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Marketing translation and transcreation (bilingual)
We specialize in marketing translation and transcreation, in both Japanese and English, and with a focus on tourism and sustainability. When we adapt Japanese or English marketing content, we ensure that the original message’s intent is fully preserved. This process goes well beyond simple translation. It involves capturing cultural nuances, adapting idioms, and considering the target audience closely.
Marketing translation
We translate your marketing materials into clear and natural language appropriate to the audience. At the same time, we keep the meaning, tone, and structure of the translated text close to the original while highlighting any changes. For example, when translating from Japanese we often suggest breaking up long sentences to make the text easier to read, or explaining Japanese food terms that English readers might not know.
The translation process is more straightforward than transcreation and is often suitable for long texts or when the deadline is short. We can assemble a team of translators for large projects.
Marketing transcreation
Transcreation is “translation plus copywriting”. You might choose this when you want to localize marketing materials to make them culturally and emotionally relevant to your target market. Often, a literally translated Japanese text will come across as too polite in English. On the other hand, attempting to translate English-language humour into Japanese will require a subtle and creative approach.
During transcreation, we often write the English or Japanese from scratch. This is similar to copywriting, but also relies on our knowledge of both languages and cultures. We might use a brief and background materials in either language, or conduct additional research. As we transcreate your text, we will provide multiple options and allow for several rounds of review.
From sustainable housing equipment to high-end Japanese cuisine
Here are some examples of recent projects. But every marketing translation and transcreation is different, so please contact us with your exact requirements. We will provide an estimate of the time and cost.
Over fifty articles for an English news website on Japanese sustainability start-ups
We translated the Japanese articles and adapted them to an English-language journalistic style.
Transcreation of a large number of short articles for a directory of Japanese hotels, restaurants and shops
We edited details such as culinary terms and historical references to make the articles more readable in English.
A sustainability report for a global Japanese food manufacturer
We transcreated the report into clear, natural English.
Sustainability-related materials for a global Japanese housing equipment company
We transcreated the texts into natural English that aligns with the company’s existing investor and marketing materials.
Campaign materials for an international online accommodation marketplace
We helped transcreate texts and video subtitles into engaging and effective Japanese
Presentations and video subtitles for a UK gym company
The Japanese materials were used to help the company expand into the Japanese market.
Recent Posts
- Translating a memoir by Kodo Nishimura November 16, 2022
- When (and when not!) to use NMT November 6, 2022
- Seeking Japan’s 72 seasons in London December 9, 2021
- Ikigai and 42 other Japanese words for a mindful life February 28, 2019
- Translation or transcreation? February 15, 2019
Connect with us
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Professional affiliations
Tony is a qualified member of the Institute of Translation and Interpreting (ITI). Tony and Yoshie are members of the Japanese language specialist network of the ITI.
Partner organizations
WeDoJapan is an official business partner of Export to Japan, a project led by UKTI to assist UK companies doing business in Japan. See here for more details.
