Cross-cultural communication: Transcreation is no longer just about language

Phoebe Shen and team

RF Thunder SG’s Phoebe Shen and team explain how a Chinese company going global, or an international brand wanting to localise in a particular market, can enable mutual cultural understanding with their overseas partners.

Creating cultural advantage

This article is part of a series of articles from the WARC Guide to creating cultural advantage. Read more

“Language is just a tool; what’s more important is learning about unfamiliar cultures and histories, the humanities and life in other countries.”

I came across this comment in my WeChat Moments. For someone like me who has been in Singapore for almost a year after relocating from China, this statement resonates deeply.

In October 2022, I arrived in Singapore to begin a new chapter in my life. Before that, I had spent 10 years living and working...

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