Transcreation — authentic and culturally appropriate translations for your target markets

Why transcreation?

Are you looking to enter a new market and need something more than a straightforward, linguistically correct translation? Are you looking to guarantee that specific groups and cultural aspects are also considered and that the translated text is adapted accordingly, if necessary? When product texts are translated for the purpose of entering new markets, it is often not enough for the translation to be linguistically correct. Nearly as important is the text's adaptation to the target country and/or the target group — what works well in Germany, for example, might not in India.

Examples of successful transcreation

Religious and cultural traits affect other areas of life, too: In Eastern Asia, for example, there is a widespread belief that certain numbers will bring misfortune. During the transcreation of a catalogue text then, these numbers would be replaced by others. Puns, idioms and jokes rarely have a one-to-one translation. A translator specialising in transcreation has a special talent for transferring these turns of phrase into the target language in such a way that they are understood by the target audience, eliciting the same feelings they did in the source language. This applies in particular to product names, claims and slogans that are either difficult to express in the target language or may already have a meaning.