025.
The Brand Behind the Green Owl
Duolingo was launched in 2011 with a simple purpose in mind: to make language learning accessible to all. From its humble beginnings as a website, it has since grown into a cultural phenomenon, offering over 100 courses in 40 languages and is one of the most frequently downloaded educational applications on the planet.
As of Q3 2025, according to the shareholder letter, 135.3 million monthly active users (MAUs) and 50.5 million daily active users (DAUs) are recorded at Duolingo.
The company was established in 2021. As of December 2, 2025, their market capitalisation is somewhere in the ballpark of between USD 8.44 billion and USD 8.86 billion.
The company’s profits have grown on multiple fronts: ads, premium subscriptions (Duolingo Plus), and newer revenue lines have been introduced from exciting ventures like the Duolingo English Test and their early education app, Duolingo ABC.
The brand’s success is grounded in habit formation, gamified design, and a personality that doesn’t take itself too seriously. Its social media presence alone has millions of followers across platforms, thanks to Duo’s now-iconic unhinged humour.
Not Just a Pop-Up—A Brand Turning Tangible
The concept is unexpected. Duolingo, the language app that lives on your phone, is creating a physical store. Not just any store. A konbini-style shop—modelled after Japanese convenience stores. The kind you visit daily for snacks, stationery, or just a break from the street.
This design isn’t just aesthetic. It matches Duolingo’s approach to language learning. Bite-sized. Habit-forming. Built into your day. And now, it’s built into Tokyo.
Inside DUOMART—when it opens—fans can expect character-themed displays, bright visuals, and photo zones dedicated to Duo, Lily, Zari, and Oscar. The same characters that send you reminders to practise are now part of an offline environment you can explore in real life.
What We Know So Far
Duolingo hasn’t released the full list of products but confirmed that DUOMART will offer exclusive merchandise. Think plush toys, limited-run apparel, stickers, and stationery. You won’t find them online. You won’t find them elsewhere.
The pop-up will be open from 10 AM to 8 PM daily and is expected to draw foot traffic from both local fans and visiting tourists. The exact address hasn’t been shared yet. Instead, clues are being placed around Shibuya between December 1 and 4. The final reveal is expected on December 5.
It’s a marketing move that fits the brand: playful, gamified, and driven by its character-first appeal.
Why Tokyo? Why Now?
Duolingo has over 135 million monthly active users globally as of Q3 2025. Japan is one of its steadily growing markets, especially since the launch of its Japanese-for-English speakers and English-for-Japanese learners courses.
Shibuya sees over 2.4 million people passing through daily. It’s not just high traffic—it’s cultural relevance. Tokyo’s convenience store culture is strong. By choosing the konbini as a format, Duolingo is speaking a local language without using words.
The timing is deliberate. The end-of-year holiday period typically brings a drop in app engagement. Instead of pushing notifications, Duolingo is showing up physically—in one of the busiest cities in the world—to stay top-of-mind when habits tend to slip.
What This Means for Duolingo Fans
If you’re someone who opens the app daily, tracks streaks, or posts Duolingo memes, DUOMART feels like a gift. It’s not teaching new grammar. It’s acknowledging the user journey.
The characters you interact with through screens are stepping into the real world. That crossover—between digital and physical—is rare for an edtech brand.
The launch clues, photo zones, and themed visuals are designed with fans in mind. It’s not a generic brand activation. It’s something that recognises fan culture and treats it with care.
A Step Toward Something Bigger?
There’s no official word on whether DUOMART will go global. We can’t verify if this is the start of a broader retail strategy. But we can observe what it represents.
Duolingo is experimenting with new ways to deepen user engagement. Beyond push alerts and streak reminders, the brand is creating a real-world presence—without losing the quirks that built its fanbase.
This isn’t about scale. It’s about resonance.
For those in Tokyo later this December, DUOMART will be more than a place to buy merch. It will be a chance to walk into the world you’ve been part of online.