Spotlight 7: A Conversation on Transcreation

In global communication, words are key to building connections. At K&L, we specialize in capturing cultural nuances to ensure every message truly resonates with our clients’ audiences. Meet Rachel Kan, Matt Lyne, and Mika Inoue, who, beyond their primary roles, play a crucial part in transcreation, making sure that marketing messages connect deeply with audiences around the world.

Could you introduce yourselves and tell us about your roles at K&L?

Rachel: Hi. I’m Rachel, a copywriter and planner here at K&L. I work with a variety of clients, with a main focus on a healthcare brand. I help guide their global content from start to finish, making sure it fits their international needs.

Matt: I’m Matt, also a copywriter and creative planner. I work closely with a camera manufacturer, focusing both on cameras and lenses. I’m involved from the early conceptual and strategic planning stages through to content creation, including video production and photo deliverables. I also often handle the copy for the content I work on.

Mika: Hello, I’m Mika. At K&L, I focus on copywriting and planning, with a special emphasis on translating clients' messages from Japanese to English. My job is to ensure that the copy is both accurate and resonates meaningfully with the target audience.

What part of your work involves transcreation and localization?

Rachel: When working with clients in the healthcare sector, we start by interviewing professionals who use medical devices, such as　microscopes. We then create content, such as articles or videos, in both Japanese and English. I work closely with the Japanese team to ensure we’re aligned on the content’s direction and that it effectively engages a global audience.

Matt: Many of the projects I work on start with briefs and documents in Japanese, which often reflect a Japanese perspective. These ideas need to be adapted for a global audience, whether by suggesting changes after the initial brief or during content planning. For instance, video content often requires different aesthetics and storytelling for international audiences than it does for Japanese viewers. Understanding what resonates globally is crucial and a major part of transcreation. Since our work is often technical, I also focus on adjusting nuances and idioms that don’t translate directly when writing copy.

Mika: As Matt mentioned, transcreation goes beyond just translating words; it’s about adapting messages to different cultural contexts. My role is to preserve the essence of the message while ensuring it remains relevant and impactful for the target audience, whether in English or Japanese. This requires a deep understanding of both languages and the products we work on, along with close collaboration with clients and our team.

How do you view the role of AI in translation and transcreation?

Rachel: AI is great for handling the technical side of translation, like fixing grammar, choosing the right vocabulary, or even doing research. But when it comes to grasping cultural nuances and emotions, human expertise is essential.

Matt: AI is a powerful tool if used appropriately and with a great deal of caution, but it very often misses the context and subtle cultural differences that can change a message’s meaning. Our job is to ensure translations are not just accurate but also culturally fitting.

Mika: AI can definitely speed things up, but it’s up to us to add the cultural depth that AI can’t provide. We ensure the final product resonates with the audience, not just in their language but within their cultural context.

Rachel: Exactly. Transcreation can be tricky if you’re not familiar with the cultures involved.Take Disney movies, for example. In Inside Out, there’s a scene where the young character dislikes a certain food; in the original version, it’s broccoli, but in the Japanese version, it’s changed to green pepper. This adjustment makes the content more relatable to a Japanese audience, and that’s the kind of cultural nuance we aim for.

What qualities are important for someone working in transcreation and localization?

Rachel: They should have a deep understanding of both cultures and languages and maintain a constant curiosity about what’s new, as culture and language are always evolving. Strong storytelling skills are also important.

Matt: Good communication skills are key, along with adaptability and creativity in addressing cultural differences. Being open to learning about different cultures and unfamiliar products and services is also crucial.

Mika: I think empathy is important. They should understand the target audience’s perspectives, and also have strong linguistic skills, cultural insight, patience, and attention to detail.

Thank you for sharing your insights with us!?