SEOUL, May 22 (AJP) - Riding the global mainstreaming of K-pop, Korean dramas and streaming blockbusters, a South Korean AI language-learning startup is rapidly expanding overseas, with the U.S. emerging as one of its biggest markets.
TEUIDA, a South Korean language-learning app that uses AI voice recognition to simulate conversations with native speakers, has surpassed 6 million cumulative downloads worldwide, Chief Executive Jang Ji-woong said on Tuesday at Google’s annual I/O developer conference in Mountain View, California.
About 30 percent of downloads came from the U.S., Jang said, while users in Southeast Asia, Europe and Japan are also driving growth. Monthly active users have reached around 600,000.
Unlike conventional language-learning apps centered on memorization and repetition, TEUIDA focuses on immersive, conversation-based learning. Users speak directly to characters in filmed real-life scenarios, while AI analyzes pronunciation, context and accuracy in real time to guide the flow of the conversation.
“It’s designed to feel more like talking to someone than studying a language,” Jang said.
The company launched its Korean-language learning service first in Vietnam in 2019 before gradually expanding into English-speaking countries beginning in 2020. The platform now offers lessons in Korean, Japanese, Spanish and French, though Korean remains by far the most popular language among users.
The app currently ranks No. 1 in Korean-language learning searches on Apple’s App Store in both the U.S. and the U.K., while also placing within the top 10 for Japanese-language learning apps.
Mr. Jang said the global spread of Korean pop culture played a critical role in accelerating demand.
The company’s launch coincided with BTS’s global breakout, followed by the worldwide success of Korean content such as “Parasite” and “Squid Game,” driving interest in Korean language and culture.
In parts of Southeast Asia and Japan, Korean-language skills are increasingly viewed as useful for employment and education opportunities, adding to demand beyond entertainment consumption alone.
The company has also sought to differentiate itself by incorporating cultural context into language learning. Lessons are filmed in authentic Korean settings — from restaurants and cafes to tourist spots such as Seoul’s Gwanghwamun district — allowing users to learn how expressions are naturally used in real-life situations.
“Many users want to visit Korea and experience the culture,” Jang said, adding that the app’s appeal extends beyond simply learning the language.
Earlier this year, the company launched a beta version of its English-learning service for Korean users and plans a broader rollout later this year after incorporating user feedback.
Ultimately, TEUIDA aims to expand beyond Korean-language education into a broader multilingual learning platform.
“Our ultimate goal is to become a multilingual app for language learners around the world,” Jang said. “This year, we are prioritizing revenue growth over profitability, though improving margins will become a priority starting next year.”
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