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","In the software world, RTL is a [locale](https:\u002F\u002Flocalazy.com\u002Fdictionary\u002Flocale) property that needs to be considered during l10n processes.\n\nPopular languages with RTL [text directionality](https:\u002F\u002Flocalazy.com\u002Fdictionary\u002Ftext-directionality) are:\n- Arabic\n- Hebrew\n- Persian (Farsi)\n- Urdu\n- Kurdish\n- Pashto\n- Aramaic\n- Syriac\n\nOriginally, the Chinese, Japanese and Hangul scripts were written right-to-left. Other ancient languages like Old Norse, Old Hungarian, Phoenician and Egyptian hieroglyphs also used RTL directionality.\n\nMost global languages today, like English or Spanish, are LTR – that's why localizing RTL scripts requires extra care and attention. A solid translation management system that includes [the appropiate design tools](https:\u002F\u002Flocalazy.com\u002Fdocs\u002Ffigma\u002Fplugin-introduction#common-i18n-issues-with-designs) to accomodate the differences in directionality and formatting is needed for RTL scripts. This includes post-translation through desktop publishing tools (DTP).","rtl",[],{"id":1889,"status":8,"owner":1881,"created_on":1890,"title":1891,"excerpt":1892,"content":1893,"slug":1894,"meta_title":877,"meta_description":877,"canonical":877,"related_terms":1895},134,"2023-10-24T10:37:04.000Z","UX","The process in which a user interacts with a digital product or service. ","User Experience (UX) is crucial to understand the needs, wants and limitations of customers during their journey with a product\u002Fservice. It aims to provide them with the most satisfactory experience possible.\n\nUser experience research encompasses all touch points of the user's interaction with a company and its products\u002Fservices, including:\n\n* Accessibility\n* Usability\n* Relevancy\n* Credibility\n\nUX -not to be mistaken with User Interface (UI)- is a subjective quality whose effectiveness can be tested with different standards and procedures, as usability or A\u002FB testing.\n\nIt involves the whole customer journey, thus including several areas of action like product management, user & interaction design, content management and information architecture, among many others.\n\n> *To learn more about UX, check out [our articles](https:\u002F\u002Flocalazy.com\u002Ftags\u002Fux\u002F) about the topic on the Localazy blog.*","ux",[1896,1899],{"id":1897,"slug":1898},237,"ui",{"id":1900,"slug":1901},287,"a-b-testing",{"id":1903,"status":8,"owner":1904,"created_on":1905,"title":1906,"excerpt":1907,"content":1908,"slug":1909,"meta_title":877,"meta_description":877,"canonical":877,"related_terms":1910},267,"a5e46ee7-1f50-4f81-ae2d-68a664c76aa2","2026-05-12T07:09:24.000Z","DTP Localization","The process of adjusting the design and layout for multilingual content to ensure it fits cultural and linguistic norms.","DTP Localization (Desktop Publishing Localization) is a process where desktop-published content is adapted so it fits different languages and cultures seamlessly. It involves making sure translated text, images, and formatting work well together in the final product.\n\nThe process is commonly used in brochures, manuals, reports, and marketing materials. Translating content often affects layouts due to text expansion, contraction, or script changes (e.g., right-to-left languages [like Arabic](https:\u002F\u002Flocalazy.com\u002Fblog\u002F6-challenges-of-localizing-your-app-to-arabic-and-how-to-solve-them\u002F \"https:\u002F\u002Flocalazy.com\u002Fblog\u002F6-challenges-of-localizing-your-app-to-arabic-and-how-to-solve-them\u002F\")). It includes resizing elements, adjusting fonts, and ensuring visuals align with cultural expectations. The goal is to make the final product look professional and natural in the target language. \n\n## 📝 Quick facts about DTP localization:\n\n* Adjusts layouts for translated content to fit space and design constraints.\n* Handles text expansion, contractions, and script direction changes.\n* Ensures visuals and formatting are culturally appropriate.\n* Common in marketing, publishing, and documentation projects.\n* Enhances user experience by maintaining professional and readable designs.\n\n> *Localazy makes this process easier with [its Figma plugin](https:\u002F\u002Flocalazy.com\u002Fdocs\u002Fintegrations\u002Fquick-start-figma \"https:\u002F\u002Flocalazy.com\u002Fdocs\u002Fintegrations\u002Fquick-start-figma\"). By integrating directly with design workflows, multilingual content can be fitted perfectly into layouts, saving time and maintaining a polished, culturally appropriate final product.*","dtp-localization",[1911,1913,1916,1917,1920],{"id":1912,"slug":544},104,{"id":1914,"slug":1915},79,"internationalization",{"id":1889,"slug":1894},{"id":1918,"slug":1919},158,"text-directionality",{"id":1880,"slug":1886},"Some Western brands enter Arabic-speaking markets fully understanding their nuances. Others simply fail because they don't. These are my top tips after 17 years working in the field.","\u003Cp>As an Arab, Egyptian, African, and Middle Eastern professional specialized in Arabic localization,\u003Cstrong> I am consistently surprised by Western misconceptions about our culture\u003C\u002Fstrong>. For 17 years, I have navigated multilingual environments and worked with brands like \u003Cstrong>Netflix\u003C\u002Fstrong> (localization) and \u003Cstrong>Just Falafel \u003C\u002Fstrong>(offshoring\u002Fconsulting) that sought to penetrate Arabic-speaking markets. One succeeded, the other failed (and I’ll tell you why later).\u003C\u002Fp>\u003Cp>\u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Farabic-localization-for-beginners-challenges-opportunities-for-your-global-brand\">There are a few common misunderstandings\u003C\u002Fa> that impact both individuals and companies looking to expand into the Middle East. Without recognizing the importance of cultural, linguistic, and design nuances, Western companies cannot make their mark in these regions.\u003C\u002Fp>\u003Cp>💡 \u003Cstrong>Bottom line: The quality of your localization can make or break your success in Arabic markets\u003C\u002Fstrong>.\u003Cstrong> \u003C\u002Fstrong>But with the right resources, tools, and information, you can win the customers' trust. Today, I’m sharing my experience to help you make better decisions in your expansion journey.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"the-potential-of-arabic-markets\">✨ The potential of Arabic markets \u003Ca class=\"markdownit-header-anchor\" href=\"#the-potential-of-arabic-markets\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>Arabic is one of the most widely spoken languages in the world, with over \u003Ca href=\"https:\u002F\u002Fwww.un.org\u002Fen\u002Fobservances\u002Farabiclanguageday\">420 million native speakers across 25 countries\u003C\u002Fa>. It is also the liturgical language of Islam, giving it significant cultural and religious importance.\u003C\u002Fp>\u003Cp>However, localizing content for Arabic-speaking markets is no simple task. \u003Cstrong>The Arabic language is rich, complex, and deeply tied to cultural nuances\u003C\u002Fstrong>. It also uses \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fscripts\u002Farab-arabic\">a unique script\u003C\u002Fa> written from right to left, and\u003Cstrong> has numerous dialects that vary significantly from region to region\u003C\u002Fstrong>, as well as Modern Standard Arabic (MSA), which is used in formal contexts. Lastly, social and cultural considerations also play a crucial role, as Arabic-speaking audiences are highly sensitive to content that aligns with their values, traditions, and customs.\u003C\u002Fp>\u003Cp>Despite these challenges, the effort to localize for Arabic-speaking markets is well worth it. \u003Cstrong>The \u003Ca href=\"https:\u002F\u002Fwww.worldbank.org\u002Fen\u002Fregion\u002Fmena\u002Fpublication\u002Fmena-economic-monitor\">Middle East and North Africa (MENA)\u003C\u002Fa> region is home to \u003Ca href=\"https:\u002F\u002Fgfmag.com\u002Feconomics-policy-regulation\u002Fmena-sustained-growth-ipo-mergers-acquisitions\u002F#:~:text=The%20United%20Arab%20Emirates%20(UAE,%25%2C%20respectively%2C%20in%202025.\">some of the fastest-growing economies\u003C\u002Fa> in the world\u003C\u002Fstrong>. For instance, the UAE and Saudi Arabia are hubs for technology, finance, and entertainment, while Egypt boasts a young, tech-savvy population of over 100 million. According to \u003Ca href=\"https:\u002F\u002Fwww.pwc.com\u002Fm1\u002Fen\u002Fpublications\u002Fmena-entertainment-media-outlook-2020-2024.html\">a report by PwC\u003C\u002Fa>, the entertainment and media market in the MENA region is expected to grow significantly too, making it a prime target for businesses in these sectors.\u003C\u002Fp>\u003Cblockquote>🎙️ Learn more in our \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Fbridging-the-gap-podcast-s02-ep05-building-for-rtl-languages\">\u003Cem>Bridging the Gap\u003C\u002Fem> podcast episode with Kareem Ennassag\u003C\u002Fa>, Technical Director at the LangOps Institute, when it comes to supporting right-to-left languages (and why it needs to be done from the start).\u003C\u002Fblockquote>\u003Ch3 id=\"countries-and-industries-you-should-watch\">Countries & industries you should watch \u003Ca class=\"markdownit-header-anchor\" href=\"#countries-and-industries-you-should-watch\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cul>\u003Cli>\u003Cstrong>🇸🇦 \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Fsa-saudi-arabia\">Kingdom of Saudi Arabia (KSA)\u003C\u002Fa>\u003C\u002Fstrong>:\u003Cstrong> \u003C\u002Fstrong>All eyes are on Saudi Arabia right now with its \u003Ca href=\"https:\u002F\u002Fwww.arabnews.com\u002Fnode\u002F2591451\u002Fbusiness-economy\">rapid economic expansion\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Fwww.ey.com\u002Fen_iq\u002Finsights\u002Fdigital\u002Fhow-digital-transformation-is-changing-the-fabric-of-a-nation\">increasing digitalization\u003C\u002Fa>.\u003C\u002Fli>\u003Cli>\u003Cstrong>🇦🇪\u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Fae-united-arab-emirates\"> United Arab Emirates (UAE)\u003C\u002Fa>\u003C\u002Fstrong>: \u003Ca href=\"https:\u002F\u002Fwww.forbesmiddleeast.com\u002Fmoney\u002Fbanking-finance\u002Fuae-economy-grows-39-in-2024-amid-strong-performance-of-oil-and-non-oil-sectors\">A hotspot\u003C\u002Fa> for businesses looking to outsource or expand in the area.\u003C\u002Fli>\u003Cli>\u003Cstrong>🇪🇬 \u003C\u002Fstrong>\u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Feg-egypt\">\u003Cstrong>Egypt\u003C\u002Fstrong>\u003C\u002Fa>:\u003Cstrong> \u003C\u002Fstrong>Despite facing considerable economic challenges, the country is still \u003Ca href=\"https:\u002F\u002Fwww.reuters.com\u002Fworld\u002Fafrica\u002Fegypts-economy-expected-grow-by-4-imf-reforms-2025-01-20\u002F\">one of the most promising emerging markets\u003C\u002Fa>.\u003C\u002Fli>\u003Cli>\u003Cstrong>🇱🇾 \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Fly-libya\">Libya\u003C\u002Fa>\u003C\u002Fstrong>: Still recovering from civil war and the \u003Ca href=\"https:\u002F\u002Fwww.unicef.org\u002Femergencies\u002Fdevastating-flooding-libya\">devastating flood \u003C\u002Fa>that struck two years ago, but it remains a market with a lot of potential.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>The main industries in the Arabic market are \u003Cstrong>oil and gas, media, tourism, and real estate\u003C\u002Fstrong>. Oil and gas drive the major growth of the economy, while media is expanding with the increased production of digital content. Tourism attracts visitors with historical sites and modern attractions, and real estate is expanding with new developments and investments. \u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"why-companies-still-get-arabic-wrong\">🫣 Why companies still get Arabic wrong \u003Ca class=\"markdownit-header-anchor\" href=\"#why-companies-still-get-arabic-wrong\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>No shortage of Western companies underestimate the challenges of Arabic localization and then fail miserably to stay relevant in the market. Relying on direct translation, ignoring regional dialects, and neglecting design adaptations are just a few of them. In the section below, I’ll explore them in more detail.\u003C\u002Fp>\u003Ch3 id=\"1-they-miss-nuance-and-content-censorship\">1. They miss nuance & content censorship \u003Ca class=\"markdownit-header-anchor\" href=\"#1-they-miss-nuance-and-content-censorship\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Western companies often struggle with the deep cultural nuances that distinguish Arabic-speaking markets. They use direct translations that completely miss cultural references and idiomatic expressions, leading to \u003Cstrong>messages that feel out of place or even offensive\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>Take a look at these idioms, for example:\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cstrong>🔫 \"Bite the bullet\"\u003C\u002Fstrong>:\u003Cstrong> \u003C\u002Fstrong>This expression can't be translated directly into Arabic, but usually transcreation is recommended. Different approaches can be used depending on the context.\u003C\u002Fli>\u003Cli>\u003Cstrong>🍀 \"Break a leg\"\u003C\u002Fstrong>: It can't be directly translated in Arabic or it would literally mean \"break your leg\" \u003Cem>(إكسر رجلك\u003C\u002Fem>). However, some colloquial Arabic idioms can be used, i.e., \u003Cem>گسر الدنيا\u003C\u002Fem> (\"break the world\" 🌍) meaning to make a buzz or have major success in \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Flanguages\u002Farz-egyptian-arabic\">Egyptian Arabic\u003C\u002Fa>.\u003C\u002Fli>\u003C\u002Ful>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Invest in cultural consultations and work with native speakers who can provide insights into local preferences and taboos.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch3 id=\"2-they-underestimate-formatting-and-dtp\">2. They underestimate formatting and DTP \u003Ca class=\"markdownit-header-anchor\" href=\"#2-they-underestimate-formatting-and-dtp\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>As an RTL language, localizing to Arabic requires careful attention to layout and design. \u003Cstrong>Companies often fail to adapt their content properly\u003C\u002Fstrong>, leading to a poor user experience.\u003C\u002Fp>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Adapt designs to accommodate RTL layouts, creating a smooth reading experience.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch3 id=\"3-they-lack-consistent-terminology\">3. They lack consistent terminology \u003Ca class=\"markdownit-header-anchor\" href=\"#3-they-lack-consistent-terminology\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Inconsistent use of terminology can dilute your message, confuse your audience, and even lead to unintended offense. There are dozens of examples I can mention to make this point, but here are a few: \u003C\u002Fp>\u003Cul>\u003Cli>\u003Cstrong>👔 \"\u003C\u002Fstrong>\u003Cem>\u003Cstrong>مكوة\u003C\u002Fstrong>\u003C\u002Fem>\u003Cstrong>\" (Egyptian Arabic)\u003C\u002Fstrong> means \"clothes iron\", but in Saudi slang, it refers to the buttocks (equivalent to \u003Cem>booty\u003C\u002Fem> in US slang).\u003C\u002Fli>\u003Cli>\u003Cstrong>🤵🏼‍♂️ \"م\u003C\u002Fstrong>\u003Cem>\u003Cstrong>عرس\u003C\u002Fstrong>\u003C\u002Fem>\u003Cstrong>\" (Tunisian Arabic)\u003C\u002Fstrong> means \"groom\" or newlywed, but it can be confused with \u003Cem>معرص\u003C\u002Fem> in Egyptian Arabic, which is similar to a swear word meaning “man with no honor\u002Fscum of the Earth.”\u003C\u002Fli>\u003C\u002Ful>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Develop a comprehensive glossary and style guide to maintain consistency across all your materials and avoid such mistakes.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch3 id=\"4-they-overlook-dialects\">4. They overlook dialects \u003Ca class=\"markdownit-header-anchor\" href=\"#4-they-overlook-dialects\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>\u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Farabic-localization-for-beginners-challenges-opportunities-for-your-global-brand#arabic-forms-and-dialects\">Arabic dialects\u003C\u002Fa> vary significantly across regions. Some companies use a single dialect hoping that the \"one-size-fits-all\" approach works, but this ends up leading to miscommunication and ineffective branding, since Arabic-speaking culture has distinct social customs and religious beliefs depending on the area.\u003C\u002Fp>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Tailor your localization efforts to specific regions, considering dialectal differences and regional preferences.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch3 id=\"5-they-rely-on-machine-translation\">5. They rely on machine translation \u003Ca class=\"markdownit-header-anchor\" href=\"#5-they-rely-on-machine-translation\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Some businesses rely heavily on machine translation, ignoring it \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Fai-8-llm-arabic-models-tested-to-translate\">often fails in Arabic\u003C\u002Fa> due to its complexity and context-driven structure. A good example is how \u003Cstrong>Amazon\u003C\u002Fstrong> and \u003Cstrong>Alibaba\u003C\u002Fstrong> approached expansion to the Middle East between 2016 and 2018. During this period, e-commerce adoption was rapidly increasing in the region, and Alibaba's expansion didn't seem to keep pace with Amazon's. One of the causes was\u003Cstrong> their distinct approaches to localization\u003C\u002Fstrong>: while Amazon succeeded by investing in a proper multilingual strategy and market entry, Alibaba relied heavily on machine translation and seemed to have a less locally tailored strategy. This resulted in UI and UX issues that likely hindered trust.\u003C\u002Fp>\u003Cp>While Alibaba's overall user experience has definitely improved since then, I still find that some product descriptions can be unclear even now. The quality of the translations, especially for product details and specifications, often leads to confusion and distrust, and can make the shopping experience less smooth. \u003C\u002Fp>\u003Cblockquote>When Amazon expanded to the Middle East, they invested in a proper multilingual strategy and market entry that included professional localization and local acquisitions (like Souq in Egypt). In contrast, Alibaba relied heavily on MT and less tailored strategies. The first had a greater rate of success\u003C\u002Fblockquote>\u003Cp>At the end of the day, that poorly localized product information might contribute to more order cancellations, returns, and, potentially, a gradual decrease in market share. This is why \u003Cstrong>the input of human translators remains crucial for sensitive and customer-facing content\u003C\u002Fstrong>. The fact of the matter is that, while machine translation tools have improved, they often struggle with the complexities of Arabic. \u003C\u002Fp>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Use human translation and review for culturally appropriate localization.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch3 id=\"6-they-dont-test-their-content\">6. They don't test their content \u003Ca class=\"markdownit-header-anchor\" href=\"#6-they-dont-test-their-content\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Skipping localization testing can result in costly mistakes. \u003Cstrong>Many companies avoid testing their localized content with native speakers\u003C\u002Fstrong>. This can result in errors that could have been easily avoided. \u003C\u002Fp>\u003Cp>There's a bunch of instances where this has affected a brand's reputation:\u003C\u002Fp>\u003Col>\u003Cli>\u003Cstrong>Pepsi's 2024 “Stay thirsty”\u003C\u002Fstrong>: \"\u003Cem>خليك عطشان\"\u003C\u002Fem> translates as \"Stay thirsty\". Pepsi used this tagline in a campaign that was released amidst news of people dying of thirst in Gaza. They have since \u003Ca href=\"https:\u002F\u002Fwww.trtworld.com\u002Fafrica\u002Fstay-thirsty-pepsi-ad-in-egypt-called-insensitive-as-nearby-gaza-starves-18166956\">faced a major backlash \u003C\u002Fa>and calls to boycott that suggest replacing it with local brands.\u003C\u002Fli>\u003C\u002Fol>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002Fimage-15.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"720\" height=\"405\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002Fimage-15.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002Fimage-15.png 720w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>A banner from Pepsi in Egypt that read \"Stay thirsty.\" \u002F Photo: X@Kafrawykafr\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp>2. \u003Cstrong>H&M's \"Coolest Monkey in the Jungle”\u003C\u002Fstrong>: Back in 2018, H&M \u003Ca href=\"https:\u002F\u002Fwww.bbc.com\u002Fnews\u002Fnewsbeat-42603960\">faced backlash\u003C\u002Fa> in the Middle East (and several other countries as well) for featuring a young model wearing a hoodie with the phrase \"Coolest Monkey in the Jungle\". This was seen as racially insensitive and offensive.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1158\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg 2048w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Cp>\u003Cstrong>3. Dove's ‘Real Beauty’\u003C\u002Fstrong>. \u003Ca href=\"https:\u002F\u002Fwww.arabnews.com\u002Fnode\u002F1176216\u002Fmedia\">Dove’s 2017 body lotion ad\u003C\u002Fa>, part of its broader ‘Real Beauty’ campaign, was criticized in the Middle East for depicting a Black woman turning into a lighter-skinned woman, which many saw as perpetuating colorism and problematic beauty standards around skin tone.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-embed-card\">\u003Ciframe width=\"200\" height=\"113\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Fw4OreEdwaAM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen title=\"Outcry over Dove's controversial ad\">\u003C\u002Fiframe>\u003C\u002Ffigure>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Conduct thorough testing with native speakers to identify any issues before launching.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch2 id=\"successes-and-failures-ive-witnessed\">☝️Successes & failures I've witnessed \u003Ca class=\"markdownit-header-anchor\" href=\"#successes-and-failures-ive-witnessed\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Ch3 id=\"success-netflix-adapting-to-arabic-audiences\">Success: Netflix adapting to Arabic audiences \u003Ca class=\"markdownit-header-anchor\" href=\"#success-netflix-adapting-to-arabic-audiences\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>\u003Cstrong>Netflix\u003C\u002Fstrong> is a prime example of a company that has mastered Arabic localization. Recognizing the diversity of Arabic-speaking audiences, Netflix offers content in both Modern Standard Arabic and regional dialects. 🗣️ They also invest in dubbing and subtitling for popular shows, ensuring accessibility and cultural relevance. \u003C\u002Fp>\u003Cp>For instance, the Arabic adaptation of \u003Cem>Money Heist \u003C\u002Fem>(\u003Cem>La Casa de Papel\u003C\u002Fem>)\u003Cem> \u003C\u002Fem>was widely praised for its high-quality dubbing and attention to linguistic nuances. They even came with a \u003Ca href=\"https:\u002F\u002Flbbonline.com\u002Fnews\u002Flays-saudi-arabia-teams-with-netflix-to-perform-a-money-heist-in-campaign-from-science-sunshine\">great creative ad\u003C\u002Fa> to further tease the show. However, the entry into this region has not been without its challenges. \u003C\u002Fp>\u003Cp>I had the chance to work with the Netflix teams in 2017 and 2018, when they were struggling to expand into Arabic markets. \u003Cstrong>Initially, they tried a one-size-fits-all approach, but that failed\u003C\u002Fstrong> due to the linguistic and cultural differences across the region. Then they hired native Arabic language managers and worked with vendors in the Middle East to find people from the region who were willing to participate in their campaigns.\u003C\u002Fp>\u003Cblockquote>In 2017 and 2018, Netflix was struggling to expand into Arabic markets. They tried a one-size-fits-all approach that failed. I worked with them to recruit translators for different dialectal varieties and adapt the projects to Middle Eastern cultural expectations\u003C\u002Fblockquote>\u003Cp>This was the case \u003Cstrong>especially when the content was deeply sensitive culturally\u003C\u002Fstrong>. For example, they used \u003Cem>Orange Is the New Black\u003C\u002Fem> as a test project for finding potential LSPs. But the series contained graphic scenes that went against cultural and religious norms, making it difficult to find translators willing to work on it.\u003C\u002Fp>\u003Cp>To address this, I helped recruit translators from different dialect regions (Saudi, Egyptian, Algerian, Moroccan) and set expectations about the project. We were able to finally push the project further, and \u003Ca href=\"https:\u002F\u002Fwww.thepinknews.com\u002F2020\u002F09\u002F17\u002Fsaudi-arabia-lgbt-netflix-queer-eye-orange-is-the-new-black-sex-education-patriot-act\u002F\">the show was eventually streamed in the country\u003C\u002Fa>, but we had to adapt. \u003Cstrong>The lesson here is to invest in native experts to produce localized content\u003C\u002Fstrong>, or at least hire native consultants to advise you along the way.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FNetflix-in-Arabic.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"960\" height=\"539\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F05\u002FNetflix-in-Arabic.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FNetflix-in-Arabic.png 960w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch3 id=\"success-amazon-buying-souq\">Success: Amazon buying Souq \u003Ca class=\"markdownit-header-anchor\" href=\"#success-amazon-buying-souq\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>\u003Cstrong>Amazon\u003C\u002Fstrong>'s expansion into the Arab market,\u003Ca href=\"https:\u002F\u002Fwww.cnbc.com\u002F2019\u002F04\u002F30\u002Famazon-rebrands-souq-launches-new-middle-east-marketplace.html\"> particularly through its acquisition of \u003Cstrong>Souq.com\u003C\u002Fstrong>\u003C\u002Fa> in 2019, presented a unique set of localization challenges. The e-global giant acquired the popular Middle Eastern e-commerce platform (at that time, \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FSouq_(company)\">the largest in the region\u003C\u002Fa>), gaining access to Souq's customer base, delivery systems, and local payment methods. This allowed Amazon to quickly understand and adapt to the region's cultural and language differences. \u003C\u002Fp>\u003Cp>By using Souq's knowledge, Amazon was able to enter the market more easily without starting from scratch. But they stumbled into inevitable localization challenges along the way, too:\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cstrong>💬 Language and culture\u003C\u002Fstrong>: Amazon needed to adapt its services to include Arabic language support in different local dialects.\u003C\u002Fli>\u003Cli>\u003Cstrong>🫱 Building trust\u003C\u002Fstrong>: To build more trust, \u003Ca href=\"https:\u002F\u002Fgotomena.com\u002Fblog\u002Famazon-expansion-middle-east\u002F\">they invested in local infrastructure \u003C\u002Fa>and partnered with local SMEs.\u003C\u002Fli>\u003Cli>\u003Cstrong>📦 Payment and logistics\u003C\u002Fstrong>: The acquisition provided Amazon with access to Souq's refined fulfillment operations, which likely included managing pre-existing partnerships with local delivery companies. \u003C\u002Fli>\u003Cli>\u003Cstrong>👨🏻‍⚖️ Rules and regulations\u003C\u002Fstrong>: They had to adapt to complex regulations by complying with local data protection laws and customs rules.\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FAmazon-in-Arabic-.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"1889\" height=\"907\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F05\u002FAmazon-in-Arabic-.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F05\u002FAmazon-in-Arabic-.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F05\u002FAmazon-in-Arabic-.png 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FAmazon-in-Arabic-.png 1889w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>Amazon Saudi Arabia \u002F \u003Ca href=\"https:\u002F\u002Fwww.amazon.sa\u002F-\u002Fen\u002F?language=ar_AE\">Amazon.sa\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 id=\"success-mcdonalds-expansion-in-the-middle-east\">Success: McDonald's expansion in the Middle East \u003Ca class=\"markdownit-header-anchor\" href=\"#success-mcdonalds-expansion-in-the-middle-east\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>\u003Cstrong>McDonald's\u003C\u002Fstrong>, the global fast-food giant, was also able to successfully enter the complex cultural and religious market of the Middle East. \u003Cstrong>It understood local preferences, adapted its menus, and implemented strategic localization efforts\u003C\u002Fstrong>, and now it has become a beloved brand in the region.\u003C\u002Fp>\u003Cp>Although I don't consume McDonald's, they were one of the most successful brands to ever “invade” the Middle East. What localization strategies did they use?\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cstrong>🍔 Halal certification\u003C\u002Fstrong>: McDonald's made sure all meat products are Halal-certified, aligning with Islamic dietary laws and strengthening consumer trust.\u003C\u002Fli>\u003Cli>\u003Cstrong>🍽️ Customized menu offerings\u003C\u002Fstrong>: The brand adapted its menu to regional tastes, introducing items like \u003Ca href=\"https:\u002F\u002Fwww.mcdonalds.com\u002Fae\u002Fen-ae\u002Fproduct\u002Fmcarabia-chicken.html\">McArabia sandwiches\u003C\u002Fa> and traditional non-alcoholic beverages such as Arabic coffee and fresh juices.\u003C\u002Fli>\u003Cli>\u003Cstrong>👕 Cultural sensitivity\u003C\u002Fstrong>: Restaurants prioritize a family-friendly environment by incorporating separate seating areas and enforcing employee dress codes that align with local customs.\u003C\u002Fli>\u003Cli>\u003Cstrong>🗞️ Effective marketing campaigns\u003C\u002Fstrong>: McDonald's crafts culturally relevant advertisements featuring local celebrities, humor, and familiar cultural references to engage its audience. It also uses localized advertising to resonate with regional audiences in the Middle East.\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FMcDonald-s-in-Arabic-.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"1049\" height=\"898\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F05\u002FMcDonald-s-in-Arabic-.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F05\u002FMcDonald-s-in-Arabic-.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FMcDonald-s-in-Arabic-.png 1049w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>McDonald's Arabia \u002F \u003Ca href=\"https:\u002F\u002Fwww.mcdonalds.com\u002Fae\u002Far-ae.html\">McDonald's\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 id=\"fail-just-falafel-presented-typical-food-as-a-novelty\">Fail: Just Falafel presented typical food as a novelty \u003Ca class=\"markdownit-header-anchor\" href=\"#fail-just-falafel-presented-typical-food-as-a-novelty\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>An interesting story of a successful European brand built by Arab immigrants that failed miserably in the Middle East is that of \u003Cstrong>Just Falafel\u003C\u002Fstrong>. 🧆 While falafel was trendy in Europe, it was already an everyday food in Egypt, Syria, and the UAE, making it an odd choice for a \"new concept\". Ignoring warnings, \u003Cstrong>the company launched in the region but shut down within three months due to low demand\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>The brand tried to “reinvent” falafel with gourmet variations and high prices, but locals saw it as an unnecessary upgrade. Falafel is a simple, affordable street food, and charging premium prices made Just Falafel unappealing. \u003Cstrong>With plenty of well-loved falafel shops offering authentic flavors at low prices, the brand struggled to stand out\u003C\u002Fstrong>. Its attempt to introduce international recipes didn’t impress customers either, who preferred the traditional one. Unlike Starbucks, which turned coffee into a lifestyle product, Just Falafel couldn't make falafel feel premium.\u003C\u002Fp>\u003Cblockquote>Unlike Starbucks, which turned coffee into a lifestyle product, Just Falafel couldn't make falafel feel premium. This simple, affordable street food was already a fixture in Egypt, Syria, and the UAE before the company tried to rebrand it at much higher prices\u003C\u002Fblockquote>\u003Cp>\u003Cstrong>Rapid franchising also hurt the company\u003C\u002Fstrong>, leading to inconsistent quality across locations and difficulty adapting. In competitive markets like Lebanon, this lack of consistency damaged its reputation. \u003C\u002Fp>\u003Cp>\u003Cstrong>Marketing was another weak spot\u003C\u002Fstrong>. While Just Falafel built hype online, it failed to connect emotionally with Middle Eastern consumers. Many felt the brand was trying to modernize a food that didn’t need changing, making it seem commercialized rather than authentic. \u003C\u002Fp>\u003Cp>In the end, \u003Cstrong>a mix of poor strategy, pricing issues, weak differentiation, and ineffective marketing led to Just Falafel’s downfall\u003C\u002Fstrong> in the region, forcing its exit by 2014. Their case is the same as \u003Cstrong>Domino's Pizza\u003C\u002Fstrong> trying to sell pineapple pizza in Italy.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FJust-Falafel-menu.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"1080\" height=\"912\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FJust-Falafel-menu.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FJust-Falafel-menu.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FJust-Falafel-menu.png 1080w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>Just Falafel's menu didn't reflect the preferences and tastes of customers in the Middle East.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch2 id=\"my-5-tips-for-arabic-expansion\">➡️ My 5 tips for Arabic expansion \u003Ca class=\"markdownit-header-anchor\" href=\"#my-5-tips-for-arabic-expansion\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>Having seen these examples, here are my recommendations if you're planning to expand to the Middle East:\u003C\u002Fp>\u003Ch3 id=\"1-prioritize-human-translations\">1. Prioritize human translations \u003Ca class=\"markdownit-header-anchor\" href=\"#1-prioritize-human-translations\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>It's tempting to use machine translation, but it's usually not the best option when it comes to capturing the full meaning of your message. Even though LLMs and translation tools are getting better, they often miss the mark when it comes to capturing the real meaning behind the words.  \u003Cstrong>Hiring professional human translators who are native Arabic speakers is crucial\u003C\u002Fstrong>. They’ll understand the cultural context and nuances, which machines just can't capture.\u003C\u002Fp>\u003Cblockquote>\u003Cem>📃 Order human translations from English to Arabic from our team \u003Ca href=\"https:\u002F\u002Fagency.localazy.com\u002Fen\u002Ftranslate\u002Far\">here\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fblockquote>\u003Ch3 id=\"2-consider-dialectal-variations\">2. Consider dialectal variations \u003Ca class=\"markdownit-header-anchor\" href=\"#2-consider-dialectal-variations\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Arabic isn’t just one language — it’s made up of many regional dialects. Depending on the area you want to target, you’ll need to adapt your content to fit those variations. It’s essential to know \u003Cstrong>which dialect resonates most with your audience \u003C\u002Fstrong>and make sure your translations match that.\u003C\u002Fp>\u003Ch3 id=\"3-pay-attention-to-rtl-layouts\">3. Pay attention to RTL layouts \u003Ca class=\"markdownit-header-anchor\" href=\"#3-pay-attention-to-rtl-layouts\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Arabic is read from right to left, so your content, especially on websites or apps, needs to reflect that. Poor layout or formatting issues can completely ruin the user experience. \u003Cstrong>Make sure your UI\u002FUX design supports RTL text and accounts for text expansion\u003C\u002Fstrong> (Arabic words tend to be longer than their English counterparts).\u003C\u002Fp>\u003Cblockquote>\u003Cem>📲 Trying to localize your app to Arabic? \u003C\u002Fem>\u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002F6-challenges-of-localizing-your-app-to-arabic-and-how-to-solve-them\">\u003Cem>Get ready to face these six challenges head-on\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Fblockquote>\u003Ch3 id=\"4-respect-cultural-differences\">4. Respect cultural differences \u003Ca class=\"markdownit-header-anchor\" href=\"#4-respect-cultural-differences\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Cultural understanding is key. \u003Cstrong>Do your homework to avoid any content that could offend your target audience\u003C\u002Fstrong>. Consider religious practices, values, and social norms when designing your marketing materials. Even small missteps can have a big impact on your reputation.\u003C\u002Fp>\u003Ch3 id=\"5-use-l10n-tools-and-test-before-launch\">5. Use l10n tools & test before launch \u003Ca class=\"markdownit-header-anchor\" href=\"#5-use-l10n-tools-and-test-before-launch\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Investing in localization tools can make your job easier by maintaining consistency and linguistic accuracy. \u003Cstrong>Before you launch, do extensive testing with native speakers \u003C\u002Fstrong>to make sure everything works as expected. Gather feedback and refine your content to ensure it resonates with local users.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"localizing-well-to-arabic-pays-off\">🏜️Localizing well to Arabic pays off \u003Ca class=\"markdownit-header-anchor\" href=\"#localizing-well-to-arabic-pays-off\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>In the end, thriving in Arabic-speaking markets isn’t just about translation — it’s about embracing the culture. \u003Cstrong>Localization is an investment that yields hefty returns when done right\u003C\u002Fstrong>. In this case, it opens the door to the vast MENA market and positions businesses for commercial longevity.\u003C\u002Fp>\u003Cp>While Arabic localization can be complex, the benefits far outweigh the difficulties. Having a platform like Localazy to centralize all your localization materials, strings in different locales, and \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Ffeatures\u002Fcontinuous-localization-team\">professional translation orders\u003C\u002Fa> is already a big advantage. Add \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Ffeatures\u002Fautomations\">automations\u003C\u002Fa>, \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fintegrations\">powerful integrations\u003C\u002Fa>, and a \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Ffeatures\u002Flanguage-cdn\">Language CDN\u003C\u002Fa> to continuously push translation updates, and you have the perfect groundwork to tackle your next market.\u003C\u002Fp>",{"id":456,"status":8,"created_on":1924,"modified_on":1925,"icon":1926,"header":1927,"description":1928,"button_label":1929,"link":1930},"2022-03-17T12:23:03.000Z","2024-01-18T13:15:16.000Z","app","Try Localazy today","Start localizing your project today with our TMS! Enjoy localization on autopilot and order professional translation services, all from the same spot.","Register","register",{"slug":1860,"id":1853,"uuid":1932,"title":1859,"html":1933,"comment_id":1853,"feature_image":1863,"featured":17,"visibility":1934,"email_recipient_filter":1935,"created_at":1936,"updated_at":1861,"published_at":1862,"custom_excerpt":1921,"codeinjection_head":7,"codeinjection_foot":7,"custom_template":7,"canonical_url":7,"authors":1937,"tags":1943,"primary_author":1983,"primary_tag":1984,"url":1985,"excerpt":1921,"reading_time":286,"access":17,"send_email_when_published":15,"og_image":7,"og_title":7,"og_description":7,"twitter_image":7,"twitter_title":7,"twitter_description":7,"meta_title":7,"meta_description":7,"email_subject":7,"frontmatter":7,"dictionary":1870,"cta":1923,"plainTags":1864},"bfe372e2-9e05-4617-a2f4-d8a5d222a236","\u003Cp>As an Arab, Egyptian, African, and Middle Eastern professional specialized in Arabic localization,\u003Cstrong> I am consistently surprised by Western misconceptions about our culture\u003C\u002Fstrong>. For 17 years, I have navigated multilingual environments and worked with brands like \u003Cstrong>Netflix\u003C\u002Fstrong> (localization) and \u003Cstrong>Just Falafel \u003C\u002Fstrong>(offshoring\u002Fconsulting) that sought to penetrate Arabic-speaking markets. One succeeded, the other failed (and I’ll tell you why later).\u003C\u002Fp>\u003Cp>\u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Farabic-localization-for-beginners-challenges-opportunities-for-your-global-brand\">There are a few common misunderstandings\u003C\u002Fa> that impact both individuals and companies looking to expand into the Middle East. Without recognizing the importance of cultural, linguistic, and design nuances, Western companies cannot make their mark in these regions.\u003C\u002Fp>\u003Cp>💡 \u003Cstrong>Bottom line: The quality of your localization can make or break your success in Arabic markets\u003C\u002Fstrong>.\u003Cstrong> \u003C\u002Fstrong>But with the right resources, tools, and information, you can win the customers' trust. Today, I’m sharing my experience to help you make better decisions in your expansion journey.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F06\u002FAdobeStock_63986955.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"%E2%9C%A8-the-potential-of-arabic-markets\">✨ The potential of Arabic markets\u003C\u002Fh2>\u003Cp>Arabic is one of the most widely spoken languages in the world, with over \u003Ca href=\"https:\u002F\u002Fwww.un.org\u002Fen\u002Fobservances\u002Farabiclanguageday\">420 million native speakers across 25 countries\u003C\u002Fa>. It is also the liturgical language of Islam, giving it significant cultural and religious importance.\u003C\u002Fp>\u003Cp>However, localizing content for Arabic-speaking markets is no simple task. \u003Cstrong>The Arabic language is rich, complex, and deeply tied to cultural nuances\u003C\u002Fstrong>. It also uses \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fscripts\u002Farab-arabic\">a unique script\u003C\u002Fa> written from right to left, and\u003Cstrong> has numerous dialects that vary significantly from region to region\u003C\u002Fstrong>, as well as Modern Standard Arabic (MSA), which is used in formal contexts. Lastly, social and cultural considerations also play a crucial role, as Arabic-speaking audiences are highly sensitive to content that aligns with their values, traditions, and customs.\u003C\u002Fp>\u003Cp>Despite these challenges, the effort to localize for Arabic-speaking markets is well worth it. \u003Cstrong>The \u003Ca href=\"https:\u002F\u002Fwww.worldbank.org\u002Fen\u002Fregion\u002Fmena\u002Fpublication\u002Fmena-economic-monitor\">Middle East and North Africa (MENA)\u003C\u002Fa> region is home to \u003Ca href=\"https:\u002F\u002Fgfmag.com\u002Feconomics-policy-regulation\u002Fmena-sustained-growth-ipo-mergers-acquisitions\u002F#:~:text=The%20United%20Arab%20Emirates%20(UAE,%25%2C%20respectively%2C%20in%202025.\">some of the fastest-growing economies\u003C\u002Fa> in the world\u003C\u002Fstrong>. For instance, the UAE and Saudi Arabia are hubs for technology, finance, and entertainment, while Egypt boasts a young, tech-savvy population of over 100 million. According to \u003Ca href=\"https:\u002F\u002Fwww.pwc.com\u002Fm1\u002Fen\u002Fpublications\u002Fmena-entertainment-media-outlook-2020-2024.html\">a report by PwC\u003C\u002Fa>, the entertainment and media market in the MENA region is expected to grow significantly too, making it a prime target for businesses in these sectors.\u003C\u002Fp>\u003Cblockquote>🎙️ Learn more in our \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Fbridging-the-gap-podcast-s02-ep05-building-for-rtl-languages\">\u003Cem>Bridging the Gap\u003C\u002Fem> podcast episode with Kareem Ennassag\u003C\u002Fa>, Technical Director at the LangOps Institute, when it comes to supporting right-to-left languages (and why it needs to be done from the start).\u003C\u002Fblockquote>\u003Ch3 id=\"countries-industries-you-should-watch\">Countries & industries you should watch\u003C\u002Fh3>\u003Cul>\u003Cli>\u003Cstrong>🇸🇦 \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Fsa-saudi-arabia\">Kingdom of Saudi Arabia (KSA)\u003C\u002Fa>\u003C\u002Fstrong>:\u003Cstrong> \u003C\u002Fstrong>All eyes are on Saudi Arabia right now with its \u003Ca href=\"https:\u002F\u002Fwww.arabnews.com\u002Fnode\u002F2591451\u002Fbusiness-economy\">rapid economic expansion\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Fwww.ey.com\u002Fen_iq\u002Finsights\u002Fdigital\u002Fhow-digital-transformation-is-changing-the-fabric-of-a-nation\">increasing digitalization\u003C\u002Fa>.\u003C\u002Fli>\u003Cli>\u003Cstrong>🇦🇪\u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Fae-united-arab-emirates\"> United Arab Emirates (UAE)\u003C\u002Fa>\u003C\u002Fstrong>: \u003Ca href=\"https:\u002F\u002Fwww.forbesmiddleeast.com\u002Fmoney\u002Fbanking-finance\u002Fuae-economy-grows-39-in-2024-amid-strong-performance-of-oil-and-non-oil-sectors\">A hotspot\u003C\u002Fa> for businesses looking to outsource or expand in the area.\u003C\u002Fli>\u003Cli>\u003Cstrong>🇪🇬 \u003C\u002Fstrong>\u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Feg-egypt\">\u003Cstrong>Egypt\u003C\u002Fstrong>\u003C\u002Fa>:\u003Cstrong> \u003C\u002Fstrong>Despite facing considerable economic challenges, the country is still \u003Ca href=\"https:\u002F\u002Fwww.reuters.com\u002Fworld\u002Fafrica\u002Fegypts-economy-expected-grow-by-4-imf-reforms-2025-01-20\u002F\">one of the most promising emerging markets\u003C\u002Fa>.\u003C\u002Fli>\u003Cli>\u003Cstrong>🇱🇾 \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Fly-libya\">Libya\u003C\u002Fa>\u003C\u002Fstrong>: Still recovering from civil war and the \u003Ca href=\"https:\u002F\u002Fwww.unicef.org\u002Femergencies\u002Fdevastating-flooding-libya\">devastating flood \u003C\u002Fa>that struck two years ago, but it remains a market with a lot of potential.\u003C\u002Fli>\u003C\u002Ful>\u003Cp>The main industries in the Arabic market are \u003Cstrong>oil and gas, media, tourism, and real estate\u003C\u002Fstrong>. Oil and gas drive the major growth of the economy, while media is expanding with the increased production of digital content. Tourism attracts visitors with historical sites and modern attractions, and real estate is expanding with new developments and investments. \u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F06\u002FAdobeStock_1271545730-1.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"%F0%9F%AB%A3-why-companies-still-get-arabic-wrong\">🫣 Why companies still get Arabic wrong\u003C\u002Fh2>\u003Cp>No shortage of Western companies underestimate the challenges of Arabic localization and then fail miserably to stay relevant in the market. Relying on direct translation, ignoring regional dialects, and neglecting design adaptations are just a few of them. In the section below, I’ll explore them in more detail.\u003C\u002Fp>\u003Ch3 id=\"1-they-miss-nuance-content-censorship\">1. They miss nuance & content censorship\u003C\u002Fh3>\u003Cp>Western companies often struggle with the deep cultural nuances that distinguish Arabic-speaking markets. They use direct translations that completely miss cultural references and idiomatic expressions, leading to \u003Cstrong>messages that feel out of place or even offensive\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>Take a look at these idioms, for example:\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cstrong>🔫 \"Bite the bullet\"\u003C\u002Fstrong>:\u003Cstrong> \u003C\u002Fstrong>This expression can't be translated directly into Arabic, but usually transcreation is recommended. Different approaches can be used depending on the context.\u003C\u002Fli>\u003Cli>\u003Cstrong>🍀 \"Break a leg\"\u003C\u002Fstrong>: It can't be directly translated in Arabic or it would literally mean \"break your leg\" \u003Cem>(إكسر رجلك\u003C\u002Fem>). However, some colloquial Arabic idioms can be used, i.e., \u003Cem>گسر الدنيا\u003C\u002Fem> (\"break the world\" 🌍) meaning to make a buzz or have major success in \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Flanguages\u002Farz-egyptian-arabic\">Egyptian Arabic\u003C\u002Fa>.\u003C\u002Fli>\u003C\u002Ful>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Invest in cultural consultations and work with native speakers who can provide insights into local preferences and taboos.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch3 id=\"2-they-underestimate-formatting-and-dtp\">2. They underestimate formatting and DTP\u003C\u002Fh3>\u003Cp>As an RTL language, localizing to Arabic requires careful attention to layout and design. \u003Cstrong>Companies often fail to adapt their content properly\u003C\u002Fstrong>, leading to a poor user experience.\u003C\u002Fp>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Adapt designs to accommodate RTL layouts, creating a smooth reading experience.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch3 id=\"3-they-lack-consistent-terminology\">3. They lack consistent terminology\u003C\u002Fh3>\u003Cp>Inconsistent use of terminology can dilute your message, confuse your audience, and even lead to unintended offense. There are dozens of examples I can mention to make this point, but here are a few: \u003C\u002Fp>\u003Cul>\u003Cli>\u003Cstrong>👔 \"\u003C\u002Fstrong>\u003Cem>\u003Cstrong>مكوة\u003C\u002Fstrong>\u003C\u002Fem>\u003Cstrong>\" (Egyptian Arabic)\u003C\u002Fstrong> means \"clothes iron\", but in Saudi slang, it refers to the buttocks (equivalent to \u003Cem>booty\u003C\u002Fem> in US slang).\u003C\u002Fli>\u003Cli>\u003Cstrong>🤵🏼‍♂️ \"م\u003C\u002Fstrong>\u003Cem>\u003Cstrong>عرس\u003C\u002Fstrong>\u003C\u002Fem>\u003Cstrong>\" (Tunisian Arabic)\u003C\u002Fstrong> means \"groom\" or newlywed, but it can be confused with \u003Cem>معرص\u003C\u002Fem> in Egyptian Arabic, which is similar to a swear word meaning “man with no honor\u002Fscum of the Earth.”\u003C\u002Fli>\u003C\u002Ful>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Develop a comprehensive glossary and style guide to maintain consistency across all your materials and avoid such mistakes.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F06\u002FAdobeStock_630026437.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch3 id=\"4-they-overlook-dialects\">4. They overlook dialects\u003C\u002Fh3>\u003Cp>\u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Farabic-localization-for-beginners-challenges-opportunities-for-your-global-brand#arabic-forms-and-dialects\">Arabic dialects\u003C\u002Fa> vary significantly across regions. Some companies use a single dialect hoping that the \"one-size-fits-all\" approach works, but this ends up leading to miscommunication and ineffective branding, since Arabic-speaking culture has distinct social customs and religious beliefs depending on the area.\u003C\u002Fp>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Tailor your localization efforts to specific regions, considering dialectal differences and regional preferences.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch3 id=\"5-they-rely-on-machine-translation\">5. They rely on machine translation\u003C\u002Fh3>\u003Cp>Some businesses rely heavily on machine translation, ignoring it \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Fai-8-llm-arabic-models-tested-to-translate\">often fails in Arabic\u003C\u002Fa> due to its complexity and context-driven structure. A good example is how \u003Cstrong>Amazon\u003C\u002Fstrong> and \u003Cstrong>Alibaba\u003C\u002Fstrong> approached expansion to the Middle East between 2016 and 2018. During this period, e-commerce adoption was rapidly increasing in the region, and Alibaba's expansion didn't seem to keep pace with Amazon's. One of the causes was\u003Cstrong> their distinct approaches to localization\u003C\u002Fstrong>: while Amazon succeeded by investing in a proper multilingual strategy and market entry, Alibaba relied heavily on machine translation and seemed to have a less locally tailored strategy. This resulted in UI and UX issues that likely hindered trust.\u003C\u002Fp>\u003Cp>While Alibaba's overall user experience has definitely improved since then, I still find that some product descriptions can be unclear even now. The quality of the translations, especially for product details and specifications, often leads to confusion and distrust, and can make the shopping experience less smooth. \u003C\u002Fp>\u003Cblockquote>When Amazon expanded to the Middle East, they invested in a proper multilingual strategy and market entry that included professional localization and local acquisitions (like Souq in Egypt). In contrast, Alibaba relied heavily on MT and less tailored strategies. The first had a greater rate of success\u003C\u002Fblockquote>\u003Cp>At the end of the day, that poorly localized product information might contribute to more order cancellations, returns, and, potentially, a gradual decrease in market share. This is why \u003Cstrong>the input of human translators remains crucial for sensitive and customer-facing content\u003C\u002Fstrong>. The fact of the matter is that, while machine translation tools have improved, they often struggle with the complexities of Arabic. \u003C\u002Fp>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Use human translation and review for culturally appropriate localization.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch3 id=\"6-they-dont-test-their-content\">6. They don't test their content\u003C\u002Fh3>\u003Cp>Skipping localization testing can result in costly mistakes. \u003Cstrong>Many companies avoid testing their localized content with native speakers\u003C\u002Fstrong>. This can result in errors that could have been easily avoided. \u003C\u002Fp>\u003Cp>There's a bunch of instances where this has affected a brand's reputation:\u003C\u002Fp>\u003Col>\u003Cli>\u003Cstrong>Pepsi's 2024 “Stay thirsty”\u003C\u002Fstrong>: \"\u003Cem>خليك عطشان\"\u003C\u002Fem> translates as \"Stay thirsty\". Pepsi used this tagline in a campaign that was released amidst news of people dying of thirst in Gaza. They have since \u003Ca href=\"https:\u002F\u002Fwww.trtworld.com\u002Fafrica\u002Fstay-thirsty-pepsi-ad-in-egypt-called-insensitive-as-nearby-gaza-starves-18166956\">faced a major backlash \u003C\u002Fa>and calls to boycott that suggest replacing it with local brands.\u003C\u002Fli>\u003C\u002Fol>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002Fimage-15.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"720\" height=\"405\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002Fimage-15.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002Fimage-15.png 720w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>A banner from Pepsi in Egypt that read \"Stay thirsty.\" \u002F Photo: X@Kafrawykafr\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp>2. \u003Cstrong>H&M's \"Coolest Monkey in the Jungle”\u003C\u002Fstrong>: Back in 2018, H&M \u003Ca href=\"https:\u002F\u002Fwww.bbc.com\u002Fnews\u002Fnewsbeat-42603960\">faced backlash\u003C\u002Fa> in the Middle East (and several other countries as well) for featuring a young model wearing a hoodie with the phrase \"Coolest Monkey in the Jungle\". This was seen as racially insensitive and offensive.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1158\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002F09xp-HMSHIRT1-superJumbo.jpg 2048w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Cp>\u003Cstrong>3. Dove's ‘Real Beauty’\u003C\u002Fstrong>. \u003Ca href=\"https:\u002F\u002Fwww.arabnews.com\u002Fnode\u002F1176216\u002Fmedia\">Dove’s 2017 body lotion ad\u003C\u002Fa>, part of its broader ‘Real Beauty’ campaign, was criticized in the Middle East for depicting a Black woman turning into a lighter-skinned woman, which many saw as perpetuating colorism and problematic beauty standards around skin tone.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-embed-card\">\u003Ciframe width=\"200\" height=\"113\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Fw4OreEdwaAM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen title=\"Outcry over Dove's controversial ad\">\u003C\u002Fiframe>\u003C\u002Ffigure>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-grey\">\u003Cdiv class=\"kg-callout-emoji\">✅\u003C\u002Fdiv>\u003Cdiv class=\"kg-callout-text\">\u003Cstrong>My tip\u003C\u002Fstrong>: Conduct thorough testing with native speakers to identify any issues before launching.\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Ch2 id=\"%E2%98%9D%EF%B8%8Fsuccesses-failures-ive-witnessed\">☝️Successes & failures I've witnessed\u003C\u002Fh2>\u003Ch3 id=\"success-netflix-adapting-to-arabic-audiences\">Success: Netflix adapting to Arabic audiences\u003C\u002Fh3>\u003Cp>\u003Cstrong>Netflix\u003C\u002Fstrong> is a prime example of a company that has mastered Arabic localization. Recognizing the diversity of Arabic-speaking audiences, Netflix offers content in both Modern Standard Arabic and regional dialects. 🗣️ They also invest in dubbing and subtitling for popular shows, ensuring accessibility and cultural relevance. \u003C\u002Fp>\u003Cp>For instance, the Arabic adaptation of \u003Cem>Money Heist \u003C\u002Fem>(\u003Cem>La Casa de Papel\u003C\u002Fem>)\u003Cem> \u003C\u002Fem>was widely praised for its high-quality dubbing and attention to linguistic nuances. They even came with a \u003Ca href=\"https:\u002F\u002Flbbonline.com\u002Fnews\u002Flays-saudi-arabia-teams-with-netflix-to-perform-a-money-heist-in-campaign-from-science-sunshine\">great creative ad\u003C\u002Fa> to further tease the show. However, the entry into this region has not been without its challenges. \u003C\u002Fp>\u003Cp>I had the chance to work with the Netflix teams in 2017 and 2018, when they were struggling to expand into Arabic markets. \u003Cstrong>Initially, they tried a one-size-fits-all approach, but that failed\u003C\u002Fstrong> due to the linguistic and cultural differences across the region. Then they hired native Arabic language managers and worked with vendors in the Middle East to find people from the region who were willing to participate in their campaigns.\u003C\u002Fp>\u003Cblockquote>In 2017 and 2018, Netflix was struggling to expand into Arabic markets. They tried a one-size-fits-all approach that failed. I worked with them to recruit translators for different dialectal varieties and adapt the projects to Middle Eastern cultural expectations\u003C\u002Fblockquote>\u003Cp>This was the case \u003Cstrong>especially when the content was deeply sensitive culturally\u003C\u002Fstrong>. For example, they used \u003Cem>Orange Is the New Black\u003C\u002Fem> as a test project for finding potential LSPs. But the series contained graphic scenes that went against cultural and religious norms, making it difficult to find translators willing to work on it.\u003C\u002Fp>\u003Cp>To address this, I helped recruit translators from different dialect regions (Saudi, Egyptian, Algerian, Moroccan) and set expectations about the project. We were able to finally push the project further, and \u003Ca href=\"https:\u002F\u002Fwww.thepinknews.com\u002F2020\u002F09\u002F17\u002Fsaudi-arabia-lgbt-netflix-queer-eye-orange-is-the-new-black-sex-education-patriot-act\u002F\">the show was eventually streamed in the country\u003C\u002Fa>, but we had to adapt. \u003Cstrong>The lesson here is to invest in native experts to produce localized content\u003C\u002Fstrong>, or at least hire native consultants to advise you along the way.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FNetflix-in-Arabic.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"960\" height=\"539\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F05\u002FNetflix-in-Arabic.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FNetflix-in-Arabic.png 960w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch3 id=\"success-amazon-buying-souq\">Success: Amazon buying Souq\u003C\u002Fh3>\u003Cp>\u003Cstrong>Amazon\u003C\u002Fstrong>'s expansion into the Arab market,\u003Ca href=\"https:\u002F\u002Fwww.cnbc.com\u002F2019\u002F04\u002F30\u002Famazon-rebrands-souq-launches-new-middle-east-marketplace.html\"> particularly through its acquisition of \u003Cstrong>Souq.com\u003C\u002Fstrong>\u003C\u002Fa> in 2019, presented a unique set of localization challenges. The e-global giant acquired the popular Middle Eastern e-commerce platform (at that time, \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FSouq_(company)\">the largest in the region\u003C\u002Fa>), gaining access to Souq's customer base, delivery systems, and local payment methods. This allowed Amazon to quickly understand and adapt to the region's cultural and language differences. \u003C\u002Fp>\u003Cp>By using Souq's knowledge, Amazon was able to enter the market more easily without starting from scratch. But they stumbled into inevitable localization challenges along the way, too:\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cstrong>💬 Language and culture\u003C\u002Fstrong>: Amazon needed to adapt its services to include Arabic language support in different local dialects.\u003C\u002Fli>\u003Cli>\u003Cstrong>🫱 Building trust\u003C\u002Fstrong>: To build more trust, \u003Ca href=\"https:\u002F\u002Fgotomena.com\u002Fblog\u002Famazon-expansion-middle-east\u002F\">they invested in local infrastructure \u003C\u002Fa>and partnered with local SMEs.\u003C\u002Fli>\u003Cli>\u003Cstrong>📦 Payment and logistics\u003C\u002Fstrong>: The acquisition provided Amazon with access to Souq's refined fulfillment operations, which likely included managing pre-existing partnerships with local delivery companies. \u003C\u002Fli>\u003Cli>\u003Cstrong>👨🏻‍⚖️ Rules and regulations\u003C\u002Fstrong>: They had to adapt to complex regulations by complying with local data protection laws and customs rules.\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FAmazon-in-Arabic-.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"1889\" height=\"907\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F05\u002FAmazon-in-Arabic-.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F05\u002FAmazon-in-Arabic-.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F05\u002FAmazon-in-Arabic-.png 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FAmazon-in-Arabic-.png 1889w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>Amazon Saudi Arabia \u002F \u003Ca href=\"https:\u002F\u002Fwww.amazon.sa\u002F-\u002Fen\u002F?language=ar_AE\">Amazon.sa\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 id=\"success-mcdonalds-expansion-in-the-middle-east\">Success: McDonald's expansion in the Middle East\u003C\u002Fh3>\u003Cp>\u003Cstrong>McDonald's\u003C\u002Fstrong>, the global fast-food giant, was also able to successfully enter the complex cultural and religious market of the Middle East. \u003Cstrong>It understood local preferences, adapted its menus, and implemented strategic localization efforts\u003C\u002Fstrong>, and now it has become a beloved brand in the region.\u003C\u002Fp>\u003Cp>Although I don't consume McDonald's, they were one of the most successful brands to ever “invade” the Middle East. What localization strategies did they use?\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cstrong>🍔 Halal certification\u003C\u002Fstrong>: McDonald's made sure all meat products are Halal-certified, aligning with Islamic dietary laws and strengthening consumer trust.\u003C\u002Fli>\u003Cli>\u003Cstrong>🍽️ Customized menu offerings\u003C\u002Fstrong>: The brand adapted its menu to regional tastes, introducing items like \u003Ca href=\"https:\u002F\u002Fwww.mcdonalds.com\u002Fae\u002Fen-ae\u002Fproduct\u002Fmcarabia-chicken.html\">McArabia sandwiches\u003C\u002Fa> and traditional non-alcoholic beverages such as Arabic coffee and fresh juices.\u003C\u002Fli>\u003Cli>\u003Cstrong>👕 Cultural sensitivity\u003C\u002Fstrong>: Restaurants prioritize a family-friendly environment by incorporating separate seating areas and enforcing employee dress codes that align with local customs.\u003C\u002Fli>\u003Cli>\u003Cstrong>🗞️ Effective marketing campaigns\u003C\u002Fstrong>: McDonald's crafts culturally relevant advertisements featuring local celebrities, humor, and familiar cultural references to engage its audience. It also uses localized advertising to resonate with regional audiences in the Middle East.\u003C\u002Fli>\u003C\u002Ful>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FMcDonald-s-in-Arabic-.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"1049\" height=\"898\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F05\u002FMcDonald-s-in-Arabic-.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F05\u002FMcDonald-s-in-Arabic-.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F05\u002FMcDonald-s-in-Arabic-.png 1049w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>McDonald's Arabia \u002F \u003Ca href=\"https:\u002F\u002Fwww.mcdonalds.com\u002Fae\u002Far-ae.html\">McDonald's\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 id=\"fail-just-falafel-presented-typical-food-as-a-novelty\">Fail: Just Falafel presented typical food as a novelty\u003C\u002Fh3>\u003Cp>An interesting story of a successful European brand built by Arab immigrants that failed miserably in the Middle East is that of \u003Cstrong>Just Falafel\u003C\u002Fstrong>. 🧆 While falafel was trendy in Europe, it was already an everyday food in Egypt, Syria, and the UAE, making it an odd choice for a \"new concept\". Ignoring warnings, \u003Cstrong>the company launched in the region but shut down within three months due to low demand\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>The brand tried to “reinvent” falafel with gourmet variations and high prices, but locals saw it as an unnecessary upgrade. Falafel is a simple, affordable street food, and charging premium prices made Just Falafel unappealing. \u003Cstrong>With plenty of well-loved falafel shops offering authentic flavors at low prices, the brand struggled to stand out\u003C\u002Fstrong>. Its attempt to introduce international recipes didn’t impress customers either, who preferred the traditional one. Unlike Starbucks, which turned coffee into a lifestyle product, Just Falafel couldn't make falafel feel premium.\u003C\u002Fp>\u003Cblockquote>Unlike Starbucks, which turned coffee into a lifestyle product, Just Falafel couldn't make falafel feel premium. This simple, affordable street food was already a fixture in Egypt, Syria, and the UAE before the company tried to rebrand it at much higher prices\u003C\u002Fblockquote>\u003Cp>\u003Cstrong>Rapid franchising also hurt the company\u003C\u002Fstrong>, leading to inconsistent quality across locations and difficulty adapting. In competitive markets like Lebanon, this lack of consistency damaged its reputation. \u003C\u002Fp>\u003Cp>\u003Cstrong>Marketing was another weak spot\u003C\u002Fstrong>. While Just Falafel built hype online, it failed to connect emotionally with Middle Eastern consumers. Many felt the brand was trying to modernize a food that didn’t need changing, making it seem commercialized rather than authentic. \u003C\u002Fp>\u003Cp>In the end, \u003Cstrong>a mix of poor strategy, pricing issues, weak differentiation, and ineffective marketing led to Just Falafel’s downfall\u003C\u002Fstrong> in the region, forcing its exit by 2014. Their case is the same as \u003Cstrong>Domino's Pizza\u003C\u002Fstrong> trying to sell pineapple pizza in Italy.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FJust-Falafel-menu.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"1080\" height=\"912\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FJust-Falafel-menu.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FJust-Falafel-menu.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FJust-Falafel-menu.png 1080w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>Just Falafel's menu didn't reflect the preferences and tastes of customers in the Middle East.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch2 id=\"%E2%9E%A1%EF%B8%8F-my-5-tips-for-arabic-expansion\">➡️ My 5 tips for Arabic expansion\u003C\u002Fh2>\u003Cp>Having seen these examples, here are my recommendations if you're planning to expand to the Middle East:\u003C\u002Fp>\u003Ch3 id=\"1-prioritize-human-translations\">1. Prioritize human translations\u003C\u002Fh3>\u003Cp>It's tempting to use machine translation, but it's usually not the best option when it comes to capturing the full meaning of your message. Even though LLMs and translation tools are getting better, they often miss the mark when it comes to capturing the real meaning behind the words.  \u003Cstrong>Hiring professional human translators who are native Arabic speakers is crucial\u003C\u002Fstrong>. They’ll understand the cultural context and nuances, which machines just can't capture.\u003C\u002Fp>\u003Cblockquote>\u003Cem>📃 Order human translations from English to Arabic from our team \u003Ca href=\"https:\u002F\u002Fagency.localazy.com\u002Fen\u002Ftranslate\u002Far\">here\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fblockquote>\u003Ch3 id=\"2-consider-dialectal-variations\">2. Consider dialectal variations\u003C\u002Fh3>\u003Cp>Arabic isn’t just one language — it’s made up of many regional dialects. Depending on the area you want to target, you’ll need to adapt your content to fit those variations. It’s essential to know \u003Cstrong>which dialect resonates most with your audience \u003C\u002Fstrong>and make sure your translations match that.\u003C\u002Fp>\u003Ch3 id=\"3-pay-attention-to-rtl-layouts\">3. Pay attention to RTL layouts\u003C\u002Fh3>\u003Cp>Arabic is read from right to left, so your content, especially on websites or apps, needs to reflect that. Poor layout or formatting issues can completely ruin the user experience. \u003Cstrong>Make sure your UI\u002FUX design supports RTL text and accounts for text expansion\u003C\u002Fstrong> (Arabic words tend to be longer than their English counterparts).\u003C\u002Fp>\u003Cblockquote>\u003Cem>📲 Trying to localize your app to Arabic? \u003C\u002Fem>\u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002F6-challenges-of-localizing-your-app-to-arabic-and-how-to-solve-them\">\u003Cem>Get ready to face these six challenges head-on\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Fblockquote>\u003Ch3 id=\"4-respect-cultural-differences\">4. Respect cultural differences\u003C\u002Fh3>\u003Cp>Cultural understanding is key. \u003Cstrong>Do your homework to avoid any content that could offend your target audience\u003C\u002Fstrong>. Consider religious practices, values, and social norms when designing your marketing materials. Even small missteps can have a big impact on your reputation.\u003C\u002Fp>\u003Ch3 id=\"5-use-l10n-tools-test-before-launch\">5. Use l10n tools & test before launch\u003C\u002Fh3>\u003Cp>Investing in localization tools can make your job easier by maintaining consistency and linguistic accuracy. \u003Cstrong>Before you launch, do extensive testing with native speakers \u003C\u002Fstrong>to make sure everything works as expected. Gather feedback and refine your content to ensure it resonates with local users.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F06\u002FAdobeStock_397801121.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"%F0%9F%8F%9C%EF%B8%8Flocalizing-well-to-arabic-pays-off\">🏜️Localizing well to Arabic pays off\u003C\u002Fh2>\u003Cp>In the end, thriving in Arabic-speaking markets isn’t just about translation — it’s about embracing the culture. \u003Cstrong>Localization is an investment that yields hefty returns when done right\u003C\u002Fstrong>. In this case, it opens the door to the vast MENA market and positions businesses for commercial longevity.\u003C\u002Fp>\u003Cp>While Arabic localization can be complex, the benefits far outweigh the difficulties. Having a platform like Localazy to centralize all your localization materials, strings in different locales, and \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Ffeatures\u002Fcontinuous-localization-team\">professional translation orders\u003C\u002Fa> is already a big advantage. Add \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Ffeatures\u002Fautomations\">automations\u003C\u002Fa>, \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fintegrations\">powerful integrations\u003C\u002Fa>, and a \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Ffeatures\u002Flanguage-cdn\">Language CDN\u003C\u002Fa> to continuously push translation updates, and you have the perfect groundwork to tackle your next market.\u003C\u002Fp>","public","none","2025-01-16T14:19:03.000+01:00",[1938],{"id":1855,"name":1856,"slug":1857,"profile_image":1858,"cover_image":7,"bio":1939,"website":1940,"location":1941,"facebook":7,"twitter":7,"meta_title":7,"meta_description":7,"url":1942},"Localization and BPO veteran with over 17 years of experience. Indigenous and minority languages advocate.","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fahmedmegahed1\u002F","Cairo, 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