What is Ling?
Ling is a gamified language learning app that offers courses in 60+ languages, with a special focus on underrepresented and regional languages that other platforms rarely touch. But that definition, while accurate, barely scratches the surface of what makes this Ling language learning app revolutionary.
Unlike mainstream competitors that focus primarily on popular European languages, and some Asian languages like Japanese, Korean, Mandarin, and Hindi, the Ling app was built from the ground up with inclusivity in mind.
Ling was born out of the need of a German IT guy – Simon Bacher – to learn Thai for bonding better with his Thai wife – Khwan – and her family. This means Ling was born out of love – for a person, for a family, for a community, and ultimately for the language itself.
However, the Ling app grew beyond its founder’s needs and soon started catering to a diverse audience. It’s designed for travelers who need to learn languages with Ling for real-world navigation, expats building new lives abroad, heritage learners reconnecting with their roots, and professionals expanding their global reach. But one of its biggest flexes? It’s made for EVERYONE, not just for English speakers or people proficient in English.
So, it doesn’t matter if you know English or not – you can learn Korean via French or German via Korean, as simple as that!
What Language Courses Does Ling Offer?
| Region | Languages |
|---|---|
| East Asia | Taiwanese Hokkien, Korean, Chinese Traditional, Cantonese, Mongolian, Japanese, Chinese Simplified |
| Southeast Asia | Sundanese, Thai, Tagalog, Lao, Indonesian, Burmese, Javanese, Vietnamese, Malaysian, Khmer, Cebuano |
| South Asia | Punjabi, Telugu, Sinhala, Nepali, Malayalam, Hindi, Bengali, Urdu, Tamil, Pashto, Marathi, Kannada, Gujarati |
| Caucasus | Georgian, Armenian |
| Middle East | Turkish, Hebrew, Persian, Arabic |
| Africa | Yoruba, Somali, Afrikaans, Swahili, Amharic |
| Central Asia | Kazakh, Azerbaijani, Uzbek |
| Oceania | Māori |
| Eastern Europe | Ukrainian, Slovenian, Serbian, Romanian, Lithuanian, Hungarian, Estonian, Croatian, Bosnian, Sorbian, Slovak, Russian, Polish, Latvian, Greek, Czech, Bulgarian, Albanian |
| Western Europe | Swedish, Portuguese, Italian, Icelandic, French, English, Danish, Spanish, Norwegian, Irish, German, Finnish, Dutch, Catalan |
What Makes Ling Unique And Different From The Other Apps?
What sets Ling apart isn’t just its extensive language catalog. It is the recognition that language learning isn’t one-size-fits-all.
As a comprehensive Southeast Asian and Eastern European languages app and much more, Ling acknowledges that someone learning Tagalog for family connections has different needs than someone mastering German for business, or someone picking up Thai for travel adventures.
The multicultural/ multi ethnic/ multi linguistic team behind the app came together to identify that each learner is different and their language learning motivation is different as well.
The app serves everyone from complete beginners taking their first steps in a new language to intermediate learners seeking to refine their conversational skills.
It’s particularly valuable for those interested in language learning for travel/expats, offering practical, real-world phrases and cultural context that make the difference between being a tourist and becoming a welcomed visitor.
The Story Behind Ling: How Vision Became Reality
Every transformative app begins with a problem that demands solving, and Ling’s origin story is no different.
The founders, Simon and Khwan—language enthusiasts and technology innovators—recognized a glaring gap in the language learning landscape that mainstream companies seemed content to ignore.
Where Does The Story Begin?
In 2015, Simon (a German tech consultant) and his then-girlfriend, now wife, Khwan (from Thailand), realized that effective and culturally relevant tools for learning Thai simply didn’t exist.
“Personally, I just didn’t find anything in the market who teaches Thai in an effective, yet fun way,” says Simon. “The apps and resources that were out there are often either boring, or the content is not tailored towards that particular culture. And over time, I realized that millions of people had the same problem, not only for the Thai language but other Asian languages that are not given the love and attention they deserve,” he adds.
Driven by their shared technical backgrounds, the couple decided to create their own solution.
“Meeting Khwan and spending time in Thailand was what sowed the seed—suddenly I had both the motivation (to learn Thai, to stay longer) and the skill set (coding, product) to actually build something. So, Ling became this natural blend of my personal life and professional background,” says Simon.
What started as a side project coded in university libraries soon grew into something much bigger. Simon focused on development, while Khwan managed design, content, and user experience. Together, they wore many hats and bootstrapped the app on a shoestring budget.
“Since we are completely self funded, we had to live on a very low budget in the beginning. We pretty much worked day in day out at the university library with free water supply and cheap meals.”
Moving to Chiang Mai helped keep costs low and provided access to a diverse pool of contributors—from freelance teachers to talented local designers.
The Early Challenges: A Journey Of Perseverance, Resilience & Listening To User Needs
The early days were not without challenges. As a self-funded startup, resources were limited, and the founders worked long nights balancing consulting jobs with app development.
Simon shares a poignant anecdote. “I remember one point when Khwan was editing content late at night in the library and was so frustrated that she almost started crying. So, we knew it was time for our first hire!”
Their first major full-time hire, Minh, would eventually grow into a product team leader, exemplifying the organic way the company built itself from the ground up. User feedback poured in from the very first free version, encouraging them to push forward.
“We’ve always treated feedback as one of the main drivers of development,” remarks Simon. “Even the way we design courses today—short, bite-sized, gamified—comes directly from users saying they didn’t want long, textbook-style lessons.”
These pieces of user feedback not only validated the idea but also shaped the product—features like the Ling chatbot and offline learning were built directly in response to learner needs.
The Turning Point: Ling’s First One Million Users
A turning point came when Ling reached its first one million users, a milestone that signaled the transition from passion project to globally relevant platform. Traditional language learning apps and platforms focused on what was profitable rather than what was needed. They offered the same European languages to English speakers, ignoring entire regions and communities.
Simon and Khwan saw this as both a missed opportunity and a social injustice—why should your ability to learn a language depend on whether it’s commercially popular or whether you are proficient enough in English to learn a new language?
Today, Ling continues to focus on languages often overlooked by mainstream apps—especially Asian and other “hard-to-find” languages—making them fun, practical, and accessible. Ling offers 78 language courses in 78 interface languages. This means, you can learn Lao in French or Thai in German!
Ling’s Mission & Vision
“When we first started, the vision was simple: I just wanted a way to learn Thai properly so I could live in Thailand and connect more deeply with Khwan, her family, and the culture.” Simon shares.
“But as soon as we began building, I realized this wasn’t just my problem—there were so many people around the world who wanted to learn languages that the big apps ignored.” The inspiration struck when they encountered countless stories of people struggling to learn languages that weren’t offered by popular platforms.
Heritage learners who were desperate to communicate with elderly relatives. Business professionals who were assigned to Southeast Asian markets with no quality learning resources of learning the regional languages. Travelers who wanted to move beyond basic tourist phrases in languages like Bengali, Burmese, or Mongolian.
Their vision was revolutionary in its simplicity: create a language learning platform that serves everyone, not just those interested in the most common languages. They wanted to build something that honored linguistic diversity while maintaining the engaging, effective design that modern learners expect.
From this vision was born Ling’s mission statement: “We are the easy path to hard languages.”
What began as a simple idea to help Simon learn Thai has grown into a platform helping millions connect with new cultures, partners, families, and communities worldwide.
Looking Into The Future With Ling
Looking ahead, the founders’ vision for the next decade is clear: Ling will become the go-to platform for anyone seeking to master the world’s less-commonly taught languages.
For Simon and Khwan, success is not just measured by numbers, but by making language learning simple, joyful, and deeply human.
“Looking back, what I’m most proud of isn’t just the growth numbers or milestones—it’s the fact that something Khwan and I started as a small side project has now helped millions of people around the world connect with new cultures, partners, or families through language,” Simon reflects.
This mission shaped every aspect of Ling’s development. Rather than starting with popular languages and expanding outward, they began by identifying underserved communities and building courses designed by and for native speakers.
They prioritized quality over quantity, ensuring that each language course reflected authentic usage and cultural nuance. And that’s how Ling built a simpler way to learn hard languages.
The result is a platform that doesn’t just teach languages—it celebrates them, preserving linguistic diversity while making it accessible to a global audience.
Ling’s Rapid Growth
What started as a side hustle for an inter-race couple in 2015 has grown into a million-user platform operated by a team of 50+ employees working across the globe.
Ling’s headquarter in Chiang Mai, an expat city in northern Thailand, is a vibrant place with people over 25 nationalities working together to create something meaningful to bring different cultures together.
“It feels special that our little idea turned into something meaningful—for learners, and for the people building it with us,” Simon reminisces.
He envisions Ling becoming the go-to place for anyone who wants to learn the world’s harder-to-find languages and truly connect with another culture, in the next 5-10 years.
“My vision is that learning with Ling won’t just be about lessons. It will feel like joining a community, guided by experts and supported by technology that adapts to you,” he adds.
Who Is Ling For? Understanding The Community For Customized Learning
The beauty of the Ling language learning app lies in its versatility—it serves distinct communities with overlapping but unique needs.
Travelers and Digital Nomads use Ling to move beyond tourist interactions and connect authentically with local communities. Whether you’re backpacking through Vietnam or settling into a coworking space in Thailand, basic conversational ability transforms your entire experience from observation to participation.
Expats and International Professionals rely on Ling for practical integration into their new environments. Learning the local language isn’t just about professional advancement—it’s about building relationships, understanding cultural nuances, and feeling at home in a new place. Language learning for travel/expats becomes a survival skill and a pathway to belonging.
Heritage Learners find in Ling a way to reconnect with their cultural roots. These learners often have some passive understanding of their family’s language but need structured practice to develop active communication skills. Ling provides a supportive environment for this deeply personal journey.
Hobbyists and Polyglots appreciate Ling’s diverse offerings and cultural depth. For those who love languages for their own sake, Ling provides access to linguistic communities they might never encounter elsewhere, satisfying curiosity while building genuine communication skills.
Getting Started With Ling: Your Journey Begins Here
Beginning your Ling journey is straightforward:
Step 1: Download the app from the iOS App Store or Google Play Store .
Step 2: Browse the extensive language catalog and select your target language. You can also choose your native language as a preferred learning method.
Step 3: Explore free lessons to get a feel for Ling’s teaching style and approach.
Step 4: Consider upgrading to Ling Pro for full access to advanced features and complete course content.
Step 5: Establish a consistent daily practice routine. Even 10-15 minutes per day creates meaningful progress.
The key to success with any language learning platform is consistency rather than intensity. Ling is designed to fit into your existing schedule, making regular practice achievable regardless of how busy your life becomes.
Frequently Asked Questions About The Ling App
Is Ling Free To Use?
Ling offers both free and premium tiers. The free version provides access to basic lessons in all languages, while the premium subscription unlocks advanced features, complete course content, and additional learning tools.
Which Languages Can I Learn With Ling?
Ling offers courses in over 60 languages, with particular strength in Southeast Asian, South Asian, Central Asian and underrepresented Eastern European languages that other platforms don’t offer. The catalog includes everything from major world languages to lesser known languages.
How Is Ling Different From Duolingo Or Babbel?
While Duolingo focuses on gamification of popular languages and Babbel targets business-oriented European languages, Ling specializes in linguistic diversity and cultural authenticity. It offers many languages you won’t find elsewhere, with courses designed by native speakers for real-world communication. Also, unlike Duolingo, Ling’s language courses are NOT AI-generated. They are created by native language experts and linguists to teach languages within cultural contexts.
Does Ling Really Help Beginners?
Yes, Ling is specifically designed to be beginner-friendly while providing pathways to intermediate skills. The bite-sized lessons, cultural context, and conversational practice make it ideal for those starting their language learning journey.
Let’s Sum Up: What Is Ling?
So, what is Ling? Ling is your gateway to conversations that matter, relationships that enrich your life, and experiences that expand your worldview.
Whether you’re preparing for travel, adapting to a new home, reconnecting with heritage, or simply exploring the fascinating world of human communication, Ling provides the foundation you need to succeed.
The real question isn’t “What is Ling?”—it’s “What could your life look like with the power to connect across languages and cultures?”
Ready to find out? Download Ling today and start your journey toward meaningful multilingual communication. Your next conversation in a new language is just one lesson away.
