Duolingo English Test gains in popularity across China

Duolingo, a United States-based edtech company, is ramping up efforts to expand its presence in China, betting big on the country's growing demand for English proficiency tests.

Since entering the Chinese mainland market in 2020, Duolingo English Test has rapidly gained in popularity, reshaping the landscape for Chinese students seeking to study abroad. Now it is positioning the country as a critical driver of its global growth strategy.

"China is one of the most important overseas markets for Duolingo and the Duolingo English Test," said Rogelio Alvarez, vice-president of business for Duolingo and general manager of the DET. "It has the largest foreign language learning population in the world. We have invested in China-specific studies and initiatives, and we will continue to do so."

DET is used as proof of students' English language proficiency for applying to universities overseas. It has changed traditional English testing norms by offering tests at a quarter of conventional costs — anytime, anywhere. Currently, over 5,500 top global institutions accept the test, including 96 of the top 100 universities as ranked by US News.

Wang Chen, head of China growth for the DET, emphasized this convenience: "DET has already served hundreds of thousands of Chinese test-takers from over 1,300 cities and counties, helping them cross language barriers and achieve their study-abroad dreams." The test has seen a surge in adoption, especially in top-tier and emerging cities where demand for overseas education is robust.

Kevin Hostetler, head of institutional success of the DET, highlighted that DET not only offers an option that is more convenient and accessible than taking a traditional English test, but also helps expand the reach of institutions to find students. "Most of the traditional test centers are located in large cities. For many applicants who might live in a suburb or a rural part of the country, they now have access to the DET, which then expands their abilities to apply to universities," he said.

Duolingo data show that Chinese students, known for their diligence, tend to take the DET multiple times, striving for higher scores. "Compared to other countries, Chinese students take the test the most often," said Wang. "Their dedication to improving their scores reflects their seriousness about studying abroad."

Moreover, with an average age of 21, the demographic of DET test-takers in China is notably younger than their international counterparts. "The growing number of high school students preparing to study abroad is a clear sign that demand for foreign education is starting earlier in China," noted Wang.

Among Chinese students' study-abroad destinations, while the US remains a popular choice, countries like the United Kingdom, Canada, Australia, and Singapore are attracting an increasing number of Chinese students, DET data show.

"The Chinese market, home to more than 27 percent of the international students in the US, remains critical to DET's global expansion efforts," Wang said. "We prioritize the unique needs of Chinese students by focusing on product innovation, brand-building, and deepening partnerships within China's education ecosystem."

DET has also made efforts to strengthen its local presence in China by partnering with educational institutions, international schools and Sino-foreign universities, including Shanghai New York University and Wenzhou-Kean University.

Meanwhile, Wang said the company is expanding DET's use beyond study-abroad applications, and many international schools have adopted the DET for admissions and placement exams.

"DET is committed to growing its partnerships with Chinese educational institutions, educators, and other stakeholders," Wang added. "We're expanding the use of DET beyond study-abroad scenarios and tapping into the growing demand for English proficiency assessments in domestic educational settings."

Currently, Duolingo's revenue is mainly from subscription fees, advertising, the Duolingo English Test, and in-app purchases.

Looking ahead, the company sees further room for growth in DET businesses. Julie Chapman, senior institutional engagement executive of the DET, noted that while undergraduate programs in the US have broadly accepted the test, convincing graduate programs, which operate more autonomously, remains a challenge. "We have over 300 graduate programs at private and public institutions across the United States. There's significant opportunity for us to continue to grow that number. And that's something that the team specifically is working on," she said.