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Localization vs. Translation: Why It Matters for Success in the Japanese Market

Effective communication across different languages and cultures is crucial when expanding into international markets in today’s globalized world. This is where localization comes in.

But wait…What exactly is localization? Many people, including marketers, may confuse localization with translation, but these processes serve distinct purposes. Let’s explore the key differences between translation and localization in this blog.

What Is Translation?

Translation involves converting text from one language to another while aiming to preserve the original meaning and convey the message accurately. This process is more than just swapping words. Translators must consider language structures, idioms, and cultural references to maintain the nuances and tone of the original text. For example, the English phrase “break the ice” cannot be directly translated into Japanese. Instead, a skilled translator would use an equivalent expression, like “場を和ませる (ba wo nagomaseru),” to convey the idea of making people feel comfortable in a social situation.

What Is Localization?

Localization, on the other hand, encompasses more than just translation. It involves adjusting date formats, currencies, design, and color schemes to align with local preferences. The goal is to make the content feel native to the audience. For instance, consider a mobile app with a storyline featuring a gay character. While this may be socially acceptable or celebrated in Western countries, it might be viewed differently in other regions, like parts of Asia, due to cultural or religious beliefs. In such cases, localization might involve modifying the character to better suit the social norms and expectations of the target market.

Why You Should Localize for the Japanese Market

Why is it important to localize for the Japanese market? With over 125 million native Japanese speakers, Japan has the world’s fourth-largest economy. Japanese culture, from anime and manga to cuisine and fashion, has become globally popular. Localizing content for the Japanese market is a great way to tap into this influential and sizeable market.

Conclusion

In conclusion, translation is an essential part of localization, but the latter goes beyond translation by adapting content to fit the cultural and linguistic norms of the target audience. By localizing content, you can break the language barrier and reach new markets.

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