What is transcreation?

[sumonasumonakha.t]

Transcreation vs. Translation


Marketing in any territory demands a carefully conceived and tailored approach. Japan presents specific challenges courtesy of the unique culture of the country. Crafting the right content is vital if marketing messages are to connect with the Japanese audience and then deliver sales.


Content that would be highly effective in the West may fail to resonate in Japan. For this reason, it is croatia mobile database often necessary to move beyond translation and to utilise transcreation instead.


But what is transcreation and when should you consider using this approach when marketing to a Japanese audience?


What is transcreation?
Translation is the art of replacing words in one language with corresponding words in another language. Of course, professional translators will also localise source texts when necessary. Literal translations of cultural references and idioms would often deliver content which at best fails to resonate with a new audience and at worst simply wouldn’t be understood. However, even when heavily localised, translated text and content remains largely faithful to the source material.



Transcreation, as the term suggests, is a more creative endeavour. Transcreators use their writing skills and cultural knowledge to produce new original content but while maintaining the concept, tone and intent of the original material. They work to a creative translation brief rather than with the source material. Their deep understanding of how the target audience or target market thinks and behaves enables them to craft content that inspires.


When is transcreation the best approach?
Translation is suitable for informative and factual material but transcreation represents a better approach when it is necessary to inspire an emotional response. If it is how your readers feel about your content that matters rather than what they learn, then transcreation is the way to go.

So, which Japanese marketing content can be translated, and which should be transcreated?